The Wisconsin Department of Health Services is taking action against menthol tobacco products. These minty-flavored cigarettes have faced criticism for targeting Black communities across the nation, including Wisconsin.
Health experts have long warned about the dangers of flavored tobacco. While the FDA prohibited flavored cigarettes in 2009, menthol cigarettes remained legal. Paula Tran, a state health officer, describes this as a longstanding issue that needs addressing.
The new campaign combines social media videos and local partnerships. It aims to raise awareness about the risks of menthol tobacco. Tran explains that menthol makes cigarettes feel smoother, leading to deeper inhales. This can attract young smokers and lead to long-term addiction.
In Wisconsin, tobacco and nicotine are responsible for nearly 8,000 deaths each year. If menthol cigarettes were no longer available, about 17,200 more people might quit smoking, according to the CDC. Tran also notes that menthol use disproportionately affects certain communities.
Marketing strategies have long aimed at African American communities. Recent statistics show that about 80% of Black adult smokers prefer menthol cigarettes, compared to just over 40% nationally. Research in Milwaukee found that menthol promotions were more evident in predominantly Black neighborhoods.
The goal of the DHS campaign is to counter this targeted marketing. Lorraine Lathen, from the Wisconsin African American Tobacco Prevention Network, stresses the campaign’s potential. She emphasizes how addressing menthol tobacco could improve health outcomes in African American communities. Her organization has collaborated with DHS to refine the campaign’s messaging to ensure it resonates with the target audience.
Pulmonologist Hasmeena Kathuria supports these educational efforts. She believes that every person who stops using menthol cigarettes is a success. Kathuria hopes for a future where menthol tobacco is banned entirely, either at the national or local level. A study estimates that a national ban could prevent about 650,000 deaths related to smoking over 40 years, with more Black Americans quitting smoking as a result.
For those looking to quit smoking, the Wisconsin Tobacco Quitline offers assistance. Resources are available by texting READY to 34191 or calling 800-QUIT-NOW (800-784-8669).
