Racial inequities
Historically, the tobacco industry has intentionally targeted menthol tobacco products to Black Americans through various advertisement and marketing techniques. Studies show disproportionate point-of-sale tobacco marketing in Black neighborhoods [1] and that inequity grows when looking at marketing of menthol tobacco; there are often more menthol advertisements, greater menthol availability, and lower menthol prices in communities of color [2-4].
The targeting of menthol tobacco products to Black Americans has contributed to disproportionately high menthol use among Blacks who use tobacco. Studies show that menthol cigarettes may be biologically more addictive and increase dependency more than non-flavored cigarettes [5-7]. This may lead to greater smoking intensity and increased difficulty quitting.
Racial inequities in menthol tobacco targeting and use call for revised policies around their sales.
Targeting to youth
The tobacco industry targets flavored products to youth and young adults, increasing initiation to and potential future use of these products. In addition to the known carcinogenic effects of tobacco, this is harmful because nicotine use in adolescence can harm parts of the brain that control attention, learning, mood, and impulse control. Studies have found that youth who use flavored tobacco may be more likely to continue using tobacco products in the long term compared with youth who do not use flavored products [8,9].
To combat youth tobacco use, the Family Smoking Prevention and Tobacco Control Act was passed in 2009. This law banned flavored cigarettes in the US, except for menthol. In addition, this law did not include flavored cigars, smokeless tobacco, or e-cigarettes.
In the years since this act, e-cigarettes have surpassed traditional cigarettes as the most prevalent product used by youth. E-cigarettes are available in thousands of different flavors, which is harmful because flavors may lower perception of the harmfulness and addictiveness of nicotine products [10].
Massachusetts flavored tobacco restriction
Prior to the law, in February of 2020, most tobacco retailer locations in MA were allowed to sell menthol and other flavored tobacco products, with the exception of retailers that located in communities with local flavor restrictions, though most of these excluded menthol. Now these products are only legally available at smoking bar locations in the state, and for on-site consumption only, drastically reducing their availability.