Tobacco companies are introducing new “non-menthol” products that mimic traditional menthols as federal and state bans on menthol cigarettes loom. These products contain alternative cooling additives and are marketed with similar branding to their menthol counterparts, raising concerns among health advocates.
Dr. Robert Jackler, a Stanford tobacco marketing expert, describes these new products as “non-menthol – wink, wink – menthol,” highlighting the intentional similarities in packaging and marketing slogans. The tobacco industry aims to retain its menthol market share, which accounts for 40% of smokers.
The potential menthol ban would significantly impact Black communities, which have been heavily targeted by tobacco companies’ menthol marketing. This targeted approach has contributed to higher cancer death rates among Black smokers. Phillip Gardiner, co-chair of the African American Tobacco Control Leadership Council, notes that menthol use among Black smokers rose from 5% in the 1950s to over 80% today due to racially targeted advertising.
Chris Bostic of Action on Smoking and Health emphasizes that menthol bans have shown effectiveness in reducing smoking rates. In Massachusetts, where a ban took effect in 2020, the number of smokers declined by 8.1%.
The legal status of these new “non-menthol” products remains uncertain. California’s attorney general has warned that they violate the state’s flavored tobacco ban, while Reynolds, a major tobacco company, argues that the new additives are not flavors.
As the federal government considers a nationwide menthol ban, health advocates anticipate that non-menthol tobacco products will become increasingly prevalent. Gardiner warns, “This fight is a long way from over.”
See “With a federal menthol ban looming, tobacco companies push ‘non-menthol’ substitutes” (March 21, 2024)
