“It’s Not Just” campaign: menthol-flavored tobacco marketing

New statewide “It’s Not Just” campaign aimed at hard-hitting menthol-flavored tobacco product marketing targeting Black communities

HAUPPAUGE, N.Y. – A new statewide initiative aims to put a spotlight on how the tobacco industry has specifically targeted African American communities for decades with its aggressive marketing of menthol-flavored tobacco products. The “It’s Not Just” campaign launched regionally and statewide on No Menthol Sunday, May 16, and is focused on ending the misconception that menthol is just a flavor. It’s not just an injustice, it’s killing Black Americans.

Smoking-related illnesses are the No. 1 cause of death in the African American community, surpassing all other causes of death, including AIDS, homicide, diabetes and accidents. Overall, 85% of African American smokers use menthol cigarettes, compared to 29% of white smokers.

“Research shows that flavored tobacco products, including menthol, increase use among young people and underserved populations. Fighting the marketing and promotion of menthol and other flavored products is another step closer to preventing future generations from becoming addicted to these deadly products, and improving the health and well-being of our communities,” said Kelly Miloski, MPH, Community Prevention Specialist, Riverhead Community Awareness Program, Inc. (CAP).

The “It’s Not Just” campaign is intended to educate people across New York State about the injustice of menthol-flavored tobacco product marketing and promotion. The campaign uses direct language and powerful, emotional imagery of people who represent communities targeted by Big Tobacco. It describes how menthol is more than a flavor, highlighting hard-hitting facts about the manipulative, aggressive nature of menthol tobacco marketing and its impact on African American communities.

“Menthol cigarettes and flavored cigars are a potent source of youth addiction, with close to half of all kids starting to smoke menthol cigarettes. Menthol masks the harshness of smoking and makes cigarettes more addictive, making it easier for kids to start smoking and harder for addicted smokers to quit,” said Paulette Orlando, community engagement specialist, Tobacco Action Coalition of Long Island.

Individuals can learn more about how to help fight the injustice of menthol-flavored tobacco products at the new campaign’s website: NotJustMenthol.org.

“With the recent FDA announcement to ban menthol-flavored tobacco products, this campaign couldn't be more timely and relevant,” said LaTroya Hester, director of communications, The Center for Black Health & Equity. “We know that the tobacco industry will fight this decision with the full force of its legal and marketing power, but we're not intimidated. The Center is excited about the launch of this campaign, and we are so honored to contribute to much-needed counter-messaging.”

While the tobacco industry has traditionally targeted Black communities with the marketing of menthol products, menthol is also a driver of youth initiation. When New York State ended the sale of flavored e-cigarettes statewide in May 2020, it was a significant step toward reducing youth tobacco use. However, other flavored tobacco products, such as menthol cigarettes, continue to present an obstacle to decreasing tobacco use among young people and underserved populations.

“We know that tobacco companies have used menthol flavored tobacco products to attract Black Americans to a lifetime of addiction for generations,” said Trevor Summerfield, director of advocacy for the American Lung Association in New York. It’s time to end Big Tobacco's predatory marketing tactics and set the record straight about the real health impacts of menthol cigarettes.”

Additional statistics:

• Menthol marketing
- Menthol use among Black communities is a direct result of the tobacco industry's marketing practices and product manipulation.
- Historically, the marketing and promotion of menthol cigarettes have been targeted heavily toward African Americans through culturally tailored advertising and messages.
- Menthol products are given more shelf space in retail outlets within African American and other minority neighborhoods.
- In addition to being heavily advertised and widely available, certain tobacco products have been found to be priced lower in African American communities, making them more appealing, particularly to price-sensitive youth.

• Menthol usage
- Ninety-three percent of Black smokers started by using menthol cigarettes.
- Over 7 out of 10 African American youth ages 12-17 years who smoke use menthol cigarettes.
- Research indicates that menthol makes smoking easier to start and harder to quit.
- Tobacco companies add menthol to make cigarettes seem less harsh and more appealing to new smokers and young people.
- Tobacco companies market menthol cigarettes as “smoother” than other cigarettes.
- Menthol in cigarettes creates a cooling sensation in the throat and airways when the user inhales.

• Health impact
- Menthol cigarettes are not less harmful than other cigarettes and the U.S. Food and Drug Administration has found that they are likely a greater risk to public health than non-menthol cigarettes.
- Black smokers smoke less but die of heart attacks, strokes and other causes linked to tobacco use at higher rates than white smokers.

Support available for New Yorkers who want to quit

For help quitting smoking or vaping, including free nicotine replacement therapy for eligible

residents, individuals can contact a health care provider, and call the New York State Smokers’ Quitline at 1-866-NY-QUITS or visit: nysmokefree.com. Effective medications and counseling are covered by Medicaid and most insurance programs.

Tobacco Free New York State and Reality Check student groups around the state have worked tirelessly to educate local communities on the tobacco industry’s use of menthol and other flavored tobacco products as a tool to target, attract and addict new smokers.

The Tobacco Action Coalition of Long Island is one of 21 Advancing Tobacco Free Communities’ grants funded by the New York State Department of Health’s Bureau of Tobacco Control and administered by the American Lung Association. Our grants are comprised of a community engagement and youth action component, Realty Check, who work collaboratively to promote environments open to creating a tobacco-free norm as well as educating and empowering our youth to become change agents within their communities. Learn more at: www.breathefreely.org.