Big Tobacco has a long history of using racist tactics to target the African American community—especially when it comes to their marketing strategies for menthol. 

According to the Truth Initiative, African Americans have higher death rates from tobacco-related causes compared to other racial and ethnic groups – with more than 39,000 dying from tobacco-related cancers each year. The health consequences are even more severe now as COVID-19, which is also disproportionately affecting Black Americans, can increase the risk of severe illness for tobacco users. 

African Americanization of Menthol Cigarettes 

It is no coincidence that almost 90% of African American smokers prefer menthol cigarettes (Truth Initiative). Menthols are notorious for boosting nicotine’s effects on the brain as well as masking the harsh tobacco flavor and irritating effects of smoking as it has numbing effects. Therefore, menthols are easier to start, harder to quit and even easier to go back to.  

“Menthol has no redeeming value other than to make the poison go down more easily” (Targeting African Americans: The Menthol Plan).

According to the Truth Initiative, Big Tobacco has an extensive history of specifically targeting African Americans with menthol cigarette advertising and promotions, such as sponsoring events like jazz and hip-hop festivals. Menthol has been repeatedly exempted from legislation on flavored tobacco products due to the tobacco industry lobbying against local policy efforts to restrict menthol tobacco products. 

It is important to recognize the racist marketing and advertising strategies Big Tobacco uses to target African Americans and make active efforts to end tobacco health-related disparities.  

Here are a few solutions for reducing tobacco use disparities:  

• Implement and enforce smoke-free policies on school campuses. 

• Make prevention and recovery programs accessible to all communities. 

• Join forces with youth-serving professionals and individuals such as teachers, pediatricians, school counselors and parents to prevent tobacco use in children.  

• Work with the community to create coalitions to prevent smoking disparities. 

• Discover if you are at risk for smoking and substance abuse by taking our quick online assessment.  

Visit the Truth Initiative website for more information. Be sure to contact us at CADS for substance abuse and smoking support, recovery and prevention services. 

Contact our Prevention Department to learn more: 

CADS Prevention Department

1519 E. Locust St.

Davenport, IA 52803

563-326-4116 (press 4 for prevention)

Additional Sources Used:  

Targeting African Americans: The Menthol Plan PowerPoint

Read more from CADS  

1. Do you know the effects of substance abuse on your heart? 

2. Tobacco Awareness Month 

3. Substance Abuse Prevention with Youth