Wisconsin: an awareness campaign to warn about the consumption of menthol tobacco

The Wisconsin Department of Health Services (DHS) has unveiled a public health campaign aimed at combating the dangers of menthol tobacco and nicotine products, which are linked to higher rates of addiction and significant health disparities. The initiative aims to curb the rise in use of these products, particularly among vulnerable populations such as youth, African Americans and the LGBT+ community.

There campaign highlights the unequal burden of menthol tobacco use. African Americans, LGBT+ people, and youth are disproportionately targeted by menthol marketing. This targeted advertising has led to significant disparities in smoking rates and health outcomes: African Americans have higher rates of tobacco-related disease and mortality.

Menthol products, a social justice issue

Menthol tobacco products have long been recognized as a significant public health problem. The cooling sensation provided by the additive masks the pungency. This facilitates the initiation of smoking, particularly among young people and during product initiation. This effect also contributes to increasing addiction rates and makes cessation more difficult.

According to the Wisconsin Department of Health and Human Services, menthol products are exacerbating the public health crisis by increasing the likelihood of long-term tobacco use. This results in an increased risk of smoking-related diseases, including cancers, cardiovascular disease, and respiratory disease. The problem is particularly acute among African-American smokers, 85 percent of whom smoke menthol cigarettes, compared to 29 percent of white smokers.

"Menthol cigarettes are not only a public health issue, they are also a social justice issue," said a representative from the Department of Health and Human Services. “Tobacco industry targeted marketing has perpetuated addiction and health inequities in vulnerable communities”[1].

A targeted awareness and cessation assistance campaign

The DHS campaign is deployed on digital channels and offers several components. Its main objectives are as follows:

• Raising public awareness : The digital campaign highlights how tobacco companies have historically marketed menthol products to specific groups, including Black communities, LGBT+ people, and youth. DHS also aims to provide youth, parents, teachers, healthcare workers, and the general public with information and resources about the health impacts of tobacco and nicotine, regardless of age.
• Involving communities : local organizations are called upon to collaborate to disseminate information and resources adapted to the needs of the populations concerned.
• Promote resources for smoking cessation : The campaign promotes programs such as the Wisconsin Tobacco Quit Line and personalized smoking cessation support.

In parallel with these campaigns, the Ministry of Health and Social Services continues to raise awareness among retailers about the measure banning the sale of tobacco and nicotine products to those under 21, which is the legal age in force.

The sweeping campaign is part of a growing focus on menthol tobacco products across the country. Federal agencies and other states have considered similar actions, recognizing that menthol is a barrier to reducing smoking rates in the United States. National studies have shown that if menthol cigarettes were no longer available in Wisconsin, an estimated 17,200 adults in the state would quit smoking.

Menthol Ban Continues to Be Delayed in the United States

On April 26, 2024, Xavier Becerra, the U.S. Secretary of Health and Human Services, announced a further delay to the ban on menthol cigarettes, a decision that has drawn criticism from public health associations.[2].

The organizations denounced the tobacco industry’s pressure behind the delay, pointing out that the move contradicts the administration’s public health initiatives, such as the Cancer Moonshot. Following the new delay, public health and racial justice organizations filed a second lawsuit against the FDA demanding concrete action from it. The American Lung Association also stepped up pressure on the White House to end the sale of menthol cigarettes and flavored cigars in the United States.

With the new administration tied to the Trump presidency, the menthol ban could be completely reversed. Reynolds Tobacco, which is lobbying hard to delay the ban, was a major donor to Donald Trump's re-election campaign.[3].

AE

[1] Press release, DHS Launches Campaign Highlighting Health Risks of Menthol Tobacco Products, published January 15, 2025, accessed January 20, 2025

[2] Tobacco-free generation, Biden administration again delays proposed menthol cigarette ban, published on May 2, 2024 consulted on January 20, 2025

[3] Generations without tobacco, Tobacco industry is largest donor to Donald Trump's campaign, published January 8, 2025, accessed January 20, 2025