The Importance of Combating Tobacco Use in Latino Communities

In a recent article[1], the American organization Truth Initiative emphasizes the importance of implementing effective tobacco control measures in Latino communities across the country. Despite generally lower rates of adult smoking, more than 43,000 Latinos are diagnosed with tobacco-related cancers each year and more than 18,000 die from them.

According to the Truth Initiative, nicotine use among Latino youth is also a concern. The use of any tobacco or nicotine product was 23.6% among all high school students in 2020, by 23.3% of Hispanics, compared to 18.4 TP3T for African Americans and 15.7 TP3T for other non-Hispanic minorities. According to data from the same 2020 study, the most commonly used nicotine product among Hispanic high school and middle school students was e-cigarettes, by 23.2% and 13.1% of them, respectively.[2].

Significant mortality associated with smoking in the Latino community

According to the 2019 National Health Interview Survey (NHIS), a survey of adults aged 18 and older, 8.81% of Hispanic adults in the United States are regular smokers compared to 15.51% of Whites, 14.91% of African Americans, 20.91% of American Indians/Alaska Natives, and 7.21% of Asian Americans.[3]Despite lower smoking rates, smoking is the leading preventable cause of morbidity and mortality among the Latino population in the United States.

Smoking-related cancers are one of the leading causes of death among Latin Americans, followed by cardiovascular disease.[4]More than 43,000 Latin Americans are diagnosed with tobacco-related cancer each year, and more than 18,000 of them die from it.[5]Lung cancer is the leading cause of cancer death among Latino men and the second leading cause among Latino women. Diabetes is also a leading cause of death in the Latino community, and the risk of developing diabetes is 30 to 40 times higher among smokers than among nonsmokers.[6].

Additionally, Latinos are more likely to live in poverty and lack health insurance than other ethnic groups, reducing the likelihood of accessing appropriate treatment and health care.[7]-[8]

The tobacco industry's targeting of this community

Since the 1980s, the tobacco industry has been attempting to conquer the Latin American market. Tobacco industry documents describe this market as young, growing, geographically concentrated, and brand loyal. Historically, cigarette brands such as Rio and Dorado have been heavily marketed to the Latino community, particularly in advertisements placed in media outlets favored by the community.[9]The tobacco industry has contributed to programs aimed at improving youth education. Manufacturers have helped fund universities and other educational institutions or supported scholarship programs targeting Latin Americans.[10]The tobacco industry has also provided significant support to Hispanic political organizations, cultural events, and the Hispanic arts community. For example, in 2013[11], Altria has donated to scholarship funds, chambers of commerce, political groups and other civic groups serving the Latino community.

Prevention adapted to Latin Americans

According to former Truth Initiative Ambassador and Youth Council Liaison Lex Martinez and Dr. Jane Delgado, Executive Director of the National Alliance for Hispanic Health, combating tobacco use in these communities requires targeted awareness campaigns. Developing a strategy and campaigns aimed at this population, which is targeted by the tobacco industry, is important. Choosing a spokesperson for the campaign doesn't necessarily have to be a celebrity, but rather someone who resonates with people in this community. According to Dr. Delgado, the days of mass prevention campaigns are over. Messages must be tailored to the individual, especially since young people are very receptive to messages tailored specifically to them.

Keywords: United States, Latin Americans, youth, tobacco industry, health, marketing, prevention

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[1] Truth Initiative, Q&A: The importance of addressing tobacco use among Hispanic/Latino communities, October 14, 2021, accessed October 18, 2021 [2] Wang TW, Gentzke AS, Creamer MR, et al. Tobacco Product Use and Associated Factors Among Middle and High School Students - United States, 2019. MMWR Surveill Summ. 2019;68(12):1-22 [3] CDC, Tobacco Product Use Among Adults—United States, 2019, MMWR 69(46): 1736-1742, November 20, 2020, Current smoking is defined as persons who reported having smoked  100 cigarettes during their lifetimes and, at the time of the survey, reported smoking every day or some days. [4] Heron M. Deaths: Leading Causes for 2017. Hyattsville, MD: National Center for Health Statistics; 2019. [5] Henley SJ, Thomas CC, Sharapova SR, et al. Vital Signs: Disparities in Tobacco-Related Cancer Incidence and Mortality - United States, 2004-2013. MMWR Morbidity and mortality weekly report. 2016;65(44):1212-1218. [6] US Department of Health and Human Services. The Health Consequences of Smoking: 50 Years of Progress. A Report of the Surgeon General. Atlanta: US Department of Health and Human Services, Centers for Disease Control and Prevention, National Center for Chronic Disease Prevention and Health Promotion, Office on Smoking and Health, 2014 [7] CDC, “Vital Signs: Leading Causes of Death, Prevalence of Diseases and Risk Factors, and Use of Health Services Among Hispanics in the United States—2009-2013,” MMWR, 64(17): 469-478, May 8, 2015 [8] Ward, E, et al., Association of insurance with cancer care utilization and outcomes, CA: A Cancer Journal for Clinicians, 58(1):9–31, January/February 2008. American Cancer Society. “Cancer Facts & Figures for Hispanic/Latinos 2012–2014, 2012, http://www.cancer.org/acs/groups/content/@epidemiologysurveilance/documents/document/acspc-034778.pdf/. [9] Campaign for Tobacco-Free Kids. Tobacco Use and Hispanics Washington, DC: Campaign for Tobacco-Free Kids, 2020 [10] Laws MB, Whitman J, Bowser DM, Krech L. Tobacco availability and point of sale marketing in demographically contrasting districts of Massachusetts. Tob Control. 2002;11 Suppl 2(Suppl 2):ii71-ii73. [11] See “2013 Recipients of Charitable Contributions from Altria Family of Companies,” http://www.altria.com/Responsibility/Investing-InCommunities/Documents/2013GranteeList.pdf. National Committee Against Smoking |