Menthol cigarettes and onscreen smoking…not kool

Cigarette smoking continues to be a major cause of preventable illness and death in the United States.
The rate of cigarette smoking has decreased over the last few years in adults, but not for youth and African Americans. According to the surgeon general’s 2012 report, each day in the U.S., 3,800 young people (ages 17 and under) smoke for the first time, and approximately 1,000 become daily smokers.
Among young adults (18-25), the rate of menthol cigarette use has continued to increase, with the highest rates among African Americans. A majority of new African American smokers reportedly smoke menthol cigarettes.
Menthol is an additive that enhances the flavor of tobacco. The Food and Drug Administration (FDA) has concluded that the cooling and numbing effects produced by menthol reduces the harshness of smoking, which may make quitting more difficult.
In 2009, the Tobacco Control Act banned cigarettes containing certain flavoing, such as clove, fruit and candy, but menthol was not included in the ban. Since the 1960s, tobacco companies have targeted the African American community with menthol cigarette advertising and promotional materials.
We can see such ads today in many Afrocentric magazines, at ethnic music festivals and events and in convenience stores in communities of color. Examples of menthol cigarette brands include Kool, Salem, Newport and Marlboro menthol.
The preference among African American for menthol-flavored cigarettes crosses all socio?demographic and smoking?related categories, whether stratified by income, age, gender, marital status, region of the country, educational level, age of initiation, and length of time smoking.
Another troublesome trend is the increase in onscreen. The surgeon general has found a causal relationship between depictions of smoking in the movies and smoking initiation in youth. Young people who are heavily exposed to onscreen smoking are 2-3 times more likely to begin smoking than youth who are lightly exposed.
Onscreen tobacco use also was on the decline from 2005-2010, but published data for 2011 showed a rebound in tobacco use in youth-rated movies -- more than one-third higher than in 2010.
What can you do to help?
First, if you smoke or use smokeless tobacco, quit. Most states have programs to assist with smoking/tobacco cessation. In North Carolina, QuitlineNC, www.quitlinenc.com, provides free cessation services. QuitCoaching is a program available in different forms, which can be used separately or together, to help tobaccos user kick the habit.
Second, talk to your children about the dangers of smoking. If you smoke, understand that children of tobacco users have higher rates of smoking, have increased incidence of respiratory illnesses and more severe asthma.
Finally, take action. Speak out against the way tobacco companies target the African American community.