Menthol: A Hook for Young Smokers
New research from the Harvard School of Public Health shows that tobacco companies have been deliberately varying levels of menthol in their cigarettes, marketing cigarettes with lower levels of menthol to younger smokers and then increasing the level of menthol with the age of the target demographic. From the article:
One document from R.J. Reynolds noted that all three major menthol brands "built their franchise with YAS (younger adult smokers) ... using a low-menthol product strategy. However, as smokers acclimate to menthol, their demand for menthol increases over time."In 1987, R.J. Reynolds marketed low-level menthol varieties to persuade consumers to switch from regular brands and to recruit new, young smokers, noting: "First-time smoker reaction is generally negative. ... Initial negatives can be alleviated with a low level of menthol."
This new research serves as a reminder that, despite famous regulations about where and how Joe Camel can be displayed, tobacco companies continue to market deadly products to very young people.
