Photo courtesy of Jan Michael Dimayuga via Flickr
Although it has long been known that smoking cigarettes poses a serious risk to public health, flavored cigarettes have become prevalent in our communities and have begun to target vulnerable groups with marketing that aims for accessibility and appeal.
One enemy still present in the fight against health inequities, especially in Black communities, is menthol-flavored tobacco products. The Campaign for Tobacco-Free Kids highlights a 2017 nationwide study which found that stores in neighborhoods with the highest proportion of African Americans have more than double the odds of being targeted with ad promotions for tobacco products, compared to stores in neighborhoods with the lowest proportion of African Americans.
Black communities already experience health disparities, such as higher rates of smoking-related illnesses and worse overall health outcomes (Bach 2020). This intentional marketing approach has led to a concerning rise in tobacco usage among Black adults and young people equally.
According to the Campaign for Tobacco-Free Kids, during the 1970s, major tobacco companies sought for a place in the African American market share by sponsoring music and community promotional bar nights such as Brown & Williamson’s “Kool Jazz Festival,” R.J. Reynolds “Salem Summer Street Scenes,” and Phillip Morris’s “Club Benson & Hedges.”
As referenced in Bach 2020, this effort later led to menthol-flavored products also being heavily promoted to the Black community. The flavored tobacco industry has deliberately targeted Black customers with marketing activities.
Now, rather than conventional tobacco advertisements, we watch alluring commercials promoting products that frequently imitate the tastes of well-known candy and drinks.
Because these products take advantage of historical injustices and ingrained inequality in society, their appeal is enhanced by their placement within the cultural framework of our communities.
Additionally, a Tobacco Products Scientific Advisory Committee’s (TPSC) report and a Food and Drug Administration’s (FDA) analysis conclude that African Americans are disproportionately burdened by the health harms of menthol cigarettes.
TPSAC concluded that the marketing and availability of menthol cigarettes increases the overall prevalence of smoking and reduces cessation among African Americans (Bach 2020).
Additionally, studies show that Black people are disproportionately affected by rising rates of respiratory illnesses, cardiovascular problems, and other smoking-related health problems. Compared to White Americans, Black Americans have a 50% higher risk of smoking-related illnesses.
Education and awareness campaigns are vital to inform youth and adults about the dangers of flavored tobacco products. It’s critical to understand that the battle against flavored tobacco products is linked to the quest for justice and health equity.
As we confront this challenge, we must amplify the voices of those most affected. Our communities are not merely statistics; they are filled with individuals whose lives are impacted daily by the choices offered to them.
It is more important than ever to address flavored tobacco products. Black communities’ health and wellbeing are seriously threatened by these products.
We must continue to fight back against this issue. We can accomplish this by supporting educational programs and organizing neighborhood-based efforts. All individuals, regardless of their background, deserve the opportunity to live healthy, fulfilling lives free from a flavored tobacco addiction. It is not just a health imperative; it is a moral one.
Jewel Harris is a Bronx Reality Check youth ambassador for NYC Smoke-Free Public Health Solutions.
