The Sconi

The Wisconsin Department of Health Services (DHS) has initiated a digital education and outreach campaign to emphasize the health risks associated with menthol in commercial tobacco products. This effort is particularly focused on how targeted marketing affects specific communities.

"Over generations, menthol in tobacco has had a catastrophic health impact on Wisconsinites," stated State Health Officer Paula Tran. She highlighted that "each year 7,900 Wisconsinites die from tobacco use," and noted that studies suggest if menthol cigarettes were unavailable, approximately 17,200 adults in Wisconsin might quit smoking.

Despite the known risks, menthol sales have increased over the past decade. Advertisements for these products have been disproportionately aimed at African American and other communities of color. Consequently, nine out of ten African Americans who smoke in Wisconsin use menthol cigarettes. Smoking contributes significantly to heart disease, cancer, and stroke—the leading causes of death among this community. Additionally, the prevalence of smoking among African Americans in Wisconsin is notably higher than in other groups.

Health officials warn that similar marketing tactics are being used to target youth, young adults, and the LGBTQ+ community through high-density advertising and flavored product promotions. Each year in Wisconsin, 9,300 young people under 18 try cigarettes for the first time, often starting with menthol.

"The result will be that we will continue to see generations of people dying from smoking-related illnesses or suffering long-term addictions," said Vicki Huntington from the DHS Commercial Tobacco Prevention and Treatment Program. The campaign aims to inform about the dangers of menthol tobacco use and highlight industry tactics fostering addiction.

This digital campaign is part of DHS's broader public awareness initiatives providing information and treatment resources regarding tobacco and nicotine's health impacts across all ages. DHS also works to remind retailers about the legal age for selling these products.

The Wisconsin Tobacco Quitline offers personalized support for those interested in reducing or quitting tobacco use. Additional coaching is available for users of menthol cigarettes by texting READY to 34191 or calling 800-QUIT-NOW (800-784-8669).