On January 15, the Wisconsin Department of Health Services (DHS) launched a targeted digital education campaign highlighting the dangers of menthol tobacco products. The campaign targets groups the department feels have been “disproportionately targeted” by menthol marketing, including Blacks and other people of color, youth, young adults, and members of the LGBTQ+ community.
The DHS and other health officials say the commercial tobacco industry is using tactics like high-density advertising – such as sponsorships of events and music festivals – retail promotions, and the sale of flavored products to get people addicted to smoking.
“Over generations, menthol in tobacco has had a catastrophic health impact on Wisconsinites,” said State Health Officer Paula Tran. “Each year 7,900 Wisconsinites die from tobacco use. National studies have shown that if menthol cigarettes were no longer available in Wisconsin, an estimated 17,200 adults in the state would quit smoking.”
The DHS says menthol is used by nine of 10 Black Wisconsinites who smoke, contributing to the three leading causes of death in the community: heart disease, cancer, and stroke. It also said the prevalence of smokers in Black communities is “sometimes nearly twice as high compared to other communities across the state.”
“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, section manager with the DHS Commercial Tobacco Prevention and Treatment Program. “Through this awareness campaign, we want to inform people about the harm that comes from menthol tobacco use and call attention to the tactics that the industry is using to get people addicted.”
