Harvard Research: Menthol-Flavoured Cigarettes Used to Lure Adolescents




According to the report published by the Associated Press, tobacco corporations intentionally altered the menthol levels in their products depending on their target consumers. If the cigarettes were marketed to younger smokers, the levels of nicotine and menthol in them were reduced; while tobacco products to “hook on” more experienced smokers featured larger quantities of both nicotine and menthol. This information is based on a study conducted by scientists of the Harvard School of Public Health.


The Harvard researchers examined strategic plans, products development documents and other files of tobacco companies from previous decades. The documents clearly showed that tobacco manufacturers used the method of controlling the menthol content in cigarettes in order to facilitate sales. Since milder tobacco products with little menthol seemed to attract younger consumers, the low-menthol, low-nicotine brands were advertized to this specific group of smokers.

For example, these marketing strategies are reflected in a R.J. Reynolds file that stated that the main menthol tobacco producers reduced menthol levels in their cigarettes in order to be more appealing to “younger adult smokers”. However, a high-menthol strategy was used by them to attract older smokers, who in time became more accustomed to menthol and developed a higher demand for it. The files also showed that first-time smokers usually reacted negatively to menthol-containing cigarettes; this is why the corporations introduced their low-menthol products specifically to recruit new consumers and persuade long-term smokers to switch from additive-free cigarettes to their menthol brand.

The Philip-Morris Corporation applied a two-point plan to enlarge Marlboro’s participation in the ”menthol cake” by marketing to specific groups of smokers, including youngsters. “Marlboro Milds” that came to the national market in 2000 became instantly accepted by young consumers and brought the company about 80 percent growth in sales. Simultaneously with introducing this new product, the corporation raised the menthol levels of its regular Marlboro Menthol cigarettes, with an intention to attract more experienced smokers.

Harvard researcher Howard Koh says that tobacco industry has been watchfully controlling the menthol levels of their cigarettes not only to draw in adolescents but also to hook on their tobacco brands long-term smokers.

While the Congress is currently pondering on giving the Food and Drug Administration certain controls over regulating tobacco industry, cigarette flavourings will not be banned under that bill. Tobacco corporations will still be selling their menthol brands and caging up both first-time smokers and their more experienced counterparts.

Such incomplete policy has led to severe criticism from many anti-smoking advocates, who point out that menthol in cigarettes attracts some individuals to start smoking and discourages others from attempting to quit. The anti-smoking lobby is urging to ban menthol-flavoured cigarettes altogether.

Currently, menthol cigarettes make up almost 30 percent of the U.S. tobacco product market. Although all-national tobacco sales have undergone a steady decline in the recent decade, sales of flavoured brands, including menthol-containing cigarettes, have remained intact.

Documents analyzed in the research show that many more young adults prefer to smoke menthol cigarettes, in comparison with older smokers. They also demonstrate that African American smokers generally prefer menthol cigarettes to regular brands.

The research has been financially supported by the National Cancer Institute and the American Legacy Foundation that advocates for making the U.S. a smoke-free country.

Jimmy Edwards

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Posted on July 27, 2008 
Filed Under Smoking and Youth, Stop Smoking News, Tobacco Research

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