Recruiting Young Smokers

By Kirsten Houmann, Ivanhoe Health Correspondent

ORLANDO, Fla. (Ivanhoe Newswire) -- The tobacco industry continues to recruit young smokers, even while overall cigarette sales are declining, according to a new study.

Researchers at the Harvard School of Public Health uncovered a strategic effort by tobacco companies to recruit and addict young smokers through manipulation of menthol levels in cigarettes. After studying internal tobacco industry documents and market research reports, conducting laboratory tests to measure menthol content in U.S. brands like Marlboro, Newport and Kool, and drawing data from the 2006 National Survey on Drug Use and Health, researchers found tobacco companies sought to increase brand sales among certain groups by controlling menthol levels. Companies had determined products with lower menthol levels appealed to younger smokers, and higher menthol levels suited long-term smokers of menthol cigarettes.

"We came across quite a few compelling documents that not only stated that the lower level of menthol was the ticket to capturing this younger segment of smokers, but that the companies needed a higher level menthol brand available for older smokers," Jennifer Kreslake, a research analyst in the Harvard School of Public Health and lead author of the study, told Ivanhoe.

In lower concentrations, menthol masks the taste and uncomfortable sensations of cigarette smoking. In higher concentrations, it provides a menthol taste and coolness during respiration.

In the past, Newport brand cigarettes had the lowest level of menthol, Kreslake explained. "We found memos of other competitors that indicated they were aware this low level of menthol is important for gaining acceptance among first time smokers, or starters," she said. The other companies then followed suit. In 2000, Marlboro introduced Marlboro Milds, cigarettes with a lower menthol concentration, while raising the menthol concentration in Marlboro Menthol, a favorite of older smokers. The 2006 national survey showed a significantly greater number of adolescent and young adult smokers used menthol brands compared to older smokers. In addition, researchers found African Americans as a whole were more likely to use menthol brands.

"The fact there are brands available, and the fact that they are customized for specific types of smokers is the concerning part," Kreslake said.

SOURCE: American Journal of Public Health, 2008; published online July 16, 2008

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