Psst... Hey, kid, try this cigarette

A new study suggests that the tobacco industry is still adept at manipulating the contents of cigarettes, with an eye on satisfying the tastes of young people. Kids like a light taste of menthol, so that's what cigarette manufacturers are providing.

It's no secret that the tobacco industry was pretty good, throughout the first half of the 20th century, at confusing the scientific evidence about the health harm caused by cigarettes. The industry had an entire research arm, called the Council for Tobacco Research, that claimed to be dedicated to dealing with what it called the health scare being perpetrated against smoking. The council dissolved in 1999, but until then it helped the industry battle scientific findings linking smoking to cancer and heart disease with scientific-sounding attacks.

One psychological attack by the council during the Cold War-era of the 1950s, for example, suggested that cigarette critics had hidden pyrophobia, a fear of fire, and a repressed fear of the atom bomb.

Today, there's solid evidence that smoking causes lung cancer, heart disease, stroke, as well as many other health problems, and no one is suggesting the health fears are all in your head.

A 2007 report by the Harvard School of Public Health showed that nicotine levels, the addictive element that makes cigarettes tough to quit, are increasing. Now a new study in the American Journal of Public Health suggests that the tobacco industry has been manipulating the levels of menthol in cigarettes to appeal to young smokers. The study is in the September 2008, issue, but is being released online today.

About 90% of cigarette customers get hooked on nicotine before age 19, according to the Centers for Disease Control and Prevention. The irony is that most smokers become addicted before they're legally old enough to buy a pack.

And kids prefer a minty taste when they first light up. Menthol brands have been rising in popularity with young adults, according to Gregory Connolly, professor of public health and co-author of the paper. Researchers looked at tobacco industry internal documents and found that cigarette companies were doing their own research into how controlling menthol levels could increase brand sales among specific groups. They found that older smokers liked a stronger hit of menthol, while younger smokers sneaking their first puffs preferred a light hint of menthol -- just enough to ease the burning shock to the throat. One 1987 document from R.J. Reynolds, cited in the study, said, "First-time smoker reaction is generally negative .... Initial negatives can be alleviated with a low level of menthol."

The companies positioned and marketed milder menthol products to appeal primarily to new smokers, introducing milder brands, such as Marlboro Milds, according to the study. "This is another example of the cynical behavior of the tobacco industry to hook teens," says Connolly.

-- Susan Brink

Photo credit: AP Carollyn Kaster

Comments

[L. Harrington]

Wow, this is surprising to me. When I started smoking in high school, I sneaked my mom's Kools (menthol) and I thought they tasted awful! I soon made the switch to what everyone in the world was smoking at the time, Marlboros in the box. That was in the late '60s. By the time I quit in 1989, I was up to about 3 packs a day. I was able to quit one time, cold turkey, and never looked back. I was lucky.

[whatever]

who care?? i am so sick of useless information regarding tabacco. Its harmful and addicting..we get the point already. ANd so what...they manipulated menthol levels....every product on the market twiks their product to get more buyers not just tabacco. All this energy spent on tabacco should be spent trying to find a cure for AIDs or cancer. And NO, I am not a tabacco user.

[Mike Sawyer]

One 1987 document from R.J. Reynolds, cited in the study, said, "First-time smoker reaction is generally negative .... Initial negatives can be alleviated with a low level of menthol."

“Kool is the cornerstone of the menthol category,” boasted Susan Ivey, the senior vice president of marketing for Brown & Williamson Tobacco (BWT) in 2000, while kicking off their new ad campaign “We Built the House of Menthol.”

Ivey’s savvy to passionately market her enslaving diverse smokes eventually paid off as RJ Reynolds Tobacco and BWT promoted her to CEO in 2001.

Susan Ivey the CEO of RJ Reynolds Tobacco in the life of the University of Florida? On the Florida Foundation Board, a Susan Ivey Professorship , and keynote speaker at commencement last year. Ironically, Ivey emphasized “Character and Credibility,” to the UF grads.

Read what professional people say about Ivey at Online petition: http://petitiononline.com/up1nlove/petition-sign.html

Hope you visit sign and share; let's get these merchants of death out of sacred places.

Mike Sawyer
Birmingham, Alabama