South Middlesex Times

After conducting a study on the deceptive marketing tactics employed by tobacco companies targeting Black communities, Kymberle L. Sterling, an associate professor at the Rutgers School of Public Health, highlighted the predatory nature of such strategies. Sterling emphasized, “Evidence shows that the tobacco industry engages in predatory marketing tactics and that companies push certain products on specific groups.” The study, published in Nicotine and Tobacco Research, revealed that many Black adults who smoke menthol cigarettes are unaware of the deceitful ways in which tobacco companies promote their products.

Despite a federal pledge to ban menthol cigarettes, progress on this front has been slow. The U.S. Food and Drug Administration initially planned to implement a menthol ban by August 2023, but the measure has since stalled. This delay has prompted a coalition of medical and civil rights groups to sue the FDA for its inaction.

The study also shed light on the disproportionate impact of menthol products on Black communities, with an estimated 81 percent of Black cigarette-smokers opting for menthols compared to 34 percent of whites and 51 percent of Hispanics. To understand how tobacco companies target Black communities with menthol cigarettes, Sterling and colleagues at the Rutgers Institute for Nicotine and Tobacco Studies conducted a survey involving over 2,300 adults aged 18-45.

Results from the study indicated that tobacco companies' marketing strategies are effective, with a significant portion of respondents acknowledging the industry's tactics. Sterling expressed concern over the lack of awareness among respondents regarding tobacco company activities beyond marketing, stating, “To borrow a saying from my grandmother, tobacco companies are throwing rocks and hiding their hands.”

As the federal government remains inactive in addressing the issue, Sterling emphasized the need for state and local leaders to take action. She stressed the importance of community-engaged and culturally tailored communication efforts to educate the public about the detrimental impact of tobacco industry activities on Black communities.

The study, funded by the National Institute on Minority Health and Health Disparities of the National Institutes of Health, underscores the urgency of addressing the predatory marketing practices targeting Black smokers in the absence of federal intervention.