Written by John D. Brown
No Menthol Sunday is an annual call to action led by the Center for Black Health and Equity to encourage Black communities to reject tobacco use and highlight the negative impact that commercially available menthol tobacco products have on Black communities. This year, the organizing event was held on Sunday, May 17th, and called on the community to face a harsh reality. The argument is that for decades, the tobacco industry has deliberately targeted black Americans, and the results have been devastating.
For more than 50 years, Big Tobacco has saturated black neighborhoods by filling retail space with marketing of menthol cigarettes, sponsoring community events, advertising in magazines, and promoting to reach black consumers. These products are particularly appealing to Black youth because they are more visible in the community, heavily discounted, and more accessible.
Its influence spanned generations. In the 1950s, less than 10% of black smokers used menthol cigarettes. Today, that number has risen to more than 85%. This rise reflects a long-term, deliberate strategy by tobacco companies that has shaped their behavior for decades. Florida spends an estimated $587.5 million each year on tobacco industry marketing, and this problem exists in our Tallahassee neighborhoods, putting us at the center of its effects.
Now, a new generation is being drawn in through e-cigarettes. Flavors such as mint, mango, bubblegum and menthol are being used to attract new, younger users. The strategy hasn’t changed. The products may look different, but the goal is the same. It’s about attracting young black people early and securing lifelong customers.
The time to act is now. We must support and contribute to key organizations such as the Black Center for Health and Equity and its partners that protect and educate communities of color. We must protect funding for the Centers for Disease Control and Prevention’s Smoking and Health Division. This office supports state and local tobacco prevention programs, funds public education campaigns, and plays a critical role in helping communities across Florida and elsewhere address high rates of youth nicotine use and tobacco-related diseases. Without sufficient funding, these efforts will not be able to reach those who need it most.
Menthol masks the harshness of smoking, making it easier for young people to start smoking, but harder for addicts to quit. It’s not just a taste. It’s a tool designed to keep people hooked.
The tobacco industry is expanding its reach with inexpensive flavored cigars that can be smoked like cigarettes and sold for as low as 99 cents for three. These products are widely available in the same communities that have been targeted for decades. As a result, black high school students smoke cigars at higher rates than other high school students. With 10% of Florida high school students smoking, No Menthol Sunday is an important reminder of why this initiative is important.
Through my work at Black Men’s Health, I have seen firsthand how tobacco use impacts families and communities in Tallahassee and across Florida. Tobacco prevention and cessation remain at the heart of our efforts to connect people with resources to help them quit and protect future generations.
Community efforts alone are not enough to overcome decades of targeted marketing and industry influence. We need leadership at all levels, especially in our communities, statehouses, and Congress, to step up and take meaningful action. Tallahassee can be part of the change we want to see.
Nomenthol Sunday reminded us that we can’t afford to wait. It is time to end the predatory practices that have harmed Black communities for far too long and ensure that our next generation is not exposed to the same tactics.
John D. Brown is the chief advocate and founder of Black Men’s Health (www.BlackMensHealth.com).
