The Wisconsin Department of Health Services (DHS) has launched a digital education and outreach campaign highlighting the dangers of menthol in commercial tobacco products and focused on the impact that targeted marketing of these products has on certain communities. “Over generations, menthol in tobacco has had a catastrophic health impact on Wisconsinites,” said State Health Officer Paula Tran. “Each year 7,900 Wisconsinites die from tobacco use. National studies have shown that if menthol cigarettes were no longer available in Wisconsin, an estimated 17,200 adults in the state would quit smoking.” Today, menthol remains widely in use, with menthol sales increasing over the last decade. During this time, menthol tobacco advertisements have been disproportionately promoted to African American and other communities of color. As a result of these advertising methods, menthol is now used by nine in 10 African Americans in Wisconsin who smoke and smoking contributes to the three leading causes of death among this community: heath disease, cancer, and stroke. Additionally, the adult smoking prevalence for African Americans in Wisconsin is much higher, in some cases nearly twice as high, compared to other communities across the state. DHS and other health officials are raising the alarm that the commercial tobacco industry is using the same tactics—high-density advertising, sponsorship of events and music festivals, retail promotions, and the sale of flavored products—to similarly target other populations, such as youth, young adults, and the LGBTQ+ community. In Wisconsin, 9,300 young people under age 18 will try cigarettes for the first time every year, and half with start with menthol. “The result will be that we will continue to see generations of people dying from smoking-related illnesses or suffering long-term addictions,” said Vicki Huntington, section manager with the DHS Commercial Tobacco Prevention and Treatment Program. “Through this awareness campaign, we want to inform people about the harm that comes from menthol tobacco use and call attention to the tactics that the industry is using to get people addicted.” This digital marketing campaign is one part of the DHS’ broad public awareness efforts that provide the facts and treatment resources to youth, parents, and adults about the health impacts of tobacco and nicotine across all ages. Alongside these campaigns, DHS continues to raise awareness among retailers regarding 21 being the legal age of sale for tobacco and nicotine products. The Wisconsin Tobacco Quitline provides personalized support for people who are interested in learning about reducing or quitting tobacco. The Quit Line also offers extra coaching support for those who use menthol cigarettes. Learn more by texting READY to 34191, calling 800-QUIT-NOW (800-784-8669), or visit
