By Jon D. Brown
No Menthol Sunday is an annual call to action, led by The Center for Black Health & Equity, for the Black community to reject tobacco use and highlight the detrimental impact commercial menthol tobacco products have on Black communities. This year, the organizing event fell on Sunday, May 17, and implored the community to confront a hard truth: for decades, the tobacco industry has deliberately targeted Black Americans, and the consequences have been devastating.
For more than 50 years, Big Tobacco has saturated Black neighborhoods with marketing for menthol cigarettes, sponsoring community events, placing ads in magazines, and filling retail spaces with promotions designed to reach Black consumers. These products are more visible, more heavily discounted, and easier to access in our communities, making them especially appealing to Black youth.
The impact has spanned generations. In the 1950s, fewer than 10% of Black smokers used menthol cigarettes. Today, that number has climbed to more than 85%. The uptick reflects a long-term, intentional strategy by tobacco companies that has shaped behavior for decades. An estimated $587.5 million is spent each year on tobacco industry marketing in Florida, and this issue is present in our neighborhoods in Tallahassee, we are at the heart of its impact.
Now, a new generation is being drawn in through e-cigarettes. Flavors like mint, mango, and bubble gum, along with menthol, are being used to attract new, young users. The strategy has not changed. The products may look different, but the goal remains the same: hook young Black people early and secure lifelong customers.
The time to act is now. We must support and contribute to leading organizations like the Center for Black Health & Equity and their partners, who contribute to protecting and educating communities of color. We must protect funding for the Centers for Disease Control and Prevention’s Office on Smoking and Health. This office plays a critical role in supporting state and local tobacco prevention programs, funding public education campaigns, and helping communities, including those across Florida, address high rates of youth nicotine use and tobacco-related disease. Without adequate funding, these efforts cannot reach the people who need them most.
Menthol masks the harshness of smoking, making it easier for young people to start and harder for those who are addicted to quit. It’s not just a flavor. It’s a tool designed to keep people hooked.
The tobacco industry has expanded its reach with cheap, flavored cigars that can be smoked like cigarettes and are often sold at prices as low as three for 99 cents. 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 their peers. With 10% of Florida high school students smoking, No Menthol Sunday is an important reminder of why this work matters.
Through our work at Black Men’s Health, I have seen firsthand how tobacco use affects families and communities in Tallahassee and across Florida. Tobacco prevention and cessation remain central to our efforts as we work to connect people with resources that 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 every level, especially in our communities, State Legislature, and Congress, to step up and take meaningful action. Tallahassee can be a part of the change we wish to see.
No Menthol Sunday served as a reminder that we cannot afford to wait. It is time to end the predatory practices that have harmed Black communities for far too long and to ensure that our next generation is not subjected to the same tactics.
Jon D. Brown is the Chief Advocate and Founder of Black Men’s Health, www.BlackMensHealth.com .
