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Inrecentyears,tobaccomanufacturershavefloodedthe marketwithfruit,alcoholandevencandyflavouredcigars andsmokelesstobaccoproducts.Whiletheuseof additivestoimproveflavourandodourisnotnewtothe tobaccoindustry,thebrazenmarketingofchocolate, bubblegum,vanilla,bananasplit,mintandotherflavours thatareattractivetoyouthisunprecedented.Flavoured tobaccoproductsappearevenmorekidfriendlyand amusingasmanufacturerscoordinatethepackagingto theflavour. Internaltobaccoindustrydocumentsclearlyrevealwhy thecompaniesaredoingthis.Theseadditivesare: Designedtomakethefirstsmokingexperiencemore pleasurablebyimprovingthetasteandsensationsfor smokersandchewers Designedtoencourageexperimentation Designedtomakesmokingeasierbymaskingthe irritationonairways,preventingairwaysfrom tighteningandpreventingthesmokerfromcoughing (coughingisthebodyswayofprotectinglungsfrom inhalingharmfulsubstances). Designedtomakesmokingtrendyanddynamic Designedtodisguisethesmellofsecondhand smoke,andreduceconcernsandcomplaintsfrom nonsmokersnearsmokers
HowtheIndustryBaitsitsPrey
Tobacco Productsin Canadaare flavoured with:
Appletini BananaSplit Blueberry BubbleGum Cherry ChocolateMint Cinnamon Clove Coconut Cosmo CottonCandy Grape Mango Menthol Mint OrangeLiqueur Peach PeanutButter andJam PinaColada Raspberry Rum Spearmint Strawberry Tangerine Tequila Vanilla Wildberry Wintergreen Watermelon Whisky
Designedtomakethefirstsmoking experiencemorepleasurable
Flavouringsreducetheunpleasantsmellandtasteoftheir products.AformerPhilipMorrisemployeeexplainedthe harshnessandbitternessofnicotineisnotacceptable aloneinacigarette.Thereisstrongscientificevidenceto supportboththeneedfornicotineintheproductsand theneedtomodifyitsflavortomakeitsdelivery acceptabletothesmoker.1 Theadditionofflavouringagentstotobaccoproducts makesthesmokingexperiencebetterespeciallyfor newsmokers.AnRJRTobaccoexecutivesaw chocolate/vanillin/licorice/tobaccoenhancersasan excitingdevelopmentwhichappearstohaveand consumption,especiallyamongyoungpeople.2,3
Flav voured c cigarette esare, w without doubt, d asectorofthe tob baccopr roduct m market thatis ngand growin w contin will nueto grow.
TobaccoJournal J Intern national10
Ju une2009
Designedtomakesmokingtrendyanddynamic
Althoughmentholhasbeenaddedtocigarettesfor decades,thewaymentholcigarettesaredesignedand marketedhaschangeddramaticallyinrecentyears. Recenttrendsinmarketingmentholinclude: Newbrands Newcigarettedesigns Newpackaging
Twoofthemultinationaltobaccocompaniesoperatingin Canada(BATandJTI)haverecentlylaunchedmenthol cigaretteswithanoveltydesignfeaturelikelyto encourageexperimentation.(Thefiltercontainsa mentholcapsulethat,whencrushed,releasesasudden surgeofflavouring).Smokingismademoredynamicby theinvitationtoSqueeze,Click,Change. Thisnewgenerationofmentholproductsaresuccessfulat recruitingsmokers.Tradeanalystsreportthatwhilesales oftraditionalcigarettesarefalling,themarketfor mentholcigaretteisnotdecliningasrapidly.11,12While onlyonementholcigarettebrandrankedamongthe10 toppremiumbrandsin2005,threementholcigarette brandsmadethelistin2008.13 Justasdemandforcigarillosincreasedwhen manufacturersbeganofferingawidearrayofflavoured littlecigarsandtobaccorollingpapers(blunts),Canadians
shouldexpectthementholmarkettoexpandas manufacturersputmoreenergyanddollarstostimulate growthandboostsalesofmentholproducts,astheyhave doneintheUS. InCanada,themarketshareformentholcigarettesis considerablysmallerthanitisintheUnitedStates,where tobaccocompanieshaveaggressivelymarketedmenthol cigarettestoBlackAmericans.ThemarketshareinCanada (at2%)14isnowmuchlowerthanintheUnitedStates(at 27%15).Ifwhenthenewgenerationofmenthol productsareintroducedinCanada,thismaychange.
Designedtodisguisethesmellofsecondhandsmoke.
Withthepublicbetterinformedondangersof secondhandsmoke,smokersfacegreatersocialpressures toquitsmoking. Manufacturersareeagertoprovidesmokerswith alternativestoquitting,suchascigarettesthatsmellless. Manufacturersoffersmokerswithcleanerandless problematicsmokesthankstotheirLSS(LessSmoke Smell)technology. Thesecigarettesuseflavouringslikevanillatomaskthe scent.Althoughthesmellandvisibilityofthetobacco smokemaybelessdistasteful,itisjustasharmful. Reducingthesmellofsecondhandsmokemayreduce complaintsfromnonsmokers,andmakesmokingless sociallyundesirable.Nonsmokersmayalsobelesslikely toremovethemselvesfromthepresence(andharms)of thesecondhandsmoke.
Mirage,acigarettebrandmarketedasproducinglessofasmoke smell.LaunchedinCanadainDecember2007byJTIMacdonald.
June2009
Notjustforsmokers
Smokelesstobaccoisalsomixedwithflavourslikelyto increasetrial,experimentationandeventualaddiction.
Since2005,aroundthetimecandyflavouredchewappearedin Canada,chewusebeganincreasing,reversinga17yeardecline datingbackto1998.1615to19yearoldsrepresentonequarterofall smokelesstobaccousers,eventhoughtheyarelessthan7%ofthe population.17 In2006,theNationalSmokelessTobaccoCompanyannouncedthat7 ofthetop10bestsellingsmokelessproductswereflavouredand boastedthattheirbusinesshadgrownthankstonewflavoursand pouchedoraltobacco.18
Recentpublicmeasurestostopthesaleof candycoatedtobaccoproducts
Inrecentyears,severalgovernmentshaveintroduced measurestocurbtheuseofflavouringsintobacco products. Australia Thesaleofmostconfectionaryflavoured,confectionary scentedandfruitflavouredorfruitscentedcigarettesis bannedinACT,19NSW20andSouthAustralia21.Tasmania hasgonefurtherbyextendingthebantoalltobacco productsandrollingpapers.22Tobaccoproductsflavoured withmenthol,nutandseedflavouringagents(coffee, pepper,etc.)remainlegal. UnitedStates ThestateofMainebanstheimportandsaleofcigarettes andcigarsthatcontainaconstituentthatimpartsa characterizingflavor,meaningadistinguishabletasteor aromathatisimpartedtotobaccoortobaccosmoke eitherpriortoorduringconsumption,otherthanataste oraromafromtobacco,menthol,clovecoffee,nutsor peppers,exceptforthosethatwereonthemarketprior to1985.23Somementholatedandflavouredcigarettes andcigarsremainlegal. Undera2006agreementwithAttorneyGeneralsfrom fortystates,ReynoldsTobaccoagreedtostopsellingsome brandsofflavouredcigarettes,andtoabstainfrom naming,marketingorevokingcandy,fruitandalcohol flavoredcigarettesinthefuture.24Theagreement exemptsallmentholflavouredproducts.Moreover,the billthatwouldtheUnitedStatesFoodandDrug Administration(FDA)toregulatetobacco,wouldban flavouredcigarettes,butexemptsmenthol.25 Canada OntariobecamethefirstCanadianjurisdictiontoban flavouredcigarillos,anditslegislationhasthepowerto banothercategoryofflavouredtoproducts.26AsofMay 26,2009,thislawhadnotbeenputintoforce. BackbenchlegislatorsinNovaScotia27andthefederal HouseofCommons28havetabledlegislationthatwould bantheadditiontotobaccoproductsofanyflavouring additiveotherthantobaccoandsugar. OnMay262009,CanadasHealthMinistertabledBillC 32,29whichwouldbanflavouredcigarillos,cigarettesand blunts(tobaccorollingpapers),butexemptmentholasan additive.Thebanonflavouringsdoesnotextendto kreteks(clovecigarettes)orchewingtobacco,even thoughtheseproductsarealsosuccessfullytargeting youth.30
June2009
References
1 FaroneWA,PhilipMorris,1996.ThoughtsonPhilipMorrisResponseonManipulationandControl:TheUseofCasings andFlavorings:Installment2.DraftDocument.March27,1996.BatesNo.520942227/2231. http://legacy.library.ucsf.edu/tid/mqh01d00. 2 LewisMJ,WackowskiO.,2006.DealingWithanInnovativeIndustry:ALookatFlavoredCigarettesPromotedby MainstreamBrands.AmericanJournalofPublicHealth2006,96(21)244251. www.ajph.org/cgi/content/abstract/96/2/244 3 HarvardSchoolofPublicHealth,2005.Internaldocumentsshowcigarettemanufacturersdevelopedcandyflavored brandsspecificallytotargetyouthmarketdespitepromises.PressRelease,November10,2005. www.hsph.harvard.edu/press/releases/press11102005.html 4 PhilipMorris,1992.Newfavorsqualitativeresearchinsights,Presentation,October1992.No.Bates2048207525/7537 http://legacy.library.ucsf.edu/tid/cro16e00 5 HealthCanada.CanadianTobaccoUseMonitoringSurvey,2008.SummaryofResultsfortheFirstHalfof2008(February June) 6 HealthCanada.BackgrounderAnActtoAmendtheTobaccoActhttp://www.hcsc.gc.ca/ahcasc/media/nr cp/_2009/2009_78bk1eng.php 7 WorldHealthOrganization,2007.Thescientificbasisfortobaccoproductregulation:reportofaWHOstudygroup. www.who.int/tobacco/global_interaction/tobreg/9789241209458.pdf 8 PletcherMJ,etal.,2006.MentholCigarettes,SmokingCessation,Atherosclerosis,andPulmonaryFunction.ArchIntern Med.2006;166:19151922. 9 BatesC,JarvisMandConnollyG.,1999.TobaccoControlTobaccoadditives:Cigaretteengineeringandnicotine addiction.http://old.ash.org.uk/html/regulation/html/additives.html#_Toc5014 10 TobaccoJournalInternational.Filteringforflavour,22Oct2008. 11 ConvenienceStore/Petroleum(CSP)Magazine,2008.BreathingNewLifeRecentliftinmentholinvigoratessluggish cigarettecategory.July2008.www.cspnet.com/Media/PublicationsArticle/CSP_Breathing_New_Life_F6_0708.pdf 12KreslakeJM,etal.,2008.TobaccoIndustryControlofMentholinCigarettesandTargetingofAdolescentsandYoung Adults.AmericanJournalofPublicHealth,September2008,Vol98,No.9.www.medscape.com/viewarticle/581296 13 ConvenienceStore/Petroleum(CSP)Magazine,2008.BreathingNewLifeRecentliftinmentholinvigoratessluggish cigarettecategory.July2008.www.cspnet.com/Media/PublicationsArticle/CSP_Breathing_New_Life_F6_0708.pdf 14 Nielsen2006.ConvenienceandGasConveniencePanelTrack. 15 KreslakeJM,etal.,2008.TobaccoIndustryControlofMentholinCigarettesandTargetingofAdolescentsandYoung Adults.AmericanJournalofPublicHealth,September2008,Vol98,No.9www.medscape.com/viewarticle/581296 16 PhysiciansforaSmokefreeCanada,2008.Canadianpercapitaconsumptionofpipe,snuff,chewingtobaccoandcigars 19982007.Factsheet,June2008.www.smoke free.ca/factsheets/pdf/cigars,%20snuff,%20chewing%20and%20pipe%20tobacco.pdf 17 CTUMS,2007.AnalysisbyPhysiciansforaSmokeFreeCanada. 18 NationalSmokelessTobaccoCompany,2007.PresentationmadeduringConvenienceUCarWacs,March7&8,Toronto. www.conveniencecentral.ca/images/showguide.pdf 19 AustralianCapitalTerritoryGovernment,2009.Tobacco(ProhibitedSmokingProducts)Declaration2009(No1). www.legislation.act.gov.au/ni/200953/current/pdf/200953.pdf 20 NewSouthWalesGovernment,2008.PUBLICHEALTHACT1991SECT54AProhibitedtobaccoproducts. www.austlii.edu.au/au/legis/nsw/consol_act/pha1991126/s54a.htmland www.cancerinstitute.org.au/cancer_inst/news/pdfs/20080118_flavouredciglaws.pdf 21 GovernmentofSouthAustralia.News:FruitflavouredcigarettesbannedinSA.2006 www.premier.sa.gov.au/news.php?id=862
June2009
22 TasmaniaGovernment,PUBLICHEALTHACT1997Chapter4SECT68A. www.austlii.edu.au/au/legis/tas/consol_act/pha1997126/s68a.html 23 MaineStateLegislature,2008.LD1361:AnActConcerningCertainFlavoredCigarettesandFlavoredCigarsandHard Snuff,June2007.www.mainelegislature.org/legis/bills/bills_123rd/chappdfs/PUBLIC467.pdf 24 NewYorkStateAttorneyGeneralAndrewM.Cuomo,2006.AttorneysgeneralandR.J.Reynoldsreachhistoricsettlement toendthesaleofflavoredcigarettes.Pressrelease,October2006.www.oag.state.ny.us/press/2006/oct/oct11a_06.html 25 WaxmanHA,2009.UnitedSates.HouseofRepresentatives1256:theFamilySmokingPreventionandTobaccoControl Act.(April2ndversion)http://energycommerce.house.gov/Press_111/20090304/hr1256.pdf 26 OntarioLegislature,2008.SmokeFreeOntarioAmendmentAct(Cigarillos),2008(Bill124).December12,2008. http://www.elaws.gov.on.ca/html/source/statutes/english/2008/elaws_src_s08026_e.htm 27 NovaScotiaNDPCaucus,2008.MasseyIntroducesLegislationBanningSaleOfCigarillos.May7,2008. www.ndpcaucus.ns.ca/news.asp?ID=3938etwww.gov.ns.ca/legislature/legc/bills/60th_2nd/1st_read/b159.htm 28 GlobeandMail,2008.Teensturningontoflavouredcigarillos.June24,2008. www.theglobeandmail.com/servlet/story/RTGAM.20080624.wlsmoke24/BNStory/specialScienceandHealth/home 29 HouseofCommonsofCanada,2009.BILLC32:AnActtoamendtheTobaccoAct,May26,2009. www2.parl.gc.ca/content/hoc/Bills/402/Government/C32/C32_1/C32_1.PDF 30 PhysiciansforaSmokeFreeCanada.Factsheet.SmokelessTobacco:Candycoatingcarcinogens.
June2009