The European Union says goodbye to menthol cigarettes

Although they have been sold since the 1930s, since Wednesday 20 May the sale of menthol cigarettes in the European Union has been prohibited. Decided in 2014, the measure took 6 years to come into force. The ban is intended to put an end to a marketing strategy set up by cigarette manufacturers. Explanations.

A highly dangerous marketing product

According to anti-smoking campaigners, menthol cigarettes were genuine time bombs, particularly among the youngest smokers. The slight menthol taste was sold as less irritating and more refreshing. It was, moreover, a product aimed at women, who, the campaigners say, ended up turning to cigarettes higher in tar afterwards. Misleading and harmful advertising, in their view, which became the anti-smoking movement’s main battle.

Tobacco flavourings are only used in order to make the substance milder and more pleasant in the mouth. Since 2014, European Union countries have banned flavourings in tobacco. Cigarette manufacturers fought to keep menthol. But after years of relentless campaigning, the anti-smoking campaigners have won.

10% of the total world tobacco market goes up in smoke

10% is the share that menthol tobacco represented worldwide. That at least is what emerges from the investigation carried out by the Comité National Contre le Tabagisme (CNCT), the French national committee against smoking, into the marketing strategies of cigarette manufacturers. In France, menthol tobacco accounts for 8% of sales.

According to the committee’s chair, cigarette manufacturers deliberately concealed the perverse effects of menthol. They even went so far as to say that this type of cigarette was less dangerous to health, and also less irritating. Statements that anti-smoking campaigners found very hard to accept.

Menthol, far more harmful than it looks

Why mint in cigarettes? This flavour was not chosen at random. It brings a freshness that softens the effects of tobacco. According to the committee, however, menthol alters the perception of one’s breathing capacity and encourages the absorption of nicotine. Inhalation is then deeper and longer, which it says increases dependence.