Fewer teens are smoking cigarettes, but new tobacco products are clouding the picture. Tobacco companies say fruit- and mint-flavored cigarettes are aimed at getting adult smokers to switch brands. However, these products have sparked claims that tobacco makers are also targeting youth.¹ While the debate goes on, parents can help guard their kids against the allure of sweet flavors and slick marketing.

New Products

Flavored cigarettes and smokeless tobacco began appearing in stores last year. These products come in a range of flavors, including apple, berry, citrus, coconut, mint, and vanilla.

While most of the new cigarettes have sun-drenched and tropical themes, one offers winter blends featuring ice-blue images with a choice of cool and warm flavors. Advertised as paths to parties, pleasure, independence, or new experiences, these products highlight themes that may also appeal to many youth.⁴

Heated Dispute

The companies that produce flavored tobacco products say they test them only on adults to find new ways to entice smokers to switch brands. The companies say that flavored tobacco products are part of a broad marketing trend that uses new tastes to sell other products such as beverages and chewing gum.⁵

Not everyone agrees. Pointing to packaging with rich colors, stylish designs, and fun themes that include hip-hop music images, the Campaign for Tobacco-Free Kids claims that flavored tobacco products are aimed at youth.⁶ Critics also say that by masking the taste of tobacco, sweet flavors make it easier for some kids to start smoking.⁷

Echoing these claims, several States have sued tobacco companies, saying that flavored tobacco products go against a 1998 legal settlement that barred marketing tobacco to kids.⁸

Likely Users

Whatever the intent behind the marketing of flavored tobacco products, all too often they will end up in the hands-and mouths-of youths. After all, more than half of young smokers aged 12 to 17 reported that they personally bought cigarettes at least once in the past month.⁹ Many young smokers also have friends or relatives buy cigarettes for them.

Local Action

While the courts tackle the legal issues, the point of purchase may be the best line of defense against flavored cigarettes and smokeless tobacco. Parents may be able to join a citizens group that asks retailers not to sell flavored tobacco products or to refuse special displays. Parents and community groups also can ask local officials to help restrict the sale of flavored tobacco products.

The Bottom Line.

At home, watch for signs that your child is using tobacco, flavored or not. Be prepared to remind your child that flavored tobacco is every bit as harmful as regular tobacco.

Flavored tobacco can be tempting for youths looking for something new. While smoking among young people has fallen, flavored tobacco products show that it's too soon to breathe easily.

Sources

Additional Resources:

• Centers for Disease Control and Prevention, February 7, 2005. Get Into Your Kid's Head-The "Got a Minute?" Campaign, last referenced 7/14/2005.
• Centers for Disease Control and Prevention, January 31, 2005. Surgeon General's Report for Kids About Smoking, last referenced 7/14/2005.
• Substance Abuse and Mental Health Services Administration. Synar Amendment: Protecting the Nation's Youth From Nicotine Addiction, last referenced 7/14/2005.