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Menthol masks the harshness of cigarette smoke, making them easier to smoke and harder to quit
The material revealed major tobacco corporations' targeting of Black communities, their efforts to recruit youthful smokers via menthol brands and their racially tinged attitudes toward what they referred to as "poverty markets." Targeted advertising is still driving the popularity of menthol tobacco products among these groups, including claims that menthol additives are healthy, organic and even socially cool, with the latter ads directed toward teens
This meant that while high-end products either reduced tar or introduced new low-tar options, consumer preferences remained crucial
So, while the exact figures fluctuate, the direction has been consistently upwards, making it a significant financial consideration for smokers in Aotearoa