Menthol: Deliberate Misleading Claims About “Healthier” Cigarettes
"The tobacco industry knew that consumers considered menthol cigarettes to be healthier than regular cigarettes, and that was precisely the intention behind the marketing."
Marketing that focuses on menthol attracts consumers who might not otherwise have started smoking: young, inexperienced users and people who find regular cigarettes unappealing.
Such marketing also retains smokers who are concerned about their health and who might otherwise have quit.
