Exploring the Menthol Ban Narrative on Social Media
Problem
A controversial ban on menthol cigarettes and its impact on Black and Latinx smokers needed to be better understood.
In April 2022, the U.S. Food and Drug Administration proposed rules to ban menthol cigarettes, addressing historic inequities from predatory tobacco industry practices targeting Black communities. Industry opposition, amplified by civil rights leaders on social media, fueled a heated debate with tobacco control advocates. This clash drew policymakers' attention.
Solution
NORC developed a Community Engagement Panel to explore perceptions of and address misleading online messages.
Funded by The Truth Initiative and The American Heart Association, NORC’s Social Data Collaboratory, in collaboration with The Center for Black Health & Equity, documented social media debates about the proposed menthol cigarette ban. Our study interpreted these debates through the perspective of Black and Latinx menthol smokers, aiming to minimize biases common in social media research by incorporating lived experiences.
As a key component of this community-based participatory research, NORC established a Community Engagement Panel (CEP). The CEP prioritized diversity, equity, and inclusion throughout the research process. Given the tobacco industry's historical targeting of Black and Latinx communities, the CEP sought to understand how these communities perceived social media narratives surrounding the proposed ban.
The research team empowered panelists through multiple discussion sessions, encouraging two-way communication as the CEP explored several research questions, including:
- Tactics used by online groups opposing regulation
- How these messages resonated with community members
- Identification of influential voices in the menthol ban narrative
- Strategies for countering misleading information
Result
We found that Black and Latinx community members rarely saw social media content on the menthol ban.
Our research found that, despite menthol use being common in Black and Latinx communities, community members rarely encountered relevant content on their personal social media. The Community Engagement Panels (CEPs) identified trust, context, time, and shared power as guiding principles, yielding rich data beyond initial research questions.
The panel also explored anti-regulatory tactics. While the effectiveness of anti-regulatory messages was unclear, panelists suggested countering them with diverse voices and targeted cessation campaigns. Recommendations included addressing addiction, promoting Black longevity, and engaging trusted sources.
The project underscored the necessity for nuanced, culturally responsive social media analysis and emphasized the importance of extending efforts beyond online discourse to create meaningful change in tobacco control.
Contact Information
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Project Leads
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Chandria Jones
Principal Research ScientistProject Director -
Sherry Emery
DirectorSenior Advisor & Subject Matter Expert
“Elevating the voices of those most affected by the menthol ban is crucial for advancing health equity and driving meaningful change in tobacco control. Our Community Engagement Panel, developed in partnership with Truth Initiative and the American Heart Association, empowered diverse individuals with lived experience of menthol tobacco use to inform policy and counter misinformation, enhancing social discourse and improving community health.”
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