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The Impact of Menthol Cigarettes on Smoking Initiation among Non-Smoking Young Females in Japan

Author

Listed:
  • Gregory N. Connolly

    (Center for Global Tobacco Control, Harvard School of Public Health, 677 Huntington Ave, Landmark Center, 3rd Floor East, Boston, MA 02215, USA)

  • Ilan Behm

    (Center for Global Tobacco Control, Harvard School of Public Health, 677 Huntington Ave, Landmark Center, 3rd Floor East, Boston, MA 02215, USA)

  • Yoneatsu Osaki

    (Department of Environmental and Preventative Medicine, Faculty of Medicine, Tottori University, Nishimachi 86, Yonago, Tottori 683-8503, Japan)

  • Geoffrey F. Wayne

    (Center for Global Tobacco Control, Harvard School of Public Health, 677 Huntington Ave, Landmark Center, 3rd Floor East, Boston, MA 02215, USA)

Abstract

Japan presents an excellent case-study of a nation with low female smoking rates and a negligible menthol market which changed after the cigarette market was opened to foreign competition. Internal tobacco industry documents demonstrate the intent of tobacco manufacturers to increase initiation among young females through development and marketing of menthol brands. Japanese menthol market share rose rapidly from less than 1% in 1980 to 20% in 2008. Menthol brand use was dominated by younger and female smokers, in contrast with non-menthol brands which were used primarily by male smokers. Nationally representative surveys confirm industry surveys of brand use and provide further evidence of the end results of the tobacco industry’s actions—increased female smoking in Japan. These findings suggest that female populations may be encouraged to initiate into smoking, particularly in developing nations or where female smoking rates remain low, if the tobacco industry can successfully tailor brands to them. The Japanese experience provides a warning to public health officials who wish to prevent smoking initiation among young females.

Suggested Citation

  • Gregory N. Connolly & Ilan Behm & Yoneatsu Osaki & Geoffrey F. Wayne, 2010. "The Impact of Menthol Cigarettes on Smoking Initiation among Non-Smoking Young Females in Japan," IJERPH, MDPI, vol. 8(1), pages 1-14, December.
    • Handle: RePEc:gam:jijerp:v:8:y:2010:i:1:p:1-14:d:10684
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    References listed on IDEAS

    as
    1. Kreslake, J.M. & Wayne, G.F. & Alpert, H.R. & Koh, H.K. & Connolly, G.N., 2008. "Tobacco industry control of menthol in cigarettes and targeting of adolescents and young adults," American Journal of Public Health, American Public Health Association, vol. 98(9), pages 1685-1692.
    2. Lambert, A & Sargent, J D & Glantz, S A & Ling, P M, 2004. "How Philip Morris unlocked the Japanese cigarette market: lessons for global tobacco control," University of California at San Francisco, Center for Tobacco Control Research and Education qt1rc3m86n, Center for Tobacco Control Research and Education, UC San Francisco.
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