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The fact that menthol was not included in the original list of banned flavours concerned many in the public health arena who argued that menthol is used by the tobacco industry to attract young, inexperienced smokers and/or AfricanAmericans.3 In addition to youth appeal, the addition of medicinal menthol to cigarettes may also appeal to established health-concerned smokers who might otherwise quit.4 Others have investigated the internal tobacco industry documents for different but related questions on how tobacco companies manipulate menthol content in cigarettes to target young people5 and consumer perceptions of the sensory characteristics of menthol.6 This paper analyses internal tobacco industry documents to determine if tobacco companies marketed mentholated cigarettes as public health advocates allege, and how the tobacco industry managed consumer perceptions of menthol through marketing strategies

Reynolds American, Frequently Asked Questions. (accessed February 5, 2014)

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