A new study reveals that banning menthol cigarettes could effectively push smokers toward quitting rather than switching to other tobacco products. Research published in the journal Drug and Alcohol Dependence found that menthol cigarette users would rather purchase nicotine replacement therapies than switch to traditional tobacco cigarettes when their preferred products are unavailable.
The study analyzed data from 172 cigarette smokers, including 76 exclusive menthol cigarette users and 96 non-menthol cigarette smokers, along with 91 users of multiple tobacco products. Participants were provided with online accounts to purchase tobacco and nicotine products, including cessation therapies.
"I think the most important conclusion from this study is that we can improve health outcomes by emphasizing policies that reduce sales of flavored products and increase accessibility of nicotine replacement therapies," said researcher Roberta Freitas-Lemos, an assistant professor at the Virginia Tech Fralin Biomedical Research Institute.
Menthol's Impact on Public Health
More than 9 million adults in the United States—approximately 32% of all smokers—use menthol cigarettes. Menthol makes smoking easier by reducing the harshness of cigarette smoke and providing a cooling sensation in the throat, potentially facilitating nicotine addiction.
The Biden Administration has faced criticism for delaying the U.S. Food and Drug Administration's proposed ban on menthol cigarettes. During a September congressional hearing, Brian King, director of the FDA's Center for Tobacco Products, stated that the menthol ban "continues to be a priority" and is currently under review at the White House.
When menthol cigarettes were unavailable in the study, researchers observed that menthol smokers showed less willingness to purchase other types of cigarettes, instead turning to nicotine replacement products like patches or gum. The study also noted higher demand for high-ventilation cigarettes, which feature filter holes that make smoke less harsh.
"Cigarettes with ventilation are milder and people think they are less harmful, but it is a false perception," Freitas-Lemos noted.
Industry Response: Menthol Mimics
Despite the potential public health benefits of menthol bans, tobacco companies have developed workarounds. A separate study published in JAMA Network Open in January 2025 highlighted the industry's introduction of "menthol mimics"—cigarettes that use synthetic cooling agents like WS-3 to replicate menthol's effects without technically containing menthol.
The JAMA study surveyed 3,200 U.S. adults and found that nearly 30% were aware of these menthol-mimicking products. Among those aware, about 37% had tried them, 25% were currently using them, and another 37% expressed interest in trying them.
Most concerning for public health officials, approximately half of current menthol cigarette smokers who knew about these alternative products indicated they would likely switch to synthetic cooling agent cigarettes if menthol cigarettes were banned nationwide.
Local and State Actions
While federal regulation remains pending, several jurisdictions have implemented their own menthol bans. Massachusetts and California have enacted statewide prohibitions, while cities in Colorado, Illinois, Maine, Minnesota, Ohio, and Oregon have implemented local bans.
Evidence suggests these bans can be effective—a recent review found that 24% of menthol smokers quit after menthol cigarettes are banned. However, the emergence of menthol mimics threatens to undermine these public health gains.
Future Regulatory Challenges
The development of menthol mimics presents a significant challenge for regulators. Awareness of these products is higher among Black Americans, current smokers, and residents of states with existing menthol bans.
Researchers noted that simply disclosing the name of the synthetic cooling agent (WS-3) did not discourage interest in these products. "Explaining to the public that WS-3 is used in shaving cream may yield a different response," the JAMA study authors suggested. "Future research needs to investigate how to communicate the potential harm of synthetic cooling agent menthol-mimicking cigarettes to individuals and to the public."
As regulatory bodies continue to develop policies aimed at reducing tobacco use, addressing these industry workarounds will be crucial to ensuring the effectiveness of menthol cigarette bans in promoting smoking cessation and improving public health outcomes.
