News coverage of the proposed menthol cigarette ban in the United States (2022-2024): a content analysis

In April 2022, the US Food and Drug Administration announced a proposed ban on menthol cigarettes, a historic policy to improve public health. This study aimed to identify arguments used to position the ban in relevant news sources to determine how messages were framed and inform future educational and policy efforts.

Online news databases were searched for articles about the ban published between April 2022 and April 2024 in the top 25 circulating newspapers in the United State, one online-only news source (CNN), three national news wires (AP, Reuters, UPI), and one press release wire. Unique articles (n = 122) were coded for pro- and anti-ban arguments and their sources.

Supporting arguments referred to public health benefits (75% of all articles), health equity issues (66%), and targeted marketing of tobacco products in Black communities (61%). Most articles also noted youth prevalence (65%) and that menthol qualities facilitate use (57%). Fewer articles (34%) mentioned that ban enforcement would not be against individuals. Anti-ban arguments related to concerns about increased criminalization in Black communities (54%), and 20% referred to the ban as discriminatory. Arguments on both sides were attributed to Black organizations, leaders, and advocates (pro-48%; anti-26%).

This study identified gaps in news coverage related to the ban's rationale, enforcement plans, and industry-funding of anti-ban advocacy efforts, finding that coverage often framed the ban as a debated issue, particularly with implications for Black individuals and communities. Messaging on these topics may build public and political support for menthol cigarette policies.

Our findings suggest that message amplification about the rationale for menthol cigarette policies, enforcement plans, and tobacco company involvement in shaping the anti-ban narrative may be beneficial in any potential future messaging around menthol cigarette policies, along with anticipating and acknowledging concerns about criminalization in Black communities. Further, there is an opportunity to highlight public support for policies that reduce menthol cigarette use. Examining how tobacco control policy debates unfold in the media can help inform future actions to educate constituents and lawmakers about these policies.