Menthol Cigarette Smoker Reactions to an Implemented Menthol Cigarette Ban

Objective: We examined menthol cigarette smokers' reactions to Ontario's menthol cigarette ban. Methods: In April 2017, past-year adult menthol cigarette smokers from Ontario, Canada (N = 67; 64.2% women) participated in an online study. Participants generated statements describing their reactions to the ban. Researchers reviewed statements continuously until reaching content saturation, and then removed duplicate statements. Participants sorted the final 79 statements by content similarity and rated each statement from 1 (Definitely NOT true) to 7 (Definitely true). Multidimensional scaling of sorting data generated a cluster map and mean cluster ratings were compared. Results: Seven statement clusters describing reactions to the menthol ban were generated: thoughts about the ban, perceiving the ban as ineffective, emotional reactions to the ban, smoking non-menthol cigarettes, smoking cessation or reduction, alternative menthol cigarette purchasing behaviors, and alternative tobacco use behaviors. Participants rated the thoughts about the ban cluster highest (most true) and alternative tobacco use behaviors cluster lowest (least true). Participants who smoked menthol cigarettes before the ban every day or most days rated clusters higher than pre-ban occasional or rare menthol smokers. Conclusions: Banning menthol cigarettes resulted in reactions including negative feelings about the ban, smoking cessation attempts, and behaviors to find menthol cigarette alternatives.