Tobacco's harmful impact on Hispanic and Latino Americans

Topic

Targeted Communities

Subtopic

Racial/Ethnic Minorities

RELATED MATERIALS

Tobacco use among Hispanic and Latino Americans

September marks the start of Hispanic American Heritage Month (Sept. 15 – Oct. 15), a time to celebrate the remarkable impact of Hispanic and Latino Americans on our nation’s history.

It’s also a time to acknowledge the unique challenges that Hispanic and Latino Americans face, including high levels of tobacco marketing exposure and barriers to quitting that stem from language barriers, systemic health disparities, cultural stigmas related to health care, and fewer culturally appropriate quitting resources.

Tobacco use among Hispanic and Latino Americans

While Hispanic and Latino American adults generally report a lower rate of cigarette smoking compared to the national average, smoking prevalence varies by subgroups.

Among all Hispanic American adults, those with Puerto Rican origin had the highest smoking prevalence (17%) and those with Central or South American origin had the lowest (6%).

U.S.-born Hispanic Americans face higher cancer risk compared to those in their country of origin due to the adoption of behaviors such as smoking. Tobacco use can cause more than 12 types of cancer and is a factor in about 40% of cancer diagnoses.

Nearly half of all cancer deaths in the U.S. are preventable

A history of targeted marketing

Tobacco companies have a history of targeting Hispanic and Latino Americans with tobacco advertisements.

In the 1970s and 1980s, Big Tobacco developed interest in the growing Hispanic and Latino population, deeming the population “lucrative,” “easy to reach,” and “undermarketed.” Since then, the industry has sponsored Hispanic and Latino cultural and sporting events, provided scholarships, and contributed to Hispanic political action committees.

This investment by the tobacco industry has contributed to high levels of exposure to tobacco marketing in Hispanic and Latino American communities. In fact, Hispanic and Latino American youth experience the highest levels of exposure to tobacco ads compared to Black and White youth, according to a 2022 study.

Why representation in research matters

Most data on current nicotine and tobacco use are gathered through national surveys. This research is critical to understanding how and why people use tobacco, but for some communities, it can also introduce obstacles.

The “Hispanic and Latino” category, as it appears on most national surveys, poses a particular challenge for researchers because it groups people from a wide range of nationalities into one category, lumping together entire ethnicities and cultures into one single group. With over 68 million Hispanic and Latino Americans currently living in the United States, such categorization risks generalizing an extremely varied population.

For example, research shows that Hispanic and Latino Americans who identify as Puerto Rican or Cuban report the highest smoking prevalence, while those who identify as Mexican or Central or South American report lower smoking prevalence. When these groups are combined, important subgroup-specific needs remain invisible.

If researchers, doctors, and clinicians had a deeper understanding of tobacco use across specific nationalities and ethnicities, it could result in more culturally relevant quitting resources that acknowledge a range of Hispanic and Latino experiences.

How health care disparities can impact odds of quitting

Many people receive quitting support and resources from a doctor, clinician, or other health care provider. For some communities, including Hispanic and Latino Americans, this can introduce a potential barrier.

According to a study that analyzed data from 2016 to 2018, Hispanic smokers were more likely to attempt quitting, yet had lower odds of receiving cessation advice from a health professional compared to White and Black smokers. In addition, Hispanic smokers were less likely to switch to a less harmful product or use nicotine replacement therapy to help them quit.

Respira Vida: A community coalition to address nicotine addiction in the Hispanic and Latino Community

The Culture + Cessation Collective, powered by Truth Initiative, consists of three coalitions of community leaders committed to creating lasting partnerships that drive culturally responsive, community-led solutions for tobacco cessation.

The Respira Vida coalition was created to address community-specific challenges facing Hispanic and Latino individuals impacted by tobacco use and nicotine addiction. Through the coalition, community leaders, health experts, and advocates will gather for facilitated discussions centered on cultural sensitivity, community-specific challenges, and practical solutions, all with a policy-driven approach to ending nicotine addiction in these communities.

The coalition also provides a community toolkit of downloadable resources to promote quitting, available in both English and Spanish.

Learn more about Respira Vida and join the coalition