There is a growing campaign called Sweet Deception by anti-tobacco critics. "The tobacco industry has billions of dollars to spend on advertising and, so what they are doing is taking pretty colors and making it look like it's not dangerous," says Jennifer Emmons of the Florida Department of Health. Emmons is referring to grape, cherry and strawberry flavored smokeless tobacco and cigarillos. She says a major part of her job right now is educating parents about these products she says will confuse and attract children.
"Bottom line is that the tobacco companies think it will make kids think that it is safe because it is purple, because it is grape. They are trying to say that it won't hurt you," says Emmons. Justin Gilyard, an 11th grader at Fernandina Beach High school says even though these products are not supposed to be sold to those under 18 his peers can still get them. "You know you have a younger brother or older friend go into the store and you give them the money and they'll bring it out to you," he says.
Justin goes on to say that it's pretty common for kids his age to use these products; that's why he joined a group called SWAT (students working against tobacco.) One of the largest makers of these flavored tobacco products is right here in Jacksonville, Swisher International. We talked to Joe Augustus, Senior VP of External Affairs for Swisher. He says they are adamantly opposed to youth using these products.
He says they even have a program called "We Card" which educates convenience store owners about how to keep these products out of the hands of those under the age of 18. In 2009, the federal government banned the fruit flavoring of cigarettes. But, the FDA now allows these flavors in smokeless tobacco.
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