Public Perceptions of the Food and Drug Administration’s Proposed Rules Prohibiting Menthol Cigarettes on Twitter: Observational Study

BACKGROUND: On April 28, 2022, the Food and Drug Administration (FDA) proposed rules that prohibited all menthol-flavored cigarettes and other flavored cigars to prevent the initiation of tobacco use in youth and reduce tobacco-related diseases and death. OBJECTIVE: The objective of this study was to investigate public perceptions of the FDA’s proposed menthol cigarette rules on Twitter. METHODS: Through the Twitter streaming application programming interface, tobacco-related tweets were collected between April 28, 2022, and May 27, 2022, using a set of keywords, such as smoking, cigarette, and nicotine. Furthermore, 1941 tweets related to the FDA’s proposed menthol cigarette rules were extracted. Based on 300 randomly selected example tweets, the codebook for the attitudes toward the FDA’s proposed rules and related topics was developed by 2 researchers and was used to label the rest of the tweets. RESULTS: Among tweets related to the FDA’s proposed menthol cigarette rules, 536 (27.61%) showed a positive attitude, 443 (22.82%) had a negative attitude, and 962 (49.56%) had a neutral attitude toward the proposed rules. Social justice (210/536, 39%) and health issues (117/536, 22%) were two major topics in tweets with a positive attitude. For tweets with a negative attitude, alternative tobacco or nicotine products (127/443, 29%) and racial discrimination (84/536, 16%) were two of the most popular topics. CONCLUSIONS: In general, the public had a positive attitude toward the FDA’s proposed menthol cigarette rules. Our study provides important information to the FDA on the public perceptions of the proposed menthol cigarette rules, which will be helpful for future FDA regulations on menthol cigarettes.