Denver takes bold step to eliminate sale of flavored tobacco and nicotine products

Landmark legislation will protect youth, increase cessation and advance health equity

DENVER, Dec. 20, 2024 — The American Heart Association, celebrating 100 years of lifesaving service as the world’s leading voluntary organization focused on heart and brain health, issued the following statement in response to this week's announcement that Denver Mayor Mike Johnston signed into law a measure that will eliminate the sale of flavored tobacco products within the city.

The Denver City Council and Mayor Mike Johnston have demonstrated true leadership by prioritizing the health and well-being of our community. This measure will protect our kids from addiction, help those experiencing nicotine addiction take that first step toward quitting, and reduce the health disparities caused by Big Tobacco’s deliberate targeting of Black and Brown communities.

“Flavored tobacco products, including menthol, are designed to hook young people by masking the harshness of tobacco, making it easier to start and harder to quit. These products have been a gateway to lifelong addiction, with 80% of youth who use tobacco starting with a flavored product. By removing these enticing flavors from store shelves, Denver takes a critical step to prevent youth from starting and supporting those who are already experiencing nicotine addiction quit.

Denver now joins seven other Colorado cities that have eliminated flavored tobacco and nicotine product sales, including Aspen, Boulder, Carbondale, Edgewater, Glenwood Springs, Golden and Snowmass. The American Heart Association stands alongside the coalition of healthcare leaders, educators, parents and community advocates who championed this measure and calls on cities across Colorado to follow the example of these eight great cities. Together, we can create healthier futures for our families and communities.”

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About the American Heart Association

The American Heart Association is a relentless force for a world of longer, healthier lives. We are dedicated to ensuring equitable health in all communities. Through collaboration with numerous organizations, and powered by millions of volunteers, we fund innovative research, advocate for the public’s health and share lifesaving resources. The Dallas-based organization has been a leading source of health information for a century. During 2024 - our Centennial year - we celebrate our rich 100-year history and accomplishments. As we forge ahead into our second century of bold discovery and impact our vision is to advance health and hope for everyone, everywhere. Connect with us on heart.orgFacebookX or by calling 1-800-AHA-USA1.   

For Media Inquiries:
Lyndsey Albright: 303-801-4650; lyndsey.albright@heart.org
For Public Inquiries: 1-800-AHA-USA1 (242-8721)
heart.org and stroke.org