Tobacco marketing trends at the point-of-sale (POS) near schools in 9 middle and high-income countries
More details
Hide details
1
Johns Hopkins Bloomberg School of Public Health Institute for Global Tobacco Control, Health, Behavior and Society, United States of America
Publication date: 2018-03-01
Tob. Induc. Dis. 2018;16(Suppl 1):A442
Download abstract book (PDF)
KEYWORDS
TOPICS
ABSTRACT
Background:
An
observational study was conducted to document tobacco advertising, promotion,
and sponsorship (TAPS) strategies in retail outlets in order to assess
compliance with the law, and to identify tobacco industry strategies that
circumvent restrictions, exploit loopholes in the language of the law, or that
appeal to children.
Methods:
Trained
observers recorded information and photographs about the characteristics of
tobacco product display and advertising signage, and offers for special
promotions. Data collectors completed customized checklists that were inputted
to mobile phones that captured the geographic coordinates for each location and
uploaded data from the field, for real-time access and review. Data were
collected from 3,964 retail outlets located within 100-250 meters of 766
primary and secondary schools in 7 middle-income countries (Argentina,
Bangladesh, Bolivia, Bosnia and Herzegovina, Georgia, Nicaragua, and Ukraine)
and 2 high-income countries (Slovenia and Switzerland). Retail outlets were
identified by following a map to walk all streets located within the designated
radius surrounding each school.
Results:
Tobacco
products were for sale in 74.8% of retail outlets (n=2,964), 86.5% (n=2,563) of
which displayed tobacco products. Among tobacco retailers, products were
typically displayed near sweets (61.8%, n=1,831), in the cashier zone (49.3%,
n=1,461), behind the cashier zone (39.0%, n=1,157), and 1-meter or less from
the floor (27.7%, n=821), which is considered to be the eye-level of children.
Nearly half of tobacco retailers also used advertising signage to market
tobacco products (48.9%, n=1,448).
Conclusions:
These
data highlight the significance of the display of tobacco packs in prominent
locations or near other products that attract the attention of children. POS
advertising signage is another prevalent tactic that has been shown to have the
same effect as traditional marketing media. Locally-customized TAPS monitoring
is a useful approach to gather data that reveal such strategies and can inform
effective policy development and implementation.