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Canadian Journal of Public Health

, Volume 99, Issue 3, pp 166–171 | Cite as

Tobacco Promotions at Point-of-sale

The Last Hurrah
  • .Joanna E. CohenEmail author
  • Lynn C. Planinac
  • Kara Griffin
  • Daniel J. Robinson
  • Shawn C. O’Connor
  • Anne Lavack
  • Francis E. Thompson
  • Joanne Di Nardo
Article

Abstract

Objectives

The retail environment provides important opportunities for tobacco industry communication with current, former, and potential smokers. This study documented the extent of tobacco promotions at the retail point-of-sale and examined associations between the extent of tobacco promotions and relevant city and store characteristics.

Methods

In each of 20 Ontario cities, 24 establishments were randomly selected from lists of convenience stores, gas stations, and grocery stores. Trained observers captured the range, type and intensity of tobacco promotions from April to July 2005. The extent of tobacco promotions was described using weighted descriptive statistics. Weighted t-tests and ANOVAs, and hierarchical linear modeling, were used to examine the relationships between tobacco promotions and city and store characteristics.

Results

Extensive tobacco promotions were found in Ontario stores one year prior to the implementation of a partial ban on retail displays, particularly in chain convenience stores, gas station convenience stores and independent convenience stores. The multivariate hierarchical linear model confirmed differences in the extent of tobacco promotions by store type (p<0.01); in addition, tobacco promotions were found to be higher among stores close to a school (p=0.01) and in neighbourhoods with lower median household incomes (p<0.01). Independent convenience stores with a greater number of employees had more tobacco promotions; however, the relationship was reversed for grocery stores.

Discussion

Tobacco promotions were extensive at the point-of-sale. Public health messages about the harms of tobacco use may be compromised by the pervasiveness of these promotions.

Key words

Tobacco marketing smoking socioeconomic factors observation 

Résumé

Objectif

Le commerce de détail offre de bonnes occasions aux fabricants de tabac de communiquer avec les fumeurs (actuels, anciens ou potentiels). Dans cette étude, nous avons documenté l’étendue de la publicité sur le tabac aux points de vente et examiné les associations entre cette publicité et les caractéristiques du point de vente et de la ville.

Méthode

Dans 20 villes de l’Ontario, nous avons choisi au hasard 24 établissements à partir des listes de leurs dépanneurs, stations-service et épiceries. Des observatrices formées ont noté la gamme, le genre et l’intensité des publicités de tabac entre avril et juillet 2005. L’étendue de cette publicité a été analysée à l’aide de statistiques descriptives pondérées. Pour examiner les liens entre la publicité et les caractéristiques du point de vente et de la ville, nous avons utilisé des tests T pondérés, des analyses de variance et des modèles linéaires hiérarchiques.

Résultats

Un an avant la mise en œuvre d’une interdiction partielle de la publicité aux points de vente en Ontario, nous avons observé un nombre considérable de publicités de tabac dans le commerce de détail, surtout dans les chaînes de dépanneurs, les dépanneurs de stations-service et les dépanneurs indépendants. Le modèle linéaire hiérarchique multivarié a confirmé des différences dans l’étendue de la publicité selon le type de point de vente (p<0,01); de plus, les publicités de tabac étaient plus intensives dans les points de vente à proximité des écoles (p=0,01) et dans les quartiers économiquement faibles (p<0,01). Les dépanneurs indépendants qui avaient davantage de personnel avaient aussi davantage de publicités de tabac, mais c’était l’inverse dans les épiceries.

Discussion

La publicité sur le tabac aux points de vente était considérable. Il est possible que les campagnes de mise en garde contre le tabagisme soient compromises par l’omniprésence de cette publicité.

Mots clés

tabac marketing tabagisme facteurs socioéconomiques observation 

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Copyright information

© The Canadian Public Health Association 2008

Authors and Affiliations

  • .Joanna E. Cohen
    • 1
    • 2
    Email author
  • Lynn C. Planinac
    • 1
  • Kara Griffin
    • 1
  • Daniel J. Robinson
    • 3
  • Shawn C. O’Connor
    • 1
  • Anne Lavack
    • 4
  • Francis E. Thompson
    • 5
  • Joanne Di Nardo
    • 6
  1. 1.Ontario Tobacco Research UnitTorontoCanada
  2. 2.Department of Public Health SciencesUniversity of TorontoTorontoCanada
  3. 3.Faculty of Information and Media StudiesUniversity of Western OntarioLondonCanada
  4. 4.Faculty of Business AdministrationUniversity of ReginaReginaCanada
  5. 5.Non-Smokers’ Rights AssociationCanada
  6. 6.The Ontario Tobacco-Free NetworkTorontoCanada

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