Point-of-Purchase Tobacco Advertising
and Retail Promotion
As part of the 1998 Master Settlement Agreement (MSA) between states
and the tobacco companies, billboard advertising was banned in an effort
to reduce youth smoking. In the year following the MSA, there was no
significant drop in retail store tobacco ads placed less than 3.5 feet
from the ground where children have a full view, there was an increase
in both prevalence and extent of exterior store signage, and there was
a significant increase in point-of-purchase promotional activity.
Since that time, tobacco companies have significantly increased spending
on cigarette advertising and promotion. According to the Federal Trade
Commission, in 2002 they spent $12.5 billion, an increase of 85% over
1998. $9.5 billion of that was spent on point-of-purchase retail advertising
and promotion, for product displays, reduced prices for retailers that
meet certain sales quotas, branded signs and functional items such as
clocks, change mats and door signs.
Why Should Retailers Kick the Habit?
Studies have shown that kids are three times more sensitive to tobacco
advertising than adults.
Kids are more influenced to smoke by tobacco advertising than by peer
pressure.
75% of teenagers shop at convenient stores at least once a week and
are routinely exposed to retail tobacco advertising.
Youth are more likely to attempt to purchase cigarettes from stores
that display tobacco advertising.
What Can You Do?
If you see a tobacco ad at a child's eye level or near candy, ask the
store to remove it.
Plan a survey of tobacco advertising in stores in your community (www.storealert.org)
....•
Share the data you have compiled with store owners and ask them to voluntarily
remove signage.
....•
Share the data you have compiled in your survey with the media, parents,
local lawmakers, zoning boards and other decision makers.
Learn more by clicking on PDF documents
or links below.
Overview
 ........
Fact Sheet
Campaign for Tobacco Free Kids
http://tobaccofreekids.org/reports/stores/
The Impact of Smoking and Point of Purchase (POP) Advertising
http://www.tobaccofreeadirondacks.org/asp_pointofpurchase.asp
Retail Advertising for Tobacco Products
http://www.co.tompkins.ny.us/wellness/tobaccofree/asp/popbg.htm
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1. Wakefield,
Melanie, et al. “Changes at the point-of-sale for tobacco following
the 1999 tobacco billboard ban.” ImpacTeen Research Paper Series.
July 2000; 4:1-17.
2. ASP Toolkit: Ch. 2, p. 1. “When these four [retail]
promotional allowance categories are combined, they total $9.66 billion
and account for 77.5 percent of all spending in 2002.”
3. Evans N, Farkas A, Gilpin E, Berry C, Pierce JP. Influence
of tobacco marketing and exposure to smokers on adolescent susceptibility
to smoking. J Natl Cancer Inst. 1995; 87(20):1538-1545.
4. Ibid.
5. Point of Purchasing Advertising Institute. The point
of purchase adverting industry fact book. Englewood, New Jersey: The Point
of Purchase Advertising Institute, 1992.
6. Voorhees C, Yanek L, Stillman F, Becker D. Reducing
cigarette sales to minors in an urban setting: issues and opportunities
for merchant intervention. American Journal of Preventive Medicine. 1998;
4:138 –142.
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