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Saint Louis
University School of Public Health, St Louis, Missouri, USA
Correspondence to: Douglas Luke, Saint Louis University School of Public Health, 3663 Lindell Blvd, Saint Louis, MO 63108-3342, USA; dluke{at}slu.edu
Received 25 March 1999; Revision received 30 July 1999;
Accepted 29 August 1999
OBJECTIVE
To use
geographic information systems data and analyses to describe locations
and characteristics of tobacco billboards in a large metropolitan area,
and to assess the extent to which tobacco companies are locating
billboards in close proximity to minority neighbourhoods and schools.
DESIGNObservational
study of billboards in a large metropolitan region.
SETTINGCity and
county of St Louis, Missouri.
PARTICIPANTSAll
stationary billboards in the city and county of St Louis were eligible
to be observed, with the exception of bus stop and street side retail
advertising signs (for example, cigarette advertising at gas stations).
A total of 1239 non-blank billboards were observed. All data were
collected in early 1998.
MAIN OUTCOME
MEASURESTobacco and non-tobacco billboard
geographic distribution; billboard type and product brand frequencies;
and billboard neighbourhood characteristics.
RESULTSAlmost 20% of
the billboards contained tobacco advertising. Four of the top five and
nine of the top 22 brands displayed on billboards were tobacco
products. Billboards were located in all areas of St Louis except for
the communities with the highest average incomes. Tobacco billboards
were more likely to be found in low income areas and areas with a
higher percentage of African Americans. Images of African American
figures on tobacco billboards were concentrated in the most heavily
African American populated regions of the city. Approximately 74% of
all billboards in the city of St Louis were within 2000 feet (700 metres) of public school property.
CONCLUSIONSTobacco
products were the single most heavily advertised type of product on
billboards in St Louis. The geographic distribution of tobacco
billboards, as well as the types of images found on these billboards,
is consistent with the hypothesis that tobacco companies are targeting
poor and minority communities with their advertising. Methods employing
geographic information systems are a powerful technique for examining
outdoor tobacco advertising.
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