Tob Control 21:147-153 doi:10.1136/tobaccocontrol-2011-050416
  • Reviews

Comprehensive tobacco marketing restrictions: promotion, packaging, price and place

  1. Lisa Henriksen
  1. Correspondence to Dr Lisa Henriksen, Stanford Prevention Research Center, Stanford University School of Medicine, 1070 Arastradero Road, Suite 353, Palo Alto, California 94304, USA; lhenriksen{at}
  • Received 31 December 2011
  • Accepted 8 January 2012


Evidence of the causal role of marketing in the tobacco epidemic and the advent of the WHO Framework Convention on Tobacco Control have inspired more than half the countries in the world to ban some forms of tobacco marketing. This paper briefly describes the ways in which cigarette marketing is restricted and the tobacco industry's efforts to subvert restrictions. It reviews what is known about the impact of marketing regulations on smoking by adults and adolescents. It also addresses what little is known about the impact of marketing bans in relation to concurrent population-level interventions, such as price controls, anti-tobacco media campaigns and smoke-free laws. Point of sale is the least regulated channel and research is needed to address the immediate and long-term consequences of policies to ban retail advertising and pack displays. Comprehensive marketing restrictions require a global ban on all forms of promotion, elimination of packaging and price as marketing tools, and limitations on the quantity, type and location of tobacco retailers.


  • Funding Preparation of this manuscript was supported in part by the National Cancer Institute, grant CA-67850.

  • Competing interests None.

  • Provenance and peer review Commissioned; externally peer reviewed.

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