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Tob Control 23:64-69 doi:10.1136/tobaccocontrol-2012-050765
  • Research paper

Tobacco display and brand communication at the point of sale: implications for adolescent smoking behaviour

Open Access
  1. Lisa Szatkowski
  1. Division of Epidemiology and Public Health, UK Centre for Tobacco Control Studies, Nottingham City Hospital, Nottingham, UK
  1. Correspondence to Dionysis Spanopoulos, Division of Epidemiology and Public Health, UK Centre for Tobacco Control Studies, Nottingham City Hospital, Clinical Sciences Building, Nottingham NG5 1PB, UK; mcxds5{at}nottingham.ac.uk
  • Received 5 September 2012
  • Revised 3 January 2013
  • Accepted 30 January 2013
  • Published Online First 28 February 2013

Abstract

Background In England, point-of-sale (PoS) displays in larger shops were prohibited in April 2012, with an exemption for smaller retailers until 2015. The aim of this study was to examine the association between tobacco displays and brand communication at the PoS and adolescent smoking behaviour, and to assess the potential benefits likely to accrue from this legislation.

Methods Self-completion questionnaire survey in students aged 11–15 years in March 2011.

Results The odds of ever-smoking doubled for those visiting shops almost daily relative to less than once a week (OR 2.23, 95% CI 1.40 to 3.55), and susceptibility increased by around 60% (OR 1.62, 95% CI 1.25 to 2.10). Noticing tobacco on display every time during store visits increased the odds of susceptibility more than threefold compared with never noticing tobacco (OR 3.15, 95% CI 1.52 to 6.54). For each additional tobacco brand recognised at the PoS, the adjusted odds of being an ever-smoker increased by 5% (OR 1.05, 95% CI 1.03 to 1.06) and of susceptibility by 4% (OR 1.04, 95% CI 1.02 to 1.05). The association between frequency of visiting stores and susceptibility was predominantly due to exposure in small shops.

Conclusions Exposure to and awareness of PoS displays and brands in displays were associated with smoking susceptibility. The association between PoS display exposure and smoking susceptibility was predominantly due to exposure in small shops. These findings suggest that a one-off, comprehensive tobacco display ban is the recommended approach for countries considering a display ban.

This is an Open Access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 3.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/3.0/

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