Cigarette advertising and promotional

strategies in retails outlets. Results of

a Statewide Survey in California

Group 2
1. Aashish Karki
2. Abhishek Acharya
3. Bigyan Gataum
4. Kshitij Chaudhary
5. Prashish Shrestha
 Background

• Tobacco companies huge amount on

advertising
• Dramatic increment of marketing of
tobacco in Retail outlet in 1999
• Increment of the cigarette consumption
 Objectives
• To inspect the area and types of cigarette
advertising materials in stores
• To asses tobacco companies
acquiescence with the 1998 Master
Settlement Agreement.
 Design of the research
• Study of 700 stores that sold cigarette in
California
• A cross-sectional analysis of random
sample of 586 stores that sold cigarette
 Setting and the main outcome
measures
• US state of California(Settings)
• Trained data collectors classified cigarette
advertising materials by type(signs,
displays, functional items)
• Location(interior or exterior
• Placement below 3 feet(1m)
Fig: Tobacco retail marketing material
by store type
Fig: proportion of interior tobacco
retail market
 Result of the Research
• On average 17.2(S.D 16.1) retail outlets
featured tobacco advertising materials
• Approx 85% of tobacco advertising
materials were within 4 feet of the counter.
• 23% had cigarette product display next to
candy
• 3% of stores featured signs with cartoons
• 11% had large exterior signs
 Conclusion
• Aggressive use of stores to market
cigarette
• Violation of MSA-to protect children from
cigarette advertising
• The impact of exposure to cigarette
advertising in stores on adult smokers and
youth
• Future studies should monitor the
industrial use of retail outlets
 References
• Federal Trade Commission (2001) Report to congress for 1999 pursuant to
the federal cigarette labeling and advertising act. (US Federal Trade
Commission, Washington, DC) Google Scholar
• (1998) Master Settlement Agreement. (National Association of Attorneys
General), http://www.naag.org/tobaccopublic/library.cfm Google Scholar
• Kessler D, Witt A, Barnett P, et al. (1996) The Food and Drug
Administration's regulation of tobacco products. N Engl J Med 335:988–994