LB62
Tobacco point of sale (POS) displays in England: a survey of current practices
Catriona Rooke, Martin Dockrell, Hazel Cheeseman, Amanda Sandford
1Institute for Science & Society (ISS), University of Nottingham, UK; 2Action on Smoking and Health (ASH), London, UK
Background
Tobacco displays at the point of sale (POS) are an important means for the
tobacco industry to communicate with consumers. Research suggests that POS
displays contribute significantly to youth smoking and undermine smokers
attempts to quit. With regulations prohibiting POS displays coming into force
in Ireland this year and under review in England, this is an increasingly
important issue. This study explores the nature of displays, the extent to
which they are tobacco industry funded, and the relationship between tobacco
industry and retailers.
Method
Three areas were chosen to gain a snapshot of POS displays in England. In each area tobacco retailers located within a half mile radius were identified.
Over 100 retailers were visited with interviews taking place on site.
Information was gathered on the type and size of tobacco display, who was
paying for the display, requirements and incentives, and visits by industry
representatives.
Results
Preliminary results show the majority of retailers had gantries of the type
provided by tobacco companies. A minority of these were fitted with automated
dispensers called Retail Vending Machines. Attractive lighting and colour were
often used to highlight particular products. Very few shops in the sample were
free from industry paid for displays and these were typically small and
discrete. The pattern of coercive contracts for displays reported was similar
to that described by others. Most retailers are being visited by industry
representatives who check displays. Some retailers also reported incentives
offered to them for displaying products.
Conclusion
The results showed that the tobacco industry overwhelmingly paid for
tobacco gantries in the shops surveyed. In return for these displays retailers were
often expected to comply with a range of criteria regarding how the tobacco
companys product was displayed. Clearly the displays and how their product
appears are important to the tobacco industry.
