implications for the future Tobacco marketing in California and

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implications for the future Tobacco marketing in California and

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• Médecine

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• Publié par: akajarym
• Nombre de lectures: 137
• Langue: English

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Downloaded fromtobaccocontrol.bmj.comon February 3, 2011  Published bygroup.bmj.com

1 California Department of Public Health, California Tobacco Control Program, Sacramento, California, USA 2 International Research, Campaign for Tobacco Free Kids, Washington, DC, USA 3 Preventive Medicine, University of Southern California, Keck School of Medicine, Los Angeles, California, USA

Correspondence to April Roeseler, Programs and Media Operations Section, California Department of Public Health, CDIC/California Tobacco Control Program, MS 7206, PO Box 997377, Sacramento, CA 95899-7377, USA; [e-mail]

Received 3 June 2009 Accepted 8 January 2010

This paper is freely available online under the BMJ Journals unlocked scheme, see http:// tobaccocontrol.bmj.com/site/ about/unlocked.xhtml

Tobacco marketing in California the future 1 2 3 April Roeseler, Ellen C Feighery, Tess Boley Cruz

ABSTRACT BackgroundTobacco marketing influences tobacco use initiation, maintenance of use, and it undermines comprehensive tobacco control programmes. Policies to ban the impact of tobacco marketing are most likely to be more effective if they are comprehensive, as partial bans shift marketing to non-banned forms of media. A comprehensive approach to reducing tobacco marketing includes documentation through monitoring, media and policy interventions and aggressive enforcement of existing laws. MethodsThis paper summarises California tobacco industry monitoring of events and retail outlets, and findings about exposure to and beliefs about tobacco industry marketing among youths and adults conducted during the period 2000 through 2008. ResultsThere was no overall change in the average number of cigarette materials per store, and an increase in the percentage of stores with advertisements promoting price discounts for cigarettes. Stores with cigarette advertisements near candy displays declined from 12.5% (95% CI 9.8% to 15.2%) to 1% (95% CI 0.2% to 1.9%) of stores, and advertisements at or below the eye-level of children declined from 78.6% (95% CI 75.2% to 82.0%) to 31% (95% CI 27.1% to 34.9%) of stores. Overall, the number of public events with tobacco sponsorship declined from 77.3% to 48.1%. This trend was consistent with a significant decline noted among high school students and adults who reported seeing tobacco advertisements at events or attending a tobacco company-sponsored event. ConclusionsTobacco industry monitoring, media, policy and enforcement interventions may have contributed to observed changes in tobacco marketing and to declines in reported exposure to tobacco marketing.

BACKGROUND Tobacco industry marketing encompasses planned efforts to convince people to desire, buy or support tobacco company interests using methods that include paid advertising, price promotions, public relations and distribution of tobacco products and 1 promotional items. These marketing strategies are 2 an important factor affecting individual uptake, maintenance of tobacco use, and they impact the success of comprehensive tobacco control programmes in ways that extend beyond its effect 3 on individual tobacco users. Exposure to pointof sale tobacco promotions influences susceptibility to smoking, smoking initiation, impulse tobacco 4 5 purchases and undermines quitting. Price promotions undermine the effect of tobacco taxes to reduce tobacco consumption and smoking prevalence by increasing the affordability of 6e9 tobacco products, while political campaign

Tobacco Control2010;19(Suppl 1):i21ei29. doi:10.1136/tc.2009.031963

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Research paper

implications

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contributions, sponsorship, philanthropy and corporate responsibility efforts subtly influence tobaccorelated policy decisions made by elected officials, community leaders, constituency groups 10e16 and even juries. The California Department of Public Health (CDPH), California Tobacco Control Program (CTCP) has continuously monitored exposure to and beliefs about tobacco industry marketing among adults and youths through telephone and inschool surveys. These populationbased surveys are supplemented with observational surveys of tobacco marketing focused on sponsored events and the retail environment. This paper describes Cali fornia’s media and programme interventions to stimulate tobacco marketing restrictions; enforce i ment of the Master Settlement Agreement (MSA), Smokeless Tobacco Settlement Agreement and existing laws; and reports on changes in marketing, and adult and youth attitudes about and exposure to tobacco industry marketing in California.

Sponsorship Sponsorship occurs when a company pays money to an event organiser, site owner or competitor in exchange for access to the audience, promotional rights and use of the event or property trade 11 marks. It is an important form of marketing because it allows tobacco companies to associate their name and brands with a desirable lifestyle 17e19 image, people’s pastimes and passions, and provides tobacco companies the ability to circum vent the 1971 ban on marketing cigarettes in the 20 broadcast media. Viewers of tobaccosponsored sporting events have more brand awareness, more favourable attitudes towards tobacco use and pref 21 22 erences for specific tobacco brands. Sponsorship also occurs at adultonly facilities such as bars, clubs and fraternities. These staged marketing opportuni ties usually involve distributing free product samples, coupons and promotional items to build brand awareness, introduce a new product, encourage experimentation, retain and build customer loyalty, 23e25 and generate names for direct mail. Attendance at these events has been associated with higher 26 smoking prevalence among college students.

i The 1998 Master Settlement Agreement (MSA) and the Smokeless Tobacco Master Settlement Agreement (STMSA) are legal contracts established between 46 states, including California, and five US territories, with participating tobacco manufacturers. The MSA and STMSA provide numerous restrictions and prohibitions, including bans on the use of cartoons in tobacco advertisements, youth exposure to sampling, certain sponsorships, and the use of most outdoor advertisements. Tobacco Litigation and Enforcement. California Office of the Attorney General. Available from: http://ag. ca.gov/tobacco/index.php (accessed 29 September 2008).

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