The 13th World Conference on Tobacco OR Health

Objective: The retail environment provides important opportunities for tobacco industry communication with current, former and potential smokers. Six of 13 Canadian provinces and territories have passed legislation that will eliminate the display of cigarettes in the retail environment. We undertook a study to improve understanding of tobacco industry marketing strategies and activities at point-of-sale in Canada's most populated province, one year prior to elimination of power wall “enhancements” and three years prior to the complete elimination of tobacco retail displays.

Methods: Within each of 20 cities in Ontario, Canada, 24 stores were randomly selected from lists of convenience stores, gas stations and grocery stores. Trained observers captured the range, type and intensity of tobacco marketing and promotional strategies. Fieldwork occurred from April to July 2005. Results for convenience stores are reported, weighted to reflect all such stores in the 20 selected cities.

Results: Tobacco marketing is extensive. All convenience stores have power walls with most including price signs (73%), coloured shelf liners behind cigarette packs (81%), coloured shelf gliders sitting flat against the shelf rail (84%) and extra horizontal or vertical display pieces going beyond the rows of cigarettes (85%). Fifty-eight percent of stores have at least one cigarette countertop display. In most stores tobacco products or accessories are within one foot of the cash register (80%) or one foot of candy, snack foods or toys (85%). Thirty-six percent of stores have signs advertising cigarettes. Current analyses focus on the relationships between tobacco marketing and store and neighbourhood characteristics.