Preventing Tobacco Retailers from Selling to Minors:

When the Massachusetts Tobacco Control Program of the State Department of Public Health wanted to improve compliance with state laws prohibiting tobacco sales to minors, they faced considerable challenges. Tobacco products are the bread and butter of convenience stores; owners/managers are likely to focus on profits over adherence to laws. Profits greater than fines are no incentive. Cashiers, often minors, find it difficult to say no to their peers who want to purchase tobacco, and some feel threatened when they refuse to sell.

MTCP went directly to owners/managers for exploratory research that would inform the development of a campaign aimed at increased adherence to the laws. They understood the importance of working with “gatekeepers” (the Boards of Health) who perform the compliance checks and levy fines and/or suspensions for non-compliance. Since their goal is to keep tobacco products out of the hands of minors, they were a natural partner in developing a compliance campaign.

The goal was to survey chain stores and smaller independent stores, and traditional focus groups were unlikely to work. It was determined that a more effective strategy was to interview store personnel directly.