218609 Tobacco Industry Monitoring in California

Tuesday, November 9, 2010

April Roeseler, BSN, MSPH , California Department of Public Health, California Tobacco Control Program, Sacramento, CA
Ellen Feighery, RN, MS , Associate Director, International Research, Campaign for Tobacco Free Kids, Washington, DC, DC
Tess Boley Cruz, PhD , Keck School of Medicine, University of Southern California, Alhambra, CA
Tobacco marketing influences tobacco use initiation, maintenance of use, and undermines comprehensive tobacco control programs. Policies to ban the impact of tobacco marketing are 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. The California Tobacco Control Program integrated tobacco industry monitoring with the implementation of mass media campaigns, policy enactment, and enforcement. This paper summarizes the results of tobacco industry monitoring of events and retail outlets, and findings about exposure to and beliefs about tobacco industry marketing among youth and adults conducted during the period 2000 through 2008. There 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%,15.2%) to 1% (95% CI: 0.2%, 1.9%) of stores, and advertisements at or below the eye-level of children declined from 78.6% (95% CI: 75.2%, 82.0%) to 31% (95% CI: 27.1%, 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 in exposure to see tobacco advertisements at events or attending a tobacco sponsored event reported by high school students and adults. California's experience has implications for the implementation of the Family Smoking Prevention and Tobacco Control Act.

Learning Areas:
Advocacy for health and health education
Conduct evaluation related to programs, research, and other areas of practice
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs

Learning Objectives:
1) Describe changes in tobacco industry marketing in California within the retail environment and at public events following sustained media, policy, and enforcement efforts. 2) Discuss applicability of California's tobacco industry marketing, media, and enforcement efforts to the implementation of the federal Family Smoking Prevention and Tobacco Control Act.

Keywords: Tobacco Industry, Advocacy

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I was the primary author of a paper accepted to Tobacco Control related to tobacco industry marketing in California.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.