Mobilizing innovation among California's communities to enact strong local tobacco retail licensing ordinances

Background: In 2002, the California Tobacco Control Program (CTCP) launched the STORE Campaign to address tobacco marketing and sales in the retail environment. In 2003 a state Tobacco Retail Licensing (TRL) law was adopted that had strong provisions to prevent tobacco tax evasion, but weak public health provisions; however, the law provided authority for stronger local TRL policies, which CTCP exploited by offering extensive technical assistance to promote strong local TRL policy adoption.

Methods: The STORE Campaign included a website, data collection instruments and protocols, educational resources, and tools for calculating an appropriate tobacco retail license fee. This was augmented by the provision of model TRL policies and extensive technical assistance including training, local campaign consultation, hosting local campaign websites, rural polling, local program evaluation support, engagement of youth advocates, and facilitating meetings with law enforcement .agencies.

Results: Since 2004, the number of CTCP projects funded to work on the adoption of local TRL policies has averaged 22 per three-year plan cycle. Increased effort directed toward TRL policies resulted in a greater portion of the population covered by these policies. The number of strong local TRL policies increased from 2 in 2001 to 81 in 2010. The rate of illegal tobacco sales to minors declined from 17.1% in 2002 to 7.7% in 2010. Local jurisdictions are beginning to use TRL polices to regulate the types of stores that may sell tobacco, where stores may be located, the density of retailers, and the types of tobacco products that may be sold.