260043 POS promotions of tobacco products: A new strategy for undermining healthy lives

Tuesday, October 30, 2012

Ines Pereira , Marketing Department, FGV-EAESP, Sao Paulo, Brazil
Ana Maria Malik , Public Management Department, FGV - EAESP, Sao Paulo, Brazil
Background: Each year, 100 thousand youths start smoking, at an average age of 13 and 14 years old. Among teenagers who start, 25% get used to smoking every day. This early life behavior influences their quality of life as they age. Around 50% of all smokers will die from tobacco related causes. Many Governments focus on tobacco control but efforts in health promotion have been undermined by the tobacco industry advertising practices. Due to its increasing regulation, the main channel for tobacco advertising in Brazil are all activities that take place in points-of-sale (POS) of tobacco products. Those activities are called POS promotions.

Methods: The research aims to define how cigarettes are presented and their consumption promoted in the universe of São Paulo City POS of tobacco products. 429 POS were studied. Chi square test was applied to assess how consumers were exposed to tobacco products according to types of facilities. Factorial analysis of the variables under study was also used.

Results: Descriptive factors show that POS promotions provide exposure of tobacco products and stimulate its consumption. That exposure is supported by various promotional materials and allows visibility for both adults and children. Visibility to children is enhanced in POS near schools.

Conclusions: Results lead to the conclusion that tobacco industry explores opportunities to expose and promote its products using POS. This conclusion is scary and relevant because marketing literature shows that POS promotion is effective and has a negative impact on public health policies.

Learning Areas:
Administer health education strategies, interventions and programs
Advocacy for health and health education
Assessment of individual and community needs for health education
Communication and informatics
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy

Learning Objectives:
Analyze how tobacco industry explores opportunities to expose and promote its products through point-of-sale (POS) promotions. Discuss the extent to which tobacco control efforts have been undermined by the POS promotion of tobacco products.

Keywords: Tobacco, Tobacco Industry

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am professor of Marketing and head of Marketing Department at FGV-EAESP (Sao Paulo - Brazil). My research interests are mainly in consumer behavior, social marketing and health marketing.
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.