E-cigarette marketing in UK stores: an observational audit and retailers' views

D Eadie; M Stead; A M MacKintosh; L MacDonald; R Purves; J Pearce; C Tisch; Winfried van der Sluijs; A Amos; A MacGregor; S Haw

doi:10.1136/bmjopen-2015-008547

E-cigarette marketing in UK stores: an observational audit and retailers' views

D Eadie, M Stead, A M MacKintosh, L MacDonald, R Purves, J Pearce, C Tisch, Winfried van der Sluijs, A Amos, A MacGregor, S Haw

Research output: Contribution to journal › Article › peer-review

Abstract

OBJECTIVES: To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends.

SETTING: Fixed retail outlets subject to a ban on the display of tobacco products.

PARTICIPANTS: Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013-2014), and qualitative interviews with small retailers (n=25) in 4 matched communities.

PRIMARY AND SECONDARY OUTCOME MEASURES: The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers' perceptions of e-cigarette market opportunities and risks, and customer responses.

RESULTS: The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco.

CONCLUSIONS: E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children.

Original language	English
Article number	e008547
Number of pages	9
Journal	BMJ Open
Volume	5
Issue number	9
DOIs	https://doi.org/10.1136/bmjopen-2015-008547
Publication status	Published - 11 Sept 2015

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Cite this

@article{50da1c8ea2f942418a8e9ab2cd984beb,

title = "E-cigarette marketing in UK stores: an observational audit and retailers' views",

abstract = "OBJECTIVES: To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends.SETTING: Fixed retail outlets subject to a ban on the display of tobacco products.PARTICIPANTS: Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013-2014), and qualitative interviews with small retailers (n=25) in 4 matched communities.PRIMARY AND SECONDARY OUTCOME MEASURES: The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers' perceptions of e-cigarette market opportunities and risks, and customer responses.RESULTS: The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco.CONCLUSIONS: E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children.",

author = "D Eadie and M Stead and MacKintosh, {A M} and L MacDonald and R Purves and J Pearce and C Tisch and {van der Sluijs}, Winfried and A Amos and A MacGregor and S Haw",

note = "This study was supported by grant 10/3000/07 from the National Institute for Health Research.",

year = "2015",

month = sep,

day = "11",

doi = "10.1136/bmjopen-2015-008547",

language = "English",

volume = "5",

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T1 - E-cigarette marketing in UK stores

T2 - an observational audit and retailers' views

AU - Eadie, D

AU - Stead, M

AU - MacKintosh, A M

AU - MacDonald, L

AU - Purves, R

AU - Pearce, J

AU - Tisch, C

AU - van der Sluijs, Winfried

AU - Amos, A

AU - MacGregor, A

AU - Haw, S

N1 - This study was supported by grant 10/3000/07 from the National Institute for Health Research.

PY - 2015/9/11

Y1 - 2015/9/11

N2 - OBJECTIVES: To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends.SETTING: Fixed retail outlets subject to a ban on the display of tobacco products.PARTICIPANTS: Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013-2014), and qualitative interviews with small retailers (n=25) in 4 matched communities.PRIMARY AND SECONDARY OUTCOME MEASURES: The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers' perceptions of e-cigarette market opportunities and risks, and customer responses.RESULTS: The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco.CONCLUSIONS: E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children.

AB - OBJECTIVES: To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends.SETTING: Fixed retail outlets subject to a ban on the display of tobacco products.PARTICIPANTS: Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12 months apart (2013-2014), and qualitative interviews with small retailers (n=25) in 4 matched communities.PRIMARY AND SECONDARY OUTCOME MEASURES: The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers' perceptions of e-cigarette market opportunities and risks, and customer responses.RESULTS: The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco.CONCLUSIONS: E-cigarette point-of-sale displays and number of brands displayed increased over 12 months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children.

U2 - 10.1136/bmjopen-2015-008547

DO - 10.1136/bmjopen-2015-008547

M3 - Article

C2 - 26362665

SN - 2044-6055

VL - 5

JO - BMJ Open

JF - BMJ Open

IS - 9

M1 - e008547

ER -

E-cigarette marketing in UK stores: an observational audit and retailers' views

Abstract

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