Article

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

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Citation

Eadie D, Stead M, MacKintosh AM, MacDonald L, Purves R, Pearce J, Tisch C, van der Sluijs W, Amos A, MacGregor A & Haw S (2015) E-cigarette marketing in UK stores: An observational audit and retailers' views. BMJ Open, 5 (9), Art. No.: e008547. https://doi.org/10.1136/bmjopen-2015-008547

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.

Journal
BMJ Open: Volume 5, Issue 9

StatusPublished
FundersNational Institute for Health Research
Publication date11/09/2015
Publication date online11/09/2015
Date accepted by journal04/08/2015
URLhttp://hdl.handle.net/1893/22575
PublisherBMJ Publishing Group

People (2)

Ms Anne Marie MacKintosh

Ms Anne Marie MacKintosh

Associate Professor, Institute for Social Marketing

Dr Richard Purves

Dr Richard Purves

Senior Research Fellow, Institute for Social Marketing

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