Levels and correlates of awareness of point-of-purchase tobacco displays and advertising

This study examined smokers' awareness of tobacco displays and advertising at point-of-purchase (POP), and whether the association between noticing POP tobacco displays with prompted purchase of cigarettes and quit intentions varied by socioeconomic status (SES). Logistic regression analyses undertaken with a sample of 2,272 current smokers (aged 18+) from the Netherlands and the UK, who completed the International Tobacco Control Surveys between July 2010 and June 2011. Results showed that overall 76.9% of smokers were aware of POP tobacco displays comprising 88.3% in the UK and 67.4% in the Netherlands. After adjusting for ovariates, younger smokers in both countries were more likely to be prompted to purchase cigarettes than older smokers. In the Netherlands, smokers with low SES were more likely to indicate that noticing tobacco displays and advertising prompted them to purchase cigarettes than those with high SES (OR = 2.34, 95% CI = 1.28 – 4.27), but UK smokers with low SES were less likely to be prompted to purchase cigarettes (OR = .49, 95% CI = .25 – .95). These findings suggest that retail tobacco displays at POP are still noticeable, and affect cigarettes purchased and quit intention, particularly among those in low social groups. Tobacco legislation should aim at putting cigarettes completely out of sight in retail environments.