Tobacco industry targets children near schools and playgrounds

A new study published in the journal Tobacco Control[1] details how major tobacco companies advertise cigarettes to children near playgrounds and schools in more than 40 low- and middle-income countries. Cigarette brands from British American Tobacco, Philip Morris International, Japan Tobacco International, and Imperial Brands were advertised near schools and playgrounds in almost every country studied.

The analysis includes data collected from 2015 to 2021 at outlets located within walking distance of schools and playgrounds in 42 countries, most of them low- and middle-income. The results reveal nearly identical marketing tactics across the countries studied, suggesting that these strategies are part of a concerted effort by manufacturers to expose young people to their cigarette brands.

In many countries where tobacco marketing strategies have been observed, there are policies prohibiting the sale and advertising of tobacco at points of sale near schools.

Similar advertising strategies in the countries studied

Four strategies were identified in most of these countries: (1) displaying cigarettes near snacks, confectionery, and sugary drinks; (2) placing cigarette advertisements at children's eye level; (3) advertising and displaying flavored cigarettes; and (4) selling single cigarettes. These advertisements were associated with the cigarette brands of the major tobacco manufacturers: BAT, Imperial, JTI, and PMI.

The display of cigarettes near consumables such as candy was observed at points of sale in 90 % countries studied. The display of cigarette advertisements at children's eye level, approximately 1 m above the ground, was observed in all points of sale in the study.

Flavored cigarette assortments and/or flavored cigarette advertisements were observed in 76% of the study countries. Specific marketing campaigns featuring flavored cigarettes and flavored capsule cigarettes were also observed in several countries. For example, BAT's "Click 4/Click and Mix" campaign was observed at retailers in South America and Eastern Europe.

Finally, the sale of single cigarettes was carried out at 78% outlets in the countries studied. In half of the countries where this sale was recorded, the country's legislation prohibited it.

Other strategies have also been observed in several countries, including the use of animated advertising screens or illuminated window displays that highlight certain cigarette brands. This phenomenon has been reported in 13 countries. This type of advertising easily attracts customers' attention and allows them to be seen from a distance.

Manufacturers whose cigarette brand(s) are sold and/or advertised in at least one point of sale, by country.

Strategies that contribute to exposing young people to tobacco

These strategies have already been documented in several high-income countries. They contribute to increasing youth exposure to smoking. Point-of-sale tobacco advertising is associated with greater youth initiation to tobacco and rapid regular use. Thus, children and youth who are frequently exposed to tobacco advertising and promotion at points of sale are more likely to start smoking and to smoke persistently than those who are not. Point-of-sale advertising also discourages cessation efforts and normalizes smoking.

The study also indicates that placing tobacco products near confectionery induces confusion between the two products and contributes to a misperception of the health risks associated with tobacco.

Vigilance around advertising for other tobacco and nicotine products

The study warns of the development of marketing strategies around new products such as e-cigarettes, nicotine pouches, and heated tobacco products, which have been rolled out in 15 of the countries studied. Initial findings from Mexico, Colombia, the Philippines, Uzbekistan, and Germany point to point-of-sale marketing tactics for these products similar to those for cigarettes, including posters, advertisements, and products placed at a child's eye level, flavors, and products placed near candy and beverages.

Tobacco manufacturers today are highlighting the "great transformation" of their industry and their "desire" to quit smoking by promoting new products that they present as "less harmful" alternatives. However, the facts show that not only are they promoting these new products, but they are also continuing to invest heavily to promote their traditional cigarettes and recruit future generations of smokers.

Keywords: Marketing, youth, children, schools, advertising, tobacco, points of sale, display ban

©Generation Without Tobacco

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[1] Brown JL, Rosen D, Carmona MG, et al Spinning a global web: tactics used by Big Tobacco to attract children at tobacco points-of-sale Tobacco Control Published Online First: 31 May 2022. doi: 10.1136/tobaccocontrol-2021-057095

National Committee Against Smoking |