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Abstract
Our objective was to explore the nature and location of tobacco product advertising and promotion in retail stores in Hawaii. We performed a cross-sectional study of tobacco product store-based advertisements, including the number, location (indoor/outdoor; proximity to candy, toys, school), size, and brand of the ads. Trained youth (ages 12–19 years) collected data on 3,151 advertisements and promotions among 184 stores. We found that most ads appeared indoors, and the most heavily advertised brand was Kool. Kool is also the most heavily smoked brand among youth in Hawaii. This study underscores the high visibility of retail store advertising and promotions (both indoor and outdoor) in places that attract the attention of youth.
This project was supported by the Master Tobacco Settlement through the Hawaii State Department of Health, Healthy Hawaii Initiative, and the Hawaii Community Foundation Tobacco Trust Fund; and by a Georgia Cancer Coalition Distinguished Scholar Award to Karen Glanz. The authors would like to thank Mary Jane Ahrendes; Kimberly Yamahara; Amos Jarrette; Megan Fong; Pedro Haro-Arvizu; and the REAL: The Hawaii Youth Movement Against Tobacco Use Special Projects Committee members for their contributions. We also offer special thanks to the REAL members, island youth coordinators, and the volunteers who assisted with data collection.
Notes
∗Number of ads and average number of ads weighted by 1 (indicating a small ad), 2 (indicating a medium ad), or 3 (indicating a large ad).
∗Number of ads weighted by 1 (indicating a small ad), 2 (indicating a medium ad), or 3 (indicating a large ad).