IU School of Nursing students conducted 2022 Point of Sale Audits as part of Indiana’s Department of Health, Tobacco Prevention and Cessation’s efforts in Hamilton County.
The audits provide important information that helps shape the policies and interventions that can be employed at the point of sale to decrease tobacco use.
Retail environments are convenience stores, gas stations, pharmacies, grocery stores, vape shops and more. Point of sale promotions include exterior and interior advertisements, price discounts, product placement strategies, incentives offered to retailers to increase in-store marketing, and other strategies.
Breathe Easy Executive Director Katie Jensen spoke to IU School of Nursing Faculty and Staff on Wednesday at the annual Recognition Breakfast. (Photo provided)
Key takeaways from the audit include:
Industry marketing spending
As the federal regulations have limited the ability for tobacco to be advertised on television, the radio, billboards and magazines, the tobacco industry has focused on the point of sale. Much of this spending goes towards prime placement, commonly referred to as the “powerwall” located at the coveted check-out. $1 million is spent on marketing every hour by the tobacco industry, equating to over $9 billion each year. Eighty percent of this money is spent at the point of sale.
Discounts and Public Health
The tobacco industry relies heavily on price discounts. This strategy allows prices to stay low enough for price-sensitive populations, like youth and low-income groups. These promotions give customers an incentive to buy now and buy more.
Marketing Exposure to Youth
Seven out of 10 middle and high-school students are exposed to tobacco advertisements in the retail setting, representing a 24 percent increase since 2014. Youth exposed to this marketing are more curious and as much as three times more likely to try a product within six months of exposure.
Point of Sale advertising diminishes quit attempts
Many studies point to the impacts of marketing on former smokers’ desire to smoke, and studies have found that higher exposure to point of sale tobacco marketing to be associated with reduced intentions to remain abstinent and decrease the probability of quit success.
* * *
The data collected in this audit is the key to reducing the use of tobacco products in local communities. This research is an important aspect of public health, not only for tobacco products, but also for other products like alcohol.
Breathe Easy Hamilton County, the Tobacco Prevention and Cessation Partner in Hamilton County thanks IU School of Nursing for their partnership on this project and commitment to Tobacco Education.
IU Nursing students audited 133 stores in Hamilton County and recorded 57 pieces of information at each location including:
- Types of tobacco products available
- Price of each
- Discounts available
- Location of products
- Advertisements
- Collecting photos of locations
About Breathe Easy Hamilton County
As a coalition working with local organizations and individuals within the Hamilton County community, Breathe Easy promotes tobacco-free living in order to reduce mortality and morbidity rates. Breathe Easy Hamilton County is working to ensure that all workers in Hamilton County are protected from secondhand smoke exposure. Everyone deserves the right to breathe smoke-free air at work and in public places. Learn more at BreatheEasyHamiltonCounty.com.