Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/22575
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: E-cigarette marketing in UK stores: An observational audit and retailers' views
Authors: Eadie, Douglas
Stead, Martine
MacKintosh, Anne Marie
MacDonald, Laura
Purves, Richard
Pearce, Jamie
Tisch, Catherine
van, der Sluijs Winfried
Amos, Amanda
MacGregor, Andy
Haw, Sally
Contact Email: douglas.eadie@stir.ac.uk
Issue Date: 11-Sep-2015
Publisher: BMJ Publishing Group
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.
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.
Type: Journal Article
URI: http://hdl.handle.net/1893/22575
DOI Link: http://dx.doi.org/10.1136/bmjopen-2015-008547
Rights: This is an Open Access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/
Affiliation: Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing
University of Edinburgh
University of Edinburgh
University of St Andrews
University of Edinburgh
Scottish Centre For Social Research
HS Research - Stirling

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