Tobacco point-of-sale displays, brand awareness, and smoking and vaping among young people in Scotland Insights for policymakers from the DISPLAY project In

Abstract

In 2013, the Scottish Government set an ambitious target to create a tobacco-free generation in Scotland by 2034, with cigarettes out of sight and out of mind for generations born in 2013 and after. Since 2013, important reforms aimed at reducing the visibility and availability of tobacco and nicotine products to young people have been introduced as part of Scotland’s tobacco control policy. These include: banning tobacco displays and promotions at point-of-sale; prohibiting the sale of vaping products to under-18s; and banning the sale of vaping products through vending machines. In addition, smoking in cars carrying passengers under 18 years of age has also been banned. However, further action is needed to embed the cultural change necessary to raise a tobacco-free generation. A consultation is also planned in Scotland on what further regulation of e-cigarettes is required, such as the restriction of domestic advertising and promotion of e-cigarettes. In a rapidly changing environment, where smoking rates among young people are falling but experimentation with e-cigarettes has increased, understanding the influence of tobacco branding and the display of tobacco and nicotine products is essential in order to develop effective policy interventions that protect young people. This briefing draws on research led by the University of Stirling’s Faculty of Health Sciences and Sport, and provides insights into the relationship between tobacco branding, point of sale marketing and e-cigarette uptake among young people in Scotland. The paper will be of use to policymakers in Scotland, and further afield, when considering the next steps necessary to combat the uptake of smoking and vaping among young people.