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dc.contributor.authorEadie, Douglasen_UK
dc.contributor.authorStead, Martineen_UK
dc.contributor.authorMacKintosh, Anne Marieen_UK
dc.contributor.authorMacDonald, Lauraen_UK
dc.contributor.authorPurves, Richarden_UK
dc.contributor.authorPearce, Jamieen_UK
dc.contributor.authorTisch, Catherineen_UK
dc.contributor.authorvan der Sluijs, Winfrieden_UK
dc.contributor.authorAmos, Amandaen_UK
dc.contributor.authorMacGregor, Andyen_UK
dc.contributor.authorHaw, Sallyen_UK
dc.description.abstractObjectives: 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.en_UK
dc.publisherBMJ Publishing Groupen_UK
dc.relationEadie 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.
dc.rightsThis 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:
dc.titleE-cigarette marketing in UK stores: An observational audit and retailers' viewsen_UK
dc.typeJournal Articleen_UK
dc.citation.jtitleBMJ Openen_UK
dc.type.statusVoR - Version of Recorden_UK
dc.contributor.funderNational Institute for Health Researchen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationUniversity of Edinburghen_UK
dc.contributor.affiliationUniversity of Edinburghen_UK
dc.contributor.affiliationUniversity of St Andrewsen_UK
dc.contributor.affiliationUniversity of Edinburghen_UK
dc.contributor.affiliationScottish Centre For Social Researchen_UK
dc.contributor.affiliationHealth Sciences Research - Stirling - LEGACYen_UK
dc.relation.funderprojectDetermining the Impact of Smoking Point of sale Legislation Among Youth (DISPLAY) studyen_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorEadie, Douglas|en_UK
local.rioxx.authorStead, Martine|0000-0002-3066-4604en_UK
local.rioxx.authorMacKintosh, Anne Marie|en_UK
local.rioxx.authorMacDonald, Laura|en_UK
local.rioxx.authorPurves, Richard|0000-0002-6527-0218en_UK
local.rioxx.authorPearce, Jamie|en_UK
local.rioxx.authorTisch, Catherine|en_UK
local.rioxx.authorvan der Sluijs, Winfried|en_UK
local.rioxx.authorAmos, Amanda|en_UK
local.rioxx.authorMacGregor, Andy|en_UK
local.rioxx.authorHaw, Sally|0000-0001-7844-0362en_UK
local.rioxx.project10/3000/07|National Institute for Health Research|
local.rioxx.filenameEadie et al_BMJ Open_2015.pdfen_UK
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