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Appears in Collections:Faculty of Health Sciences and Sport Research Reports
Title: Study: An Assessment of Citizens' Exposure to Tobacco Marketing
Author(s): Stead, Martine
Bauld, Linda
Bogdanovica, Ilze
Eadie, Douglas
MacKintosh, Anne Marie
Murray, Susan
Angus, Kathryn
Critchlow, Nathan
Miguel Rey, Juan
Hausemer, Pierre
Wilhelm, Camille
Berteletti, Florence
Toma, Anca
Burch, Jennifer
Lester, Rosalind
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Citation: Stead M, Bauld L, Bogdanovica I, Eadie D, MacKintosh AM, Murray S, Angus K, Critchlow N, Miguel Rey J, Hausemer P, Wilhelm C, Berteletti F, Toma A, Burch J & Lester R (2016) Study: An Assessment of Citizens' Exposure to Tobacco Marketing. European Commission. Directorate-General for Health and Food Safety. Health Programme, No. EAHC/2013/HEALTH/10 No. 2014 62 03. Publications Office of the European Union.
Keywords: European Union
Member States
young people
electronic cigarettes
product placement
promotional items
corporate responsibility
brand stretching
imitation products
literature review
Issue Date: Feb-2016
Publisher: Publications Office of the European Union
Series/Report no.: Directorate-General for Health and Food Safety. Health Programme, No. EAHC/2013/HEALTH/10 No. 2014 62 03
Abstract: This report provides the European Commission with a comprehensive overview of channels through which EU citizens, and in particular young people, are exposed to the marketing of tobacco products and e-cigarettes. The study investigates the reality of tobacco advertising and marketing in a representative sample of EU Member States. The detailed evidence provided in this report will shed light on how current EU- and national- level regulation of tobacco and e-cigarette advertising is working in practice. Exposure is measured both by looking at actual advertising spend, what advertising activity is occurring in different channels and looking at what advertising citizens recall, as measured through a citizens' survey. These are complemented by a survey of national experts and a review of secondary data. We examine exposure to advertising through a wide range of channels including print, outdoor, TV and radio, online, sponsorship and corporate social responsibility. Strategies for selling tobacco at point of sale are also assessed, including a review of the different kind of retailers, such as specialised retailers (tobacconists), retail outlets (including supermarkets) and vending machines. Where information exists, we assess the extent to which young people in particular are exposed to this marketing.The report takes into account the regulatory context at EU and national levels, given that certain forms of advertising (e.g. billboards, point of sale) are still allowed in some Member States. The report covers the following work packages: Work package 1: Overview of advertising strategies Work package 2: Printed media Work package 3: Internet and mobile applications Work package 4: Billboards, posters and other types of advertising outside the home Work package 5: TV and radio (electronic cigarettes) and product placement (all products) Work package 6: Points of sale, sample, giveaways and promotional items Work package 7: Sponsoring, corporate responsibility, brand stretching and imitation products Work package 8: Compilation of the key forms of advertising, promoting and sponsorship that EU citizens are exposed to. Consortium Partners: Burson-Marsteller; Smoke Free Partnership Expert Subcontractors: University of Stirling; VVA Europe
Type: Research Report
Rights: © European Union, 2015 Reproduction is authorised provided the source is acknowledged.
Affiliation: Institute for Social Marketing
Institute for Social Marketing
University of Nottingham
Institute for Social Marketing
Institute for Social Marketing
Health Sciences Stirling
Institute for Social Marketing
Institute for Social Marketing
University of Cadiz
Valdani Vicari and Associati Europe
Valdani Vicari and Associati Europe
Smoke Free Partnership
Smoke Free Partnership
Smoke Free Partnership
Burson Marsteller (BM)

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