title: Tobacco display and brand communication at the point of sale: implications for adolescent smoking behaviour.
abstract: BACKGROUND
  In England, point-of-sale (PoS) displays in larger shops were prohibited in April 2012, with an exemption for smaller retailers until 2015. The aim of this study was to examine the association between tobacco displays and brand communication at the PoS and adolescent smoking behaviour, and to assess the potential benefits likely to accrue from this legislation.
  
  
  METHODS
  Self-completion questionnaire survey in students aged 11-15 years in March 2011.
  
  
  RESULTS
  The odds of ever-smoking doubled for those visiting shops almost daily relative to less than once a week (OR 2.23, 95% CI 1.40 to 3.55), and susceptibility increased by around 60% (OR 1.62, 95% CI 1.25 to 2.10). Noticing tobacco on display every time during store visits increased the odds of susceptibility more than threefold compared with never noticing tobacco (OR 3.15, 95% CI 1.52 to 6.54). For each additional tobacco brand recognised at the PoS, the adjusted odds of being an ever-smoker increased by 5% (OR 1.05, 95% CI 1.03 to 1.06) and of susceptibility by 4% (OR 1.04, 95% CI 1.02 to 1.05). The association between frequency of visiting stores and susceptibility was predominantly due to exposure in small shops.
  
  
  CONCLUSIONS
  Exposure to and awareness of PoS displays and brands in displays were associated with smoking susceptibility. The association between PoS display exposure and smoking susceptibility was predominantly due to exposure in small shops. These findings suggest that a one-off, comprehensive tobacco display ban is the recommended approach for countries considering a display ban.
authors: Division of Epidemiology and Public Health, UK Centre for Tobacco Control Studies, Nottingham City Hospital, , Nottingham, UK.
authors: Dionysis
authors: D
authors: Spanopoulos
authors: John
authors: J
authors: Britton
authors: Ann
authors: A
authors: McNeill
authors: Elena
authors: E
authors: Ratschen
authors: Lisa
authors: L
authors: Szatkowski
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior; D001364:Awareness; D002648:Child; D003142:Communication; D003625:Data Collection; D004739:England; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing; D016017:Odds Ratio; D011356:Product Labeling; D012907:Smoking; D016540:Smoking Cessation; D011795:Surveys and Questionnaires; D019460:Tobacco Industry / Q000379:methods*; D062789:Tobacco Products
keywords: Advertising and Promotion; Prevention; Tobacco industry