title: E-cigarette marketing in UK stores: an observational audit and retailers' views.
abstract: OBJECTIVE
  To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends.
  
  
  METHODS
  Fixed retail outlets subject to a ban on the display of tobacco products.
  
  
  METHODS
  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.
  
  
  METHODS
  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.
authors.affiliation: Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK.
authors.forename: D
authors.initials: D
authors.lastname: Eadie
authors.affiliation: Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK.
authors.forename: M
authors.initials: M
authors.lastname: Stead
authors.affiliation: Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK.
authors.forename: A M
authors.initials: AM
authors.lastname: MacKintosh
authors.affiliation: Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK.
authors.forename: L
authors.initials: L
authors.lastname: MacDonald
authors.affiliation: Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK.
authors.forename: R
authors.initials: R
authors.lastname: Purves
authors.affiliation: Centre for Research on Environment Society and Health, School of GeoSciences, University of Edinburgh, Edinburgh, UK.
authors.forename: J
authors.initials: J
authors.lastname: Pearce
authors.affiliation: Centre for Research on Environment Society and Health, School of GeoSciences, University of Edinburgh, Edinburgh, UK.
authors.forename: C
authors.initials: C
authors.lastname: Tisch
authors.affiliation: Child and Adolescent Health Research Unit, University of St Andrews, St Andrews, UK.
authors.forename: W
authors.initials: W
authors.lastname: van der Sluijis
authors.affiliation: Centre for Population Health Sciences, School of Molecular Genetic and Population Health Sciences, University of Edinburgh, Edinburgh, UK.
authors.forename: A
authors.initials: A
authors.lastname: Amos
authors.affiliation: ScotCen Social Research, Edinburgh, UK.
authors.forename: A
authors.initials: A
authors.lastname: MacGregor
authors.affiliation: School of Health Sciences, University of Stirling, Stirling, UK.
authors.forename: S
authors.initials: S
authors.lastname: Haw
mesh_terms: D066300:Electronic Nicotine Delivery Systems / Q000191:economics*; D006801:Humans; D007407:Interviews as Topic; D040541:Marketing / Q000639:trends*; D010465:Perception; D012111:Residence Characteristics; D012606:Scotland; D012907:Smoking / Q000523:psychology*; D019460:Tobacco Industry / Q000331:legislation & jurisprudence*
keywords: AUDIT; PUBLIC HEALTH; QUALITATIVE RESEARCH