Learning Objectives: Describe how Operation Storefront may be used to document tobacco advertising targeted to youth.
Abstract: Objective: Tobacco industry expenditures for advertising and marketing were $8.4 billion, in 1999. As revealed by industry documents, tobacco companies view children as a key market, and target youth in their product advertising. The 1994 Surgeon General’s report concluded that advertising is effective in recruiting new tobacco users among youth. The goal of Operation Storefront was to raise community awareness of the tactics used to promote tobacco use by youth.
METHODS: Ninety-seven youth surveyed 243 stores in 34 towns throughout New Hampshire between November 2001 and February 2002. Youth, supervised by adults, selected a convenience sample of stores in their communities. A standardized form, adapted from the Campaign for Tobacco-Free Kids, was used to document tobacco advertising in, on, and around stores.
RESULTS: Tobacco advertising was present on 94.2% of stores. The mean number of advertisements per store was 12.9 and varied by proximity to schools and playgrounds, with stores close to schools and playgrounds having a higher mean number of advertisements (15.6) than those not close to schools and playgrounds (11.8). Fifty-eight percent of stores had either advertisements next to candy or < 3-feet from floor-level. Some type of promotion, either a special sale or gift with purchase, was offered in 62.1% of stores.
Discussion: The results of Operation Storefront document the high levels of tobacco advertising in New Hampshire stores and provide evidence of tobacco advertising directed toward youth. Results can be used by communities to educate state legislators and storeowners of the extent of youth-targeted tobacco advertising.
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