Problem/Objective: to identify the nature and extent of tobacco marketing and possible violations of Master Settlement Agreement (MSA) marketing restrictions for enforcement action.

Methods: In 2006, the California Tobacco Control Section observed a total of 68 events thought to receive tobacco industry sponsorship. The observed 68 events included 36 rodeos, 11 bull riding, 15 motorsports, 4 team roping, and 2 music.

Results: Sixty percent of the observed events were sponsored by the tobacco industry and more than half of the sponsored events (51.22%) had youth involved as a participant or competitor. Most of the sponsored events (92.7%) were sponsored by USST. Larger events were more likely to be sponsored by tobacco companies than smaller events. Sponsored events with youth involvement were more likely to offer discounted tickets to youth and to have youth attractions than sponsored events without youth involvement. Venue banners and tobacco industry ads in the event program were the two most common methods used by tobacco companies or brands to market themselves in sponsored events. About two-thirds of sponsored events applied more than one method to promote the tobacco company or brand sponsor. About 40% of sponsored events had adult-only areas and almost all provided free tobacco products or discount coupons for tobacco products to visitors inside the adult-only area.

Conclusions: Youth involvement as a participant or competitor indicates potential MSA violations in more than half of the observed events. Documentation of tobacco marketing and possible MSA violations at events can assist State Attorneys General with enforcing the MSA.