Problem/Objective: Since its passage in 1992 the Synar amendment has been broadly implemented. The so called "compliance rates" every where are up and sales to youth operatives are down. However, the question persists what is the best way to prevent the creation of new smokers?

Methods: A significant part of the effort to reduce access to tobacco products has been retailer education. Washington and Colorado have taken different approaches to this but both efforts complement each other. Colorado's effort has been youth-focused and community-based emphasizing:

• The tobacco industry normalizes the product • 80% of retail outlets currently have interior tobacco advertising while less than 20% of Colorado adults smoke • Working with grocery store chains asking them to stop selling the product or place them in blacked out cases.

In Washington the focus has been on directing similar messages to retailers from a Public Health perspective, suggesting that chains already market themselves as focused on their customer's health and stopping the sell of tobacco is a way of accomplishing that goal. Data collected from retailer suggests they are persuadable.

Results: The session will give the background of why these strategies and tactics are important and how they can complement each other to achieve the goal of de-normalizing the sale of tobacco products.

Conclusions: The focus of youth prevention should refocus on changing social norms in addition to enforcement.