An Evaluation of the Removal of Tobacco Overview Retail Displays in - PowerPoint PPT Presentation

8/8/2013 An Evaluation of the Removal of Tobacco Overview Retail Displays in New Zealand • Why remove tobacco products from open display in stores? • Retailing as a promotional medium • Outline of new policy implementation in New Zealand • Process and outcome • Support for policy post-implementation Support for policy post implementation • Implications for other countries Gregor Whyte, Philip Gendall and Janet Hoek, Department of Marketing, University of Otago, New Zealand Tobacco Retailing History of retailing in NZ • Marketing focusses on two key principles: • Few legal limits on: • Visibility and accessibility • where tobacco is sold • who can sell tobacco • who can sell tobacco • Retailing puts these principles into practice R t ili t th i i l i t ti • Display of tobacco products unregulated until 1990: • Prohibited the display of tobacco products within a shop if this could be seen from outside • 1997 saw limits on the types of notices within shops about the sale of tobacco products 1

8/8/2013 Merchandising amok! History of retailing in NZ Smoke-free Environments Amendment Act 2003 • Originally proposed banning POS displays • Watered down to restrict number of brand facings • Watered down to restrict number of brand facings (two per brand allowed) • Displays could contain up to 100 packs per cash register • Industry responded by proliferating brand variants and pack sizes and pack sizes • Created large visual brand blocks – “powerwalls” Work continued • Strong advocacy campaign by Cancer Society • Focussed on providing protection to children • Resonated strongly with NZ public 2

8/8/2013 Work continued! M ā ori Affairs Select Committee Inquiry • 2007 Cancer Society petition calling on government • 2011 report offered several recommendations to require removal of tobacco from open display We recommend to the Government that all retail We recommend to the Government that all retail displays of tobacco products be prohibited • Further round of consultation • Research evidence now sufficient! • Beginning of a long and initially unsuccessful process • Public consultation – strong support for POS ban • 2011 Smoke free Environments (Controls and Enforcement) Amendment Act • Change in government • Insufficient evidence! New Law Current Study • Much wailing and gnashing of teeth among retail • Investigated responses to the policy removing front groups tobacco from open display • Came into effect in late July 2012 • Explored: Explored: • Support for new policy • Perceived benefits • On-line survey of 364 smokers and 402 non- smokers smokers • Quotas by age, gender and smoking status 3

8/8/2013 Sample smoking prevalence Support for new policy Daily Occasional Former Non- Removing tobacco products from view in shops Smokers smokers Smokers Smokers 5 % (n=289) % (n=75) % (n=62) % (n=340) S Gender 4 Male (n=359) Male (n 359) 34 34 13 13 7 7 46 46 u p 3 Female (n=407) 41 7 9 43 p Ethnicity o 2 NZ European/Other 38 9.0 8.4 45 r (n=658) t 1 M ā ori & Pacific (n=51) 55 14 12 20 0 - Asian ( n=57) 18 16 2 65 Daily Smoker Occasional Former Never Smoker Total Age Group ‐ 1 O Smoker Smoker 15 to 24 (n=79) ( ) 23 22 2.5 53 p p ‐ 2 25 to 44 (n=287) 37 14 8.7 41 p o 45 to 64 (n=268) 44 5 9.7 41 ‐ 3 s 65+ (n=132) 36 4 6.8 54 e ‐ 4 Total (n= 766) 38 10 8 44 ‐ 5 Effect of Policy on Smokers' Ease of Quitting Effect of Policy on Ease of Quitting 100 100 90 90 80 80 70 70 70 60 60 Harder 50 Harder Easier 50 40 Easier No difference No difference 30 40 20 30 10 10 20 0 10 Daily Occasional Former Never Total Smoker Smoker Smoker Smoker 0 Daily Smoker Occasional Smoker 4

8/8/2013 Effect of Policy on Remaining Smokefree Effect of Policy on Youth Initiation 90 80 80 70 70 60 60 50 50 Harder More likely 40 40 Easier Less likely 30 No difference 30 No difference 20 20 10 10 0 0 Daily Occasional Former Never Total Daily Occasional Former Never Total Smoker Smoker Smoker Smoker Smoker Smoker Smoker Smoker Effect of Policy on Youth Access to Tobacco Key findings 70 • Strong support for new policy and many perceived 60 benefits including: • Reduced initiation AND reduced access among youth 50 • Occasional smokers more likely to believe POS removal 40 made it easier for them to quit [OR 3.10 (p<.1)] Less difficult 30 More difficult • Quit intenders more likely to believe POS removal No difference made quitting easier [OR 12.97 (p<.05)] 20 • Easier for quitters to remain smokefree Easier for quitters to remain smokefree 10 10 0 Daily Occasional Former Never Total Smoker Smoker Smoker Smoker 5

8/8/2013 Conclusions Removing tobacco from open display in stores: • Has strong public support • Further denormalises tobacco and smoking • Further denormalises tobacco and smoking • Seen as very likely to reduce youth initiation and access • Supports quitters On-going evaluations required to assess effects on youth initiation and cessation success For more information, contact: • Early evidence suggests policy likely to reduce smoking initiation and increase successful quitting Janet Hoek University of Otago Janet.hoek@otago.ac.nz 6