Abstract
Objective
: On May 31, 2006, Ontario joined a small group of international jurisdictions to implement legislative restrictions on tobacco point of sale promotions. This study compares the presence of point of sale promotions in the retail tobacco environment from three surveys: one prior to and two following implementation of the legislation.
Method
: Approximately 1,575 tobacco vendors were randomly selected for each survey. Each regionally-stratified sample included equal numbers of tobacco vendors categorized into four trade classes: chain convenience, independent convenience and discount, gas stations, and grocery. Data regarding the six restricted point of sale promotions were collected using standardized protocols and inspection forms. Weighted estimates and 95% confidence intervals were produced at the provincial, regional and vendor trade class level using the bootstrap method for estimating variance.
Results
: At baseline, the proportion of tobacco vendors who did not engage in each of the six restricted point of sale promotions ranged from 41% to 88%. Within four months following implementation of the legislation, compliance with each of the six restricted point of sale promotions exceeded 95%. Similar levels of compliance were observed one year later. Grocery stores had the fewest point of sale promotions displayed at baseline. Compliance rates did not differ across vendor trade classes at either follow-up survey. Point of sale promotions did not differ across regions in any of the three surveys.
Conclusion
: Within a short period of time, a high level of compliance with six restricted point of sale promotions was achieved.
Key words: Tobacco, marketing, compliance
Résumé
Objectif
: Le 31 mai 2006, l’Ontario s’est jointe à un petit groupe de compétences internationales pour mettre en oeuvre des restrictions législatives sur la publicité dans les points de ventes du tabac. Cette étude compare la présence de publicité sur le tabac dans les points de vente dans un environnement de vente au détail du tabac à partir de trois études: une avant la mise en oeuvre des mesures législatives, et deux après cette mise en œuvre.
Méthode
: Environ 1 575 vendeurs de tabac ont été sélectionnés au hasard pour chaque étude. Chaque échantillon stratifié par région comprend un nombre égal de vendeurs de tabac classés selon quatre catégories de commerce: les dépanneurs sous bannière, les dépanneurs indépendants, les postes d’essense-dépanneurs et les épiceries. Les données relatives à la publicité dans six points de vente restreints ont été recueillies à l’aide de protocoles normalisés et de formulaires d’inspection. Les estimations pondérées et 95 % des intervalles de confiance ont été produits au niveau provincial, régional et des catégories de commerce à l’aide de la méthode bootstrap pour estimer la variance.
Résultats
: À la base, la proportion de vendeurs de tabac qui ne participaient pas à la promotion de chacun des six points de vente restreints variait entre 41 % et 88 %. Quatre mois après la mise en oeuvre des mesures législatives, la conformité à la promotion de chacun des six points de vente restreints excédait 95 %. Des niveaux similaires de conformité ont été observés un an plus tard. Les épiceries affichaient le moins de publicité au point de vente à la base. Les taux de conformité n’ont pas différé parmi les catégories de commerce lors de l’étude de suivi. La publicité dans les points de vente n’a pas différé dans les régions dans aucune des trois études.
Conclusion
: Au cours d’une courte période, un niveau élevé de conformité avec la publicité dans les six points de ventre restreints a été atteint.
Mots clés: tabac, commercialisation, conformité
Footnotes
Acknowledgements: This study was funded by the Ontario Ministry of Health Promotion. We would like to thank the public health unit enforcement staff who collected the data for this study.
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