Retailer Compliance with State and Local Policies on Tobacco Advertising

Abstract

Objectives: In this study, we assessed factors associated with retailer compliance with state and local government policies targeted at tobacco retail advertising in Massachusetts. Methods: Primary data collection was from 419 retail stores across 42 selected municipalities. Multi-level Bayesian logistic regression models assessed the relationship between retailer compliance and the comprehensiveness of local tobacco control policies; we also examined the number of tobacco ads, retail store type, and municipality-level socioeconomic and demographic factors. Results: Retail stores were fully compliant with state laws. At 92%, compliance with local tobacco advertising regulations was also high; a few retail stores advertised and sold flavored tobacco products and discounted tobacco products below the listed price. Retail stores with more tobacco ads and lower municipality-level smoking prevalence were less likely to be compliant with local tobacco advertising regulations relative to retail stores in other municipalities. Conclusions: Findings reveal a high degree of compliance with state and local tobacco advertising regulations in Massachusetts. State law in Massachusetts does not preempt local ordinances adopting more stringent tobacco control policies. Other states may exhibit similar levels of compliance should they follow Massachusetts example in allowing municipalities to adopt and enforce regulations that improve retail store compliance, hence limiting tobacco retail advertising.