Abstract
BackgroundTobacco retailers are potential public health partners for tobacco harm reduction (THR). THR is the substitution of highly reduced-risk nicotine products, such as smokeless tobacco (ST) or pharmaceutical nicotine, for cigarettes. The introduction of a Swedish-style ST product, du Maurier snus (dMS) (Imperial Tobacco Canada Limited), which was marketed as a THR product, provided a unique opportunity to assess retailers' knowledge. This study examined retailers' knowledge of THR and compliance with recommendations regarding tobacco sales to young adults.MethodsMale researchers, who may have looked younger than 18 years old, visited 60 stores in Edmonton that sold dMS. The researchers asked the retailers questions about dMS and its health risks relative to those from other tobacco products. They also attempted to purchase dMS to ascertain whether retailers would ask for identification to verify that they were at least 18 years old.ResultsOverall, the retailers were only moderately knowledgeable about THR and the differences between dMS and other tobacco products. About half of the retailers correctly indicated that snus is safer than cigarettes; half of whom knew it is safer because it is smoke-free. Fifty percent incorrectly believed that snus causes oral cancer. Less than fifty percent indicated that dMS differs from chewing tobacco because it is in pouches and is used without spitting or chewing (making it more promising for THR). Most (90%) of the retailers asked the researchers for identification when selling dMS.ConclusionTobacco retailers are potentially important sources of information about THR, particularly since there are restrictions on the promotion of all tobacco products (regardless of the actual health risks) in Canada. This study found that many retailers in Edmonton do not know the relative health risks of different tobacco products and are therefore unable to pass on accurate information to smokers.
Highlights
Tobacco retailers are potential public health partners for tobacco harm reduction (THR)
Relevant information in the du Maurier snus (dMS) brochure and the four alternating federally mandated warnings that take up half of the front of the dMS packages are listed in Figure 1 to help frame the retailers’ responses
The promotion of low-risk nicotine products as an alternative to smoking may depend largely on information provided by retailers
Summary
Tobacco retailers are potential public health partners for tobacco harm reduction (THR). The introduction of a Swedish-style ST product, du Maurier snus (dMS) (Imperial Tobacco Canada Limited), which was marketed as a THR product, provided a unique opportunity to assess retailers’ knowledge. The introduction of a new Swedish-style ST product, du Maurier snus (dMS), by Imperial Tobacco Canada Limited (ITC) (a subsidiary of British American Tobacco) in 2007 provided a unique opportunity to assess retailers’ knowledge of THR and the sale of ST to young adults. Around the time of the rollout retailers were educated about the product category and provided with a brochure, entitled “What is SNUS” to distribute to adult customers, those purchasing tobacco products They received oral briefings by sales representatives of ITC and some of them attended an educational/social event at the time of the product rollout. The display consists of a small refrigerator, usually located behind or beside the cashier
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