Abstract
Point-of-sale (POS) advertising at retail stores is one of the key marketing avenues used by the tobacco industry. The United States Surgeon General urges actions to eliminate POS tobacco advertisements because of their influence on youth smoking. Many youth empowerment programs are implemented to address tobacco industry marketing influences, including POS tobacco advertisements. While youth are asked to take on such collective action, little is known regarding their perceptions and understanding of tobacco industry marketing influences and related advocacy activities. This mixed methods study examined Oklahoma's tobacco control youth empowerment program members' perceptions of tobacco industry marketing influences. Four focus groups were held with active program members from rural and urban areas. Overall, the focus group participants viewed the program as purposeful, as an avenue to help others, and as a way to make a difference. Specifically, the older participants (median age = 18 years) identified tobacco industry marketing influences such as POS, movies, and magazine advertisements and reported participating in activities that counter POS tobacco advertisements at retail stores. Likewise younger participants (median age = 16 years), identified similar tobacco industry marketing influences, but also included tobacco use by friends and family as tobacco industry marketing influences. Moreover, the younger participants did not report engaging in activities that addressed POS tobacco advertisements. The study results suggest that the empowerment program should tailor its programming, training, materials, and activities with input from youth of various ages. Thoughtfully developed messages and specific activities can truly empower youth and maximize their contribution as change agents who address POS or other initiatives at the retail environments to prevent chronic diseases.
Highlights
The tobacco industry spends billions of US dollars each year to market their products at retail stores through tobacco displays, brand signs, and price promotions, known as point-of-sale (POS) tobacco advertisements [1]
1) How does this program differ from other youth organizations that you know of? 2) What one word describes the program? 3) What are three ways the tobacco industry influences youth smoking or spit tobacco use? 4) How are decisions made about what activities the team does?
Youth participants had some difficulty identifying some forms of tobacco industry marketing and had difficulty distinguishing between tobacco industry marketing influences and tobacco use among family and friends
Summary
The tobacco industry spends billions of US dollars each year to market their products at retail stores through tobacco displays, brand signs, and price promotions, known as point-of-sale (POS) tobacco advertisements [1]. Vast investments have been made in youth empowerment programs to engage youth as change agents to expose tobacco industry marketing influences. Drawing upon their own experiences and perspectives of tobacco industry marketing influences, youth tell their story and call for actions. Several counter-tobacco industry campaigns conducted by youth have been quite successful in reducing youth smoking and promoting changes within the communities [12,13]. Such youth empowerment programs were designed to address youths’ lack of knowledge and sense of control to generate prevention alternatives and action [14]. Assessment of POS tobacco advertisements with promotion of its removal, checks of retailers’ compliance with tobacco purchasing laws, anti-tobacco sponsorship demonstrations, and meetings with community leaders were noted in program materials as activity options to enable the team members to affect their environment
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
