Teen Tobacco Summit 2001 Operation Storefront

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Teen Tobacco Summit 2001Operation Storefront

• School of Juvenile Justice Psychology
• Prairie View AM University
• Dr. Clete Snell, Loraine Samuels, Bridgett
  McGowan, and Dalila Mebane

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Tobacco and Your Health
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Health Effects

• Over 400,000 Americans die every year from
  smoking
• That is more than AIDS, alcohol, car accidents,
  murders, suicides, fires, and all other drugs
  combined

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Tobacco is a Gateway Drug

• Teens who smoke are
• 3 times more likely to use alcohol
• 8 times more likely to use marijuana
• 22 times more likely to use cocaine

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How Much are Texas Youth Smoking

• About 15,500,000 packs of cigarettes were
  illegally obtained by youth
• Thats a cost of over 39,000,000

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The Tobacco Industry
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To Ensure Increased and Longer-term Growth for
the Camel Filter, the Brand Must Increase Its
Share Penetration Among the 14-24 Age Group Which
Have a New Set of More Liberal Values and Which
Represent Tomorrows Cigarette Business -1975
Memo C.A. Tucker, Vice President of Marketing for
R.J. Reynolds Tobacco
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The success of Marlboro Red during its most
rapid growth period was because it became the
brand of choice among teenagers who then stuck
with it as they grew olderSpecial Report,
Young Smokers Prevalence, Trends, Implications,
and Related Demographic Trends, Philip Morris,
1981.
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It is important to know as much as possible about
teenage smoking patterns and attitudes. Todays
teenager is tomorrows potential regular
customer, and the overwhelming majority of
smokers first begin to smoke while in their
teens it is during the teenage years that the
initial brand choice is made.
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Tobacco Marketing at Kids

• Tobacco companies spend more than 3.8 billion on
  advertising and promotional efforts at points of
  purchase
• Studies show these ads and promotions directly
  influence the types of brands youth buy and use
• May also impact the number of kids who buy
  tobacco products

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Tobacco Point-of-Purchase Ads

• Cigarette and spit tobacco ads and functional
  items (counter mats and change cups) inside and
  outside of convenience stores, drug stores, gas
  stations, and other stores
• California study Youth seeing tobacco ads in
  stores were 38 more likely to experiment with
  tobacco

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Tobacco Point-of-Purchase Ads

• 80 of retail outlets currently have interior
  tobacco ads
• 60 have exterior tobacco ads
• 70 have tobacco functional items
• In 1998, cigarette companies spent 290 million
  on point-of-sale advertising
• 30 of their total advertising budget

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Tobacco Point-of-Purchase Promotions

• Includes coupons, multi-pack discounts (buy 2 get
  1 free), providing free gifts with cigarette or
  spit tobacco purchase, and other discounts and
  merchandise
• Tobacco companies pay retailers to
• keep display racks on the counter
• put tobacco products on good shelving space
• And give away promotional items such as counter
  mats and open/closed signs

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Tobacco Point-of-Purchase Promotions

• The tobacco industry spent 3 billion in 1998 on
  promotions alone
• In many cases, tobacco companies pay retailers to
  display tobacco products in highly visible racks
• In many cases, these racks are self-serve (do not
  need a clerk to help you get the tobacco)
• In other cases, these racks are placed next to
  candy or at a low level so that young children
  will see them

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The Effects on YOU

• Studies have found that teens are more likely to
  be influenced by advertising than peer pressure
• 1999 study Teens are almost twice as likely to
  be influenced by promotions in convenience stores
  than adults (73 to 47)
• 51 of teens admitted they were influenced by
  in-store displays

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The Effects on YOU

• A study of 7th graders found that 99 reported
  seeing tobacco ads and 70 said they were
  receptive to tobacco marketing materials
• 1999 study found that kids who owned a tobacco
  promotional item named a cigarette brand whose
  ads attracted their attention were twice as
  likely to become established smokers
• Another study found that 30 of all kids (12-17)
  owned at least one tobacco promotional item

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Billboard Ban

• Tobacco companies could no longer advertise on
  billboards as of April, 1999
• Tobacco ads increased inside and outside of
  stores
• Increase in cigarette promotions such as gift
  with purchase, cents-off promotion, and
  multi-pack discounts
• Increase in functional objects (change
  dispensers, clocks, counter mats)

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Texas Tobacco Laws

• Store clerks cannot sell to minors (500 fine)
• Free samples and coupons to anyone under 18 is
  illegal
• All tobacco merchandise giveaways such as
  t-shirts, radios, hats, cannot be sold or given
  away to anyone under 18
• Sale of cigarettes less than 20 per package is
  illegal
• Outdoor tobacco advertising within 1000 ft of a
  daycare on church property, or private or public
  elementary, middle, or high school is illegal

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Texas Tobacco Laws

• Retailers have to inform employees of the laws (
  500 fine 1st time Revocation of license for 4th
  time)
• Minors cannot purchase or possess tobacco
  products- must attend a tobacco awareness program
  or do tobacco-related community service- if they
  fail to do so they may have their drivers
  licenses suspended
• Anyone appearing under 27 must be asked for ID
• Vending machines and self-service sales are
  restricted to places not open to those under 18
  years of age

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Operation Storefront Texas

• 409 stores visited 1301 legal violations
• 6,908 ads found
• 668 total promotional items
• Coupons were most common promotional item
• Marlboro brand was the most advertised and had
  the most promotional items
• Camel was the 2nd most advertised brand
• Marlboro Camel are the brands most popular with
  kids

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Operation Storefront Texas

• 39 stores had tobacco advertising next to candy
• 23 stores had outdoor tobacco advertising next to
  churches schools
• 136 stores had tobacco advertising below 4 feet
  (36 of stores)
• State comptroller sign (legally required) not
  found in 24 of stores

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Start Your Own Operation Storefront

• Go to any stores that sell tobacco products
  within 1,000 feet of your school or 1,000 feet of
  other schools
• You should also go to as many other stores as you
  can- the more the better
• You should do the surveys in teams of 2 with an
  adult for each team
• Make copies of the data collection form for each
  store you go to

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Start Your Own Operation Storefront

• Need to pay close attention to the different
  types of tobacco advertising and promotions- it
  is easy to miss many of them
• 1st Activity Count all of the tobacco product
  name, brand, and logo impressions you see from
  outside the stores
• You might also want to take photographs of stores
  with large numbers of ads

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Start Your Own Operation Storefront

• 2nd Activity
• Can you access tobacco products yourself without
  the help of a store clerk?
• Are tobacco products near candy displays?
• Are tobacco products where clerks can easily see
  them?

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Start Your Own Operation Storefront

• Are tobacco signs or ads near candy?
• Are tobacco ads or signs located 3 feet or below?
• Are there any anti-tobacco ads or signs?
• Are there any signs informing customers there is
  a minimum age to purchase tobacco?
• Do the stores have the We Card or Its the
  Law signs?

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Start Your Own Operation Storefront

• 3rd Activity- More comprehensive
• You count the number of
• Store-made signs or ads
• Professional signs of ads
• Other tobacco promotions or ads

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Start Your Own Operation Storefront

• Tobacco brand names on functional items such as
  counter mats, clocks, doormats, display racks, or
  other products
• Anti-tobacco signs
• Minimum-age notices
• Count all of these items by the type of tobacco
  brand listed

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Start Your Own Operation Storefront

• Form an ant-tobacco group and give yourselves a
  name
• Count-up the number and types of ads that you
  find
• Count the number of stores that have ads close to
  a school
• Count the number of ads or tobacco products
  located close to candy
• Count the number of ads located 3 feet or below

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Start Your Own Operation Storefront

• Send these data forms back to us
• We will put all the information in a computer and
  submit it for a report to the Texas Department of
  Health
• We will send the forms on to Tobacco Free Kids
• Use cameras to take pictures
• Publicize your results using your school
  newspaper, the local city newspaper, a local
  radio station, or a local television station

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Anti-Tobacco Quiz Bowl
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There are two problems with this picture. Name
one of them.
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There is one big problem with this ad. What is
the problem?
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Quiz Bowl

• Approximately how many packs of cigarettes are
  illegally obtained by Texas youth each year?
• A) 8 million packs of cigarettes
• B) 12 million packs of cigarettes
• C) 15 million pack of cigarettes
• D) None- no kids in Texas obtain cigarettes
  illegally

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Quiz Bowl

• Who testified (and lied) before Congress that as
  far as they knew tobacco products were not
  harmful?
• A) President Bush
• B) Brittany Spears
• C) Elmo from Sesame Street
• D) Tobacco company executives

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Quiz Bowl

• True or False This sign is obviously a tobacco
  advertisement, but it is also an example of a
  promotional item?

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Quiz Bowl

• According to one study, what percentage of all
  kids between the ages of 12 and 17 owned at least
  one tobacco promotional item?
• A) 5
• B) 15
• C) 20
• D) 30

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Quiz Bowl

• True or False After a ban on tobacco billboards,
  tobacco advertising and promotions in stores went
  down?

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Quiz Bowl

• Which of the following is illegal in the state of
  Texas?
• A) Free samples and coupons to anyone under 18
• B) Tobacco merchandise giveaways to youth under
  18 such as t-shirts, radios, and hats
• C) Sale of cigarettes less than 20 per package
• D) All of the above

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Quiz Bowl

• What is the fine if store clerks sale tobacco
  products to kids?
• A) 100
• B) 250
• C) 500
• D) No fine they have to listen to rap music for
  48 hours

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Quiz Bowl

• If youth under 18 are caught purchasing or
  possessing tobacco products they must
• A) Eat worms
• B) Listen to Celene Dion records
• C) Attend a tobacco awareness class or do
  tobacco-related community service
• D) None of the above

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Quiz Bowl

• If a youth does not attend a tobacco awareness
  class or perform community service after being
  caught purchasing or possessing tobacco, which of
  the following is likely to happen
• A) They will be fined 1000
• B) They will have their drivers license
  suspended
• C) They will be grounded at home for life
• D) They will receive 10 years of hard labor at
  Sing Sing Prison

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Quiz Bowl

• If you walk into a store and are able to pick up
  a pack of cigarettes or chewing tobacco without
  asking a clerk for help, you should do which of
  the following
• A) Steal the tobacco
• B) Go to the counter and attempt to buy the
  tobacco
• C) Tell your parents that the store owner is
  breaking the law

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What to do if you go to a store and see a
violation of the law.

• Call The Texas Comptrollers Office at
• 1-800-345-8647