Assessing Change in Tobacco Visibility at Point-of-sale Following a Display Ban



Eadie D, Best C, Stead M, MacKintosh AM, Critchlow N, Purves R, Pearce J, Currie D, Ozakinci G, Amos A, MacGregor A & Haw S (2018) Assessing Change in Tobacco Visibility at Point-of-sale Following a Display Ban. Tobacco Regulatory Science, 4 (3), pp. 10-28.

Objectives:  In this paper, we describe a point-of-sale (POS) tobacco visibility tool and examine its utility for assessing changes in visibility following legislation banning tobacco displays.  Methods:  An observational tool was developed as part of DISPLAY, a multimodal, longitudinal study evaluating the impact of the tobacco POS display ban in Scotland. Measures were taken of product and storage unit visibility, over 5 years, pre- and post-implementation in all retail outlets selling tobacco in 4 contrasting study areas (N = 103).  Results:  Data generated by the visibility tool illustrated that whereas the display ban had reduced product visibility, it had little impact on reducing visibility of tobacco storage units. However, it did narrow the inequality gap in storage visibility. It also found some shop types reduced product visibility before legally required to do so.  Conclusions:  The DISPLAY visibility tool provides a reliable method for measuring visibility of tobacco displays before and after implementation of POS legislation. Tobacco product visibility reduced as expected following implementation of the legislation, but storage unit visibility persisted, providing residual cues of tobacco availability which may confound the effects of the legislation. The DISPLAY tool has the potential to be utilized in countries planning POS display bans.

tobacco marketing; point-of-sale; display ban; retail audit; measuring visibility

Tobacco Regulatory Science: Volume 4, Issue 3

FundersNational Institute for Health Research
Publication date31/05/2018
Publication date online01/05/2018
Date accepted by journal22/03/2018
PublisherTobacco Regulatory Science Group

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Dr Catherine Best
Dr Catherine Best

Lecturer Statistician, Institute for Social Marketing

Dr Nathan Critchlow
Dr Nathan Critchlow

Research Fellow, Institute for Social Marketing

Ms Anne Marie MacKintosh
Ms Anne Marie MacKintosh

Senior Researcher, Institute for Social Marketing

Professor Gozde Ozakinci
Professor Gozde Ozakinci

Professor in Health Psychology, Psychology

Dr Richard Purves
Dr Richard Purves

Senior Research Fellow, Institute for Social Marketing

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