In many countries, laws have been passed prohibiting the advertising and promotion of tobacco products, and sponsoring tobacco companies using traditional media channels. In some countries, a ban on tobacco advertising at points of sale has also been introduced. As a result, the tobacco industry increasingly uses storefronts to promote its products.
For the tobacco industry, product placement at point of sale is an important marketing channel for those who buy cheap cigarettes.
Tobacco companies consider the design of tobacco packaging a critical form of marketing. Tobacco manufacturers use all packaging elements, including its design, outer protective film, tear strips, inner parts, inserts, stickers, brand information and color gamut.
The tobacco industry uses the terms of contracts with retailers and monetary incentives to ensure the most visible placement of its products at points of sale.
The design of tobacco display cases — the materials used, the lighting, the shape, and the color scheme — are carefully thought out to attract the attention of those who buy cheap cigarettes. The display cases, which occupy almost the entire wall area and are usually placed behind the cash registers, provide the tobacco products with the greatest visibility.
Storefronts with tobacco products at points of sale contribute to the social acceptability of smoking and are used by tobacco companies as a channel through which they can influence not only those who regularly buy cheap cigarettes, but also people who do not use tobacco and former smokers.
Studies have established a significant correlation between the presence of noticeable and eye-catching tobacco products at points of sale and the onset of smoking, the likelihood of initiation to smoking, and the desire to buy cheap cigarettes. A study in England showed that a noticeable and eye-catching display of tobacco products at the point of sale, as well as images of brands of tobacco products, especially in small stores, increase the likelihood of initiation to smoking.
Norwegian researchers found that young respondents, more often than adults, responded that laying out tobacco products prompted them to buy cigarettes.
A study in New Zealand found that a more visible and eye-catching display of tobacco products at points of sale increases the likelihood of experimenting with smoking and continuing to smoke.