Instituto Nacional de Salud Pública | Centro de Investigación en Salud Poblacional

The impact of the tobacco a retail environment on youth smoking in Latin America (Mexico POS Project) 2nd Round.

Septiembre, 2016 Publicidad, Promoción y Patrocinio

Background

The tobacco retail environment is a rich source of tobacco marketing. With regulations restricting other types of marketing, the tobacco industry has increasingly concentrated its resources on point-of-sale (POS)

As the alcohol industry has become increasingly competitive, PoS is increasingly being used a marketing tool for alcohol products and contribute to creating a pro-alcohol environment 18 frequented by teenagers and young adults.

There have been rapid shifts in the share market who have substantial capacity for widespread discounting in the alcohol market with a diversification of alcohol advertising and promotion strategies. It is an appropriate time to review the regulatory controls on alcohol at the PoS. 

Objectives

Objective 1. To ascertain the extent of youth exposure to PoS marketing and counter marketing in tobacco retail outlets within close proximity to secondary schools in Mexico.

Hypothesis 1: The extent and types of PoS marketing will vary as a function of school environments (e.g. sociodemographic characterististics) within Mexico.

Objective 2. To evaluate the impact of PoS marketing on youth smoking consumption behavior within Mexico.

Hypothesis 2: Exposure to higher amounts of PoS marketing, determined through direct environmental assessments of retail outlets and youth survey data to assess frequency of exposure to specific retail outlets, will be positively associated with smoking status, susceptibility, and initiation among youth in Mexico.

Objective 3. As secondary objective to ascertain the extent of youth exposure to PoS marketing and counter marketing in alcohol retail outlets within close proximity to secondary schools in Mexico.

Hypothesis 3: The extent and types of PoS marketing will vary as a function of school environments (e.g. sociodemographic characterististics) within Mexico

Objective 4. As secondary objective To evaluate the impact of PoS marketing on youth alcohol drinking consumption behavior within Mexico.

Hypothesis 4: Exposure to higher amounts of PoS marketing, determined through direct environmental assessments of retail outlets and youth survey data to assess frequency of exposure to specific retail outlets, will be positively associated with alcohol consumption, susceptibility, and initiation among youth in Mexico.

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