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Effect of a retailer intervention on cigarette sales to minors in San Diego County, California

Karen D Keay, Susan I Woodruff, Marianne B Wildey and Erin M Kenney
Tobacco Control
Vol. 2, No. 2 (SUMMER 1993), pp. 145-151
Published by: BMJ
Stable URL: http://www.jstor.org/stable/20747313
Page Count: 7
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Effect of a retailer intervention on cigarette sales to minors in San Diego County, California
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Abstract

Objective — To assess the effectiveness of a retailer educational campaign in reducing the illegal sale of cigarettes to minors in San Diego County, California, USA. Design — A pre-test — post-test control group design to study the effects of the programme, including information on sales rates to minors and sales activity. Setting — A variety of store types in ethnically diverse communities in San Diego County. Subjects — 260 retail outlets. Primary interventions — Direct retailer education, mass media, and grass roots work within the community. Main outcome measures — Cigarette sales to minors. Results — 260 stores were visited by minors, aged 12-17 years, with the intent of purchasing cigarettes. The minors were successful at 69.9% of the stores surveyed. The percentage of stores illegally selling cigarettes to minors was significantly reduced (to 32.2%) in the 143 stores which had received retailer education one month after the intervention ended. Control stores also showed a slight, nonsignificant, reduction (59.0%). Conclusion — An intensive retailer educational programme can have a significant effect in reducing the illegal sales rate of cigarettes to minors.

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