Marketing smokeless tobacco in California communities: implications for health education

In the first phase of a 5-year research project aimed at curtailing smokeless tobacco use among youth, we examined the marketing of smokeless tobacco within California. Observational data were collected from almost 200 retail stores located near high schools and colleges in 14 California counties. Interviews were conducted with over 100 school personnel and youth leaders in 13 counties and with seven retailers from 4 counties. Overall, 81% of the stores in the sample carried smokeless tobacco, and even in urban areas most stores (71%) had these products for sale. Urban stores were more likely to have materials promoting them (e.g., posters, displays, coupon offers). Almost all (98%) stores that carried smokeless tobacco sold moist snuff. Most (78%) school personnel and youth leaders, especially in urban areas, were aware of advertisements for it, particularly on television and in magazines. Rogers' theory regarding the diffusion of innovations was the basis of the discussion of our results. The implications of marketing for the development of health education programs are examined.