Identifying how tobacco industry-targeted communities perceive California's tobacco endgame initiative

The Tobacco Endgame is a global initiative that seeks to implement tobacco prevention policies to collectively end the commercial tobacco epidemic and eliminate tobacco-related health disparities around the world. California seeks to be among the first regions to effectively implement such an initiative, with a statewide Tobacco Endgame goal of 2035. Given the tobacco industry's manipulation marketing tactics that perpetuated tobacco-related disparities among select communities, California's Tobacco Endgame prioritizes these communities (i.e., African American, Hispanic, Asian American/Pacific Islander, and LGBTQ+). To effectively support underserved communities as they prepare for Tobacco Endgame-related policies, research is needed to understand their perspectives and priorities. Through a qualitative approach, this study explored the present awareness and perspectives of California's priority communities regarding the Tobacco Endgame. Following virtual focus groups (n = 19), analyses revealed four shared themes that appeared in all four community groups (i.e., health implications, addiction, post-implementation challenges, children and youth) as well as at least two unique themes that emerged within each of the four priority communities. Findings highlight community-specific concerns, including the prioritization of flavored products, an emphasis on the environmental impact, and the need to protect communities from black market sales, that can inform targeted communication and education outreach. In addition, shared concerns for health, enforcement challenges, and children can inform communication and outreach approaches for a statewide awareness campaign that could resonate broadly.