Introduction:
Vietnam Tobacco Control Law have been effective since May 2013, prohibits all types of tobacco advertisement, promotion, and sponsorship (TAPS) and allowed to display only one cigarette pack/carton per brand at point of sale (POS). However, the TAPS ban violations at POS is currently prevalent. According to a survey in 2015 in 11 provinces in Vietnam, 100% of observed POS had tobacco advertising or promotion activities under various forms

Objectives:
The study aims to: (1) Get insights into how tobacco companies deliver promotional allowances, special offers, and requirements to retailers, and (2) Describe the types of advertisement that tobacco companies conduct at POS.

Methods:
This cross-sectional study uses a structural questionnaire conducted from April to June 2018. Eighty retail shops were selected in Hanoi, using convenient sampling. The interview was conducted with retail store owners or managers.

Results:
Tobacco companies maintain sustainable cooperation with retailers in tobacco advertising and promotion programs. Overall, 65% of retail stores joined the partnership through a selection process conducted by sales representatives, and only 8.8% of them are self-enrolled. The three most common requirements TI imposes on retailers are banner installment (86.3%), product placement on display racks (92.5%), and pack display arrangement (72.5%). In return, retailers receive incentives from the TI. Three major incentives are cash (33.8%), discounts (67.5%), and free cigarettes (40.0%). In addition, TI also offers free phone cards, exchanging cigarette packs for cash, or invitations to social events. 68.8% of the retailers said that cigarette sales volume increased after joining partnership programs.

Conclusion(s):
Tobacco advertising and promotion at POS are proven effective in increasing tobacco sales. To reduce tobacco consumption, the government needs to enforce the TAPS ban at POS strictly. Retailers who sell cigarettes should be licensed. Pack display at POS should eventually be banned.