BACKGROUND: In 2022, Mexico passed a comprehensive ban on tobacco advertising, promotion, and sponsorship, including product display at points of sale (POS). Marketing is limited to plain, text-only price lists without logos or branding. In response, tobacco companies have filed thousands of legal challenges. This study assessed compliance with the tobacco advertising ban at POS across seven Mexican cities.
METHODS: Data collection through observation occurred April 3–17, 2024. A probabilistic two-stage sampling design selected 84 basic geostatistical areas (AGEB) in seven diverse Mexican cities, stratified by socioeconomic level. Within AGEBs, 553 POS were sampled to represent various types (grocery stores, convenience stores, supermarkets, pharmacies, department stores, liquor stores, tobacco or vape shops). Survey weights were applied to adjust for the sampling design.
RESULTS: Cigarettes were displayed at 42% of POS, with the highest prevalence in La Paz (69%) and Monterey (66%), and the lowest in Guadalajara (26%). Price lists were most common in Mexico City (28%) and Guadalajara (15%), with 6% or less in the other cities; however, the vast majority were non-compliant: 91% included logos, typically accompanying product displays. Overall advertising was low (2.7%) but concentrated in Cancun (25%) and La Paz (25%), primarily in printed forms integrated into product displays (e.g., backdrops, shelf liners). Despite being prohibited, loose cigarettes were commonly available in Guadalajara (58%), Monterey (54%), and Tuxtla Gutiérrez (48%).
CONCLUSIONS: Non-compliance with Mexico’s tobacco advertising ban, particularly the display ban, was prevalent at POS, with variation across cities. The widespread presence of cigarette displays, illegal loose cigarette sales, and non-compliant branded price lists—likely functioning as advertising—indicate efforts by the tobacco industry and retailers to circumvent the law. Strengthening enforcement at national and subnational levels and addressing regional disparities in compliance are crucial to improving the effectiveness of the ban.