BACKGROUND: Despite Armenia’s comprehensive tobacco advertising and promotion ban at points of sale (POS), compliance remains suboptimal. POS advertising remains a critical point of consumer influence, especially in low- and middle-income countries like Armenia, where enforcement resources are limited. This study investigates how the tobacco industry (TI) undermines these policies, particularly near educational facilities, employing innovative tactics.
METHODS: Structured observations were conducted in 2024 at 132 POSs. Locations included supermarkets, mini markets, kiosks, vape shops, and tobacco specialty stores across the capital city Yerevan and Kotayk region. POSs near educational facilities were purposefully sampled. Data were collected using an observation checklist addressing product availability, placement, advertisement, and promotions.
RESULTS: Among POSs, 84.1% sold conventional cigarettes, 50.0% e-cigarettes, and 47.0% heated tobacco products (HTPs). Power walls displaying these products were observed in 94.6% of POSs for cigarettes, 68.2% for e-cigarettes, and 93.5% for HTPs. Power walls were open even in the absence of costumers for cigarettes in 45.0% of POSs, for e-cigarettes in 28.8%, and for HTPs in 25.8%. Additionally, open displays were available for cigarettes 9.9%, for e-cigarettes 40.9%, and for HTPs 9.7%. Illuminated advertisements were present in 78.4% of POSs for cigarettes, 28.8% for e-cigarettes, and 71.0% for HTPs. Products were strategically placed within 30 cm of candy and snacks in 43.2% of POSs for cigarettes, 27.3% for e-cigarettes, and 30.6% for HTPs. Instances of promotions such as discounts, gifts, brand representatives, and loyalty programs were also observed despite legal restrictions. In 65.9% of POS the sign banning sales to underage were missing.
CONCLUSIONS: The TI employs covert tactics to bypass POS bans, targeting youth through strategic product placement, advertisement and promotion, especially for alternative tobacco products. Strengthening enforcement, increasing penalties for violations, and raising public awareness are essential to counter these tactics and protect public health.