BACKGROUND: Sri Lanka has made significant progress in controlling tobacco use through policy measures and community-level interventions. Grassroots-level government officials have played a vital role in advocating for cigarette retailers to cease sales, with many complying. However, in 2013, an incentivized program called "Abhisheka" (coronation) was introduced, targeting cigarette retailers. This program featured uniquely branded billboards displaying shop names without company or product logos. It was later revealed that the Ceylon Tobacco Company (CTC), a subsidiary of British American Tobacco, was behind this initiative. This study aimed to investigate the "Abhisheka" program to uncover its selection criteria and the rewards used to secure retailer loyalty.
METHODS: During this study, 540 "Abhisheka" retail shops were identified and documented nationwide. A cross-verification study was conducted to compare the operations of standard retail outlets and "Abhisheka" designated retailers in three locations within the Western Province. The study included both cigarette retailers ("Abhisheka" outlets) and non-selling shops located within a 100-meter radius of major junctions.
RESULTS: Data was collected from 161 shops in the cross-verification study. The findings revealed that daily cigarette sales at "Abhisheka" outlets were three times higher than those at regular outlets. Retail owners of "Abhisheka" shops received various incentives from the tobacco industry, including point-of-sale (POS) discounts, sponsored pilgrimages or foreign tours, clocks, water purifiers, cashier counters, product displays, cash counter machines, exclusive dinners, and other perks.
CONCLUSIONS: The "Abhisheka" rewards program was strategically designed to undermine the nationwide "Smoke-Free City" campaign led by stakeholders. Additionally, Tobacco Industry Advertising, Promotions, and Sponsorships (TAPS) were deeply embedded in the program. Effective policies and regulations are urgently needed to address these challenges, as the tobacco industry continues to exploit regulatory loopholes to promote its products.