{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,17]],"date-time":"2026-02-17T11:13:44Z","timestamp":1771326824299,"version":"3.50.1"},"reference-count":21,"publisher":"BMJ","issue":"9","content-domain":{"domain":["bmj.com"],"crossmark-restriction":true},"short-container-title":["BMJ Open"],"accepted":{"date-parts":[[2015,8,4]]},"published-print":{"date-parts":[[2015,9]]},"abstract":"<jats:sec>\n                    <jats:title>Objectives<\/jats:title>\n                    <jats:p>To explore how e-cigarettes are being promoted at point of sale in the UK and how retailers perceive market trends.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Setting<\/jats:title>\n                    <jats:p>Fixed retail outlets subject to a ban on the display of tobacco products.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Participants<\/jats:title>\n                    <jats:p>Observational audit of all stores selling tobacco products (n=96) in 4 Scottish communities, conducted over 2 waves 12\u2005months apart (2013\u20132014), and qualitative interviews with small retailers (n=25) in 4 matched communities.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Primary and secondary outcome measures<\/jats:title>\n                    <jats:p>The audit measured e-cigarette display characteristics, advertising materials and proximity to other products, and differences by area-level disadvantage. Interviews explored retailers\u2019 perceptions of e-cigarette market opportunities and risks, and customer responses.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Results<\/jats:title>\n                    <jats:p>The number of e-cigarette point-of-sale display units and number of brands displayed increased between waves. E-cigarettes were displayed close to products of interest to children in 36% of stores. Stores in more affluent areas were less likely to have external e-cigarette advertising than those in deprived areas. Although e-cigarettes delivered high profit margins, retailers were confused by the diversity of brands and products, and uncertain of the sector's viability. Some customers were perceived to purchase e-cigarettes as cessation aids, and others, particularly low-income smokers, as a cheaper adjunct to conventional tobacco.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Conclusions<\/jats:title>\n                    <jats:p>E-cigarette point-of-sale displays and number of brands displayed increased over 12\u2005months, a potential cause for concern given their lack of regulation. Further scrutiny is needed of the content and effects of such advertising, and the potentially normalising effects of placing e-cigarettes next to products of interest to children.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1136\/bmjopen-2015-008547","type":"journal-article","created":{"date-parts":[[2015,9,11]],"date-time":"2015-09-11T21:23:41Z","timestamp":1442006621000},"page":"e008547","update-policy":"https:\/\/doi.org\/10.1136\/crossmarkpolicy","source":"Crossref","is-referenced-by-count":27,"title":["E-cigarette marketing in UK stores: an observational audit and retailers\u2019 views"],"prefix":"10.1136","volume":"5","author":[{"given":"D","family":"Eadie","sequence":"first","affiliation":[{"name":"Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"M","family":"Stead","sequence":"additional","affiliation":[{"name":"Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"A M","family":"MacKintosh","sequence":"additional","affiliation":[{"name":"Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"L","family":"MacDonald","sequence":"additional","affiliation":[{"name":"Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"R","family":"Purves","sequence":"additional","affiliation":[{"name":"Institute for Social Marketing, School of Health Sciences, University of Stirling, Stirling, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"J","family":"Pearce","sequence":"additional","affiliation":[{"name":"Centre for Research on Environment Society and Health, School of GeoSciences, University of Edinburgh, Edinburgh, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"C","family":"Tisch","sequence":"additional","affiliation":[{"name":"Centre for Research on Environment Society and Health, School of GeoSciences, University of Edinburgh, Edinburgh, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"W","family":"van der Sluijis","sequence":"additional","affiliation":[{"name":"Child and Adolescent Health Research Unit, University of St Andrews, St Andrews, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"A","family":"Amos","sequence":"additional","affiliation":[{"name":"Centre for Population Health Sciences, School of Molecular Genetic and Population Health Sciences, University of Edinburgh, Edinburgh, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"A","family":"MacGregor","sequence":"additional","affiliation":[{"name":"ScotCen Social Research, Edinburgh, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"S","family":"Haw","sequence":"additional","affiliation":[{"name":"School of Health Sciences, University of Stirling, Stirling, UK"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"239","published-online":{"date-parts":[[2015,9,11]]},"reference":[{"key":"2025120519483182000_5.9.e008547.1","doi-asserted-by":"publisher","DOI":"10.1136\/bmj.g6444"},{"key":"2025120519483182000_5.9.e008547.2","unstructured":"Bauld L , Angus K , de Andrade M . 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