Ads pressure Ontario to butt out in retail locations

The Ontario Tobacco-Free Network (OTN) wants the province to check in-store tobacco marketing by either banning or hiding tobacco products.

Figure. Part of the Ontario Tobacco-Free Network's campaign. Photo by: Ontario Tobacco-Free Network

The OTN network, which includes the Canadian Cancer Society (Ontario division), the Heart and Stroke Foundation of Ontario and the Ontario Lung Association, launched a print and radio campaign and Web site (www.theotn.org) in February.

“It's sad that we need such a campaign. Ontario made a promise but is not clearly committed,” says Cynthia Callard, executive director of Physicians for a Smoke-Free Canada.

In April, the Ontario legislature began debating Bill 164, which would ban countertop displays.

Tobacco advertising and sponsorship were banned in Canada in October 2003. That same year, the tobacco industry spent over $88 million on retail displays and incentives. Tobacco companies have increased their contribution to retailers for the promotion of tobacco products by 50% over the past 3 years; retailers now receive an average of $880 annually.

This increase is due to the fact that retail outlets are one of the last venues in which tobacco companies can promote their product, says Chirstina Donà, spokesperson for Imperial Tobacco Canada. She argues that these displays do not influence people to smoke, but rather influence which brand they choose.

Saskatchewan, Manitoba and Nunavut have adopted the so-called “shower curtain” law (CMAJ 2005;172[5]:624), which restrict tobacco displays in various ways at stores that are accessible to children. Similar measures have been considered in Australia, Ireland and the UK.