Office of Tobacco Control Monitoring Report shows refusal rates among retailers for tobacco sales to minors are still unacceptably low

New Office of Tobacco Control research shows 40% of shop retailers and 63% of licensed premises willing to sell cigarettes to minors

New research published today (Wednesday, 4 March 2009) by the Office of Tobacco Control (OTC) shows that children continue to have a high chance of purchasing cigarettes through shops and licensed premises.  The research found that two in five shop retailers and two in three licensed premises were willing to sell cigarettes to children under 18 years of age.  The National Tobacco Retail Audit – 2008 Monitoring Report was launched in the Royal College of Physicians by the Minister of State at the Department of Health and Children, Mary Wallace TD.

The OTC commissioned TNS mrbi to carry out the research during 2008 and to compare the findings with baseline results from 2007. The report on the tobacco retail environment examines the extent to which compliance levels with sales to minors legislation have changed over a 12 month period. Any changes in the levels of point-of-sale advertising were also measured in advance of the removal of such promotion from 1 July 2009.

Among the key findings in the report are:

- Nationally, 40% of shops were willing to sell cigarettes to underage youth with 60% refusing the sale. Compliance levels have improved somewhat since 2007, when 48% of shops were willing to sell to underage youth with 52% refusing the sale;
- 63% of minors were not prevented from buying cigarettes from a vending machine in licensed premises. This is almost identical to the 2007 finding of 64%;
- 79% of premises with token operated cigarette vending machines prevented children from buying cigarettes against 24% of premises with coin operated machines.
- 54% of shops asked the children for ID in 2008 compared to 47% 12 months earlier. The figure for licensed premises remained almost unchanged in 2008 with 31% requesting ID;
- 96% of minors who were asked for ID were refused the sale;

- With regard to tobacco advertising, and in broadly similar findings to 2007:
   - 89% of stores visited had some form of tobacco advertising on display;
   - 40% of all stores surveyed had confectionery displayed beside the tobacco display;

Launching the report, Minister Wallace stated:

“The findings of this report confirm the extensive presence of tobacco advertising and tobacco product display within the retail sector in Ireland. As the retail environment is an integral part of young people’s lives, they are exposed routinely to tobacco advertising messages. Invariably, such advertising is placed among a whole range of familiar products creating the impression that tobacco is much more socially acceptable and commonly used than is really the case.

“On 1 July this year, a number of important provisions of the Public Health (Tobacco) Acts 2002 and 2004, will be commenced. These provisions will result in the removal of display and advertising of tobacco products in shops. The aim of these measures is to further de-normalise tobacco and to protect children from the dangers of tobacco consumption.

“While I welcome the improvement in compliance levels among retailers, the OTC report being published today shows that we have still significant progress to make in reducing access to tobacco products through the retail environment. It is therefore imperative that retailers and their staff take responsibility and ask all young people for proof of age ID. Environmental Health Officers (EHOs) are actively enforcing this law and retailers who sell a tobacco product to a person under 18 are open to prosecution.”

Norma Cronin, Chairperson of the OTC, welcomed the forthcoming introduction of tobacco control legislation that will result in the removal of tobacco point-of-sale advertising. 

“The significance of the measures being introduced in July, in terms of protecting young people, should not be underestimated. Research clearly shows that children are aware of and are influenced by tobacco advertising in the retail setting. In Ireland for example, 80% of child smokers smoke just two brands, the brands which happen to be the two most heavily marketed through the use of in-store displays.”

Ms Cronin also pointing out that there is strong public support for this measure.

“The 2007 retail report found that 87% of the public support a ban on all forms of tobacco advertising, promotion and communication as a means of discouraging young people from smoking. A massive 78% of respondents support a complete ban on all tobacco advertising in stores to prevent young people from starting to smoke.”

Speaking on the report, Éamonn Rossi, OTC Chief Executive, noted the increase in compliance levels for retailers, year on year, but stated that sales-to-minors refusal rates are still at an unacceptable level and called for increased compliance with the law.

“Best practice shows that very high compliance rates are necessary to impact sales to minors, and ultimately, youth smoking levels. This is because high levels of compliance ensure minors encounter real difficulty in accessing tobacco products. While the increase in refusal rates among retailers is undoubtedly welcome, two in five continue to sell to under 18s. This rises to two in three among licensed premises.

“Active enforcement by EHOs will continue to play a hugely important role in building compliance levels. In this context, I welcome the HSE commitment to focus efforts on sales to minors with active test purchasing programmes across all HSE regions.”

According to Mr Rossi, a standout finding from the report, which mirrors the 2007 data, is that 96% of minors who were asked for ID were refused sale.

“This again highlights a strong and clear correlation between the willingness of retailers to ask for ID and their refusal to sell. I urge all those working in shops and pubs who sell tobacco to always ask young people for ID.”

Mr. Rossi said that the OTC had undertaken a number of initiatives, in consultation with retailers, aimed at raising compliance with the law. These included the provision of:
• Signage and information resources to retailers;
• A training DVD with information on the law for people who work in the retail trade.

To register complaints about retailers/licensed premises selling to under 18s, Lo-call 1890 333 100.