The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index; 3 of the 13 sources its claims cite were checked for support.
Moving hearts and minds: how the Big Tobacco, Tiny Targets campaign builds support for tobacco control policy
Open accessAbstract
we share background on the ‘Big Tobacco, Tiny Targets’ campaign, three short case studies from countries where the campaign had a substantial policy impact, keys to campaign success and campaign challenges. The campaign—which demonstrated that the world’s biggest tobacco companies are targeting the world’s youth with tobacco marketing and advertising—can be adapted by others in their tobacco control policy campaigns
Overview
AI snapshot
Written from the paper’s full text.
TL;DR
The Big Tobacco, Tiny Targets campaign used standardised point-of-sale monitoring near schools and playgrounds in 42 countries to document tobacco industry marketing to children and youth and advocate for stronger TAPS policies. The paper describes the campaign blueprint, three country case studies, and reported policy wins, while noting that direct attribution to the campaign cannot be determined.
Key findings
- Since 2015, data on cigarette advertising and promotional tactics at point-of-sale near primary and secondary schools and playgrounds were collected in 42 countries; 32 countries engaged in advocacy campaigns, and campaign activities contributed to positive tobacco control policy outcomes in at least 16 countries.
- Reported policy wins included seven countries adopting new national TAPS bans, six strengthening existing national TAPS bans, three adopting new subnational TAPS bans, and three strengthening enforcement of existing TAPS bans.
- Four tactics were observed at point-of-sale in most countries: display of cigarettes near snacks, sweets or sugary drinks; placement of cigarette advertisements near children’s eye-level; product display and advertisements for flavoured cigarettes; and sale of single cigarette sticks.
- Case examples: Burkina Faso collected data at 148 POS around 16 schools in Ouagadougou in 2016, followed by Decree No 2016-926 banning tobacco advertising within 400 m of schools and a 2020 amendment prohibiting sale, advertising, promotion and sponsorship within 400 m; Georgia collected data at 640 POS within 250 m of 104 schools in Tbilisi in 2016, followed by Law No 860-IIS banning advertising outside POS and product display from 2018 and indoor POS advertising from 2021; Pakistan collected data at 268 POS within 100 m of 133 schools across eight cities in 2017, followed by SRO 72(I)/2020 in 2020 approving a comprehensive TAPS ban including POS advertising and product display at fixed and mobile vendors.
Methods
- Descriptive campaign case study and blueprint, drawing on systematic point-of-sale observations conducted by volunteers in 42 countries since 2015, focused on POS within 100–250 m of primary and secondary schools and playgrounds.
- Data were collected using an observational checklist, typically programmed in a mobile application; from 2017, KoboToolbox was used, with maps created around schools or playgrounds and all POS within the radii observed.
- Analysis is narrative, synthesising campaign activities, three country case studies, and reported policy outcomes; no formal statistical evaluation is described.
Limitations
- Stated in the paper: the authors cannot apportion the extent to which the campaign activities directly contributed to the policy changes that followed; safety concerns led some areas to be avoided during data collection, potentially creating bias; COVID-19 meant some data were collected after March 2020 and likely underestimated point-of-sale tobacco advertising and promotion; technology was not always user-friendly; funding barriers existed for training space, transportation, mobile phone data and personnel; and tailoring methods and messages was resource intensive and may not always be replicable in low-capacity settings.
- Evident from the text: the three case studies were selected from countries where the campaign had a substantial policy impact, so the paper may overrepresent successful contexts; the design is descriptive and lacks a comparison group or formal statistical attribution to isolate campaign effects from other advocacy and political factors.
Model-written summary. Check it against the paper before relying on it.
Integrity signals
Registry
Cites
Statistics
Verification
Claims the paper makes
3 of 13 cited sources checked · 3 supported · 0 flagged
- Findingcitation
These strategies were associated with cigarette brands of international tobacco companies, including Philip Morris International, British American Tobacco, Japan Tobacco International and Imperial Brands.
“These strategies were associated with cigarette brands of international tobacco companies, including Philip Morris International, British American Tobacco, Japan Tobacco International and Imperial Brands.4”
Quote in the paperNot a substantial claim1 of 1 sources checked- cites [4] source
- Rests on an assumption: The observational checklist accurately captures tobacco advertising and promotional tactics at POS.
- Premisecitation
In the USA, POS that adolescents visit regularly display more tobacco advertising than POS in the same community that are less popular with youth.
“In the USA, POS that adolescents visit regularly display more tobacco advertising than POS in the same community that are less popular with youth.3”
Quote in the paperNot a substantial claim1 of 1 sources checked- cites [3] source
- Findingcitation
In 2017, Law No 860-IIS amended the Georgia Law on Advertising, making the TAPS restrictions more comprehensive.
“In 2017, Law No 860-IIS amended the Georgia Law on Advertising, making the TAPS restrictions more comprehensive.13”
Quote in the paperSubstantial claim0 of 1 sources checked- cites [13] Anon . n.d. On changes to the Georgian law on advertising 2017 (Geo) art 1(4).
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Findingcitation
Law No 860-IIS banned indoor advertising at POS, except for duty-free stores in airports, beginning in 2021.
“and banned indoor advertising at POS (except for duty-free stores in airports) beginning in 2021.”
Quote in the paperSubstantial claim0 of 1 sources checked- cites [13] Anon . n.d. On changes to the Georgian law on advertising 2017 (Geo) art 1(4).
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Findingnone given
Of the 42 countries where data on tobacco advertising and promotion were collected, 32 countries have engaged in advocacy campaigns.
“Of the 42 countries where data on tobacco advertising and promotion were collected, 32 countries have engaged in advocacy campaigns.”
Quote in the paperNot a substantial claim- Rests on an assumption: The observational checklist accurately captures tobacco advertising and promotional tactics at POS.
- Findingown data
Six countries strengthened their existing TAPS bans.
“six countries strengthened their existing TAPS bans”
Quote in the paperSubstantial claim - Findingnone given
Barriers included a lack of funding for costs such as a space to train data collectors, data collector transportation, data for mobile phones and personnel to manage campaign activities.
“barriers included a lack of funding for costs such as a space to train data collectors, data collector transportation, data for mobile phones and personnel to manage campaign activities.”
Quote in the paperNot a substantial claim - Findingown data
Three countries strengthened enforcement of their existing TAPS bans.
“three countries strengthened enforcement of their existing TAPS bans”
Quote in the paperNot a substantial claim - Findingcitation
In 2016, Decree No 2016-926 on the Protection of Schools was adopted and banned tobacco advertising within 400 m of schools.
“In 2016, Decree No 2016-926 on the Protection of Schools was adopted and banned tobacco advertising within 400 m of schools.10”
Quote in the paperSubstantial claim0 of 1 sources checked- cites [10] Anon . n.d. Decree no. 2016-926 concerning protection of the educational domain 2016 (Bfa) art 8, 9, 12.
- Findingown data
Three countries adopted new subnational TAPS bans.
“three countries adopted new subnational TAPS bans”
Quote in the paperNot a substantial claim - Findingcitation
Law No 860-IIS banned advertising outside of POS and product display beginning in 2018.
“Law No 860-IIS banned advertising outside of POS and product display (figure 1) beginning in 2018”
Quote in the paperSubstantial claim0 of 1 sources checked- cites [13] Anon . n.d. On changes to the Georgian law on advertising 2017 (Geo) art 1(4).
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Findingown data
Seven countries adopted new national TAPS bans.
“seven countries adopted new national TAPS bans”
Quote in the paperSubstantial claim - Interpretationnone given
The results of the Georgia monitoring were considered by Parliament when debating new TAPS restrictions.
“The results were considered by Parliament when debating new TAPS restrictions.”
Quote in the paperSubstantial claim - Interpretationreasoning
In Pakistan, details on how the tobacco industry attracts children and youth and encourages them to begin smoking resonated with policy-makers and government officials.
“In Pakistan, where the tobacco control narrative had previously been focused on the individual consequences of smoking, details on how the tobacco industry attracts children and youth and encourages them to begin smoking resonated with policy-makers and government officials.”
Quote in the paperSubstantial claim - Interpretationreasoning
Similar findings across multiple countries make it clear that the world's largest multinational tobacco companies are behind a pattern of targeting children and youth.
“Similar findings across multiple countries make it clear that the world’s largest multinational tobacco companies are behind a pattern of targeting children and youth, increasing the sense of urgency for policy-makers to take action to pass strong tobacco control policies.”
- Also stated in: § Moving hearts and minds: how the Big Tobacco, Tiny Targets campaign builds support for tobacco control policy · boosted
“The campaign—which demonstrated that the world’s biggest tobacco companies are targeting the world’s youth with tobacco marketing and advertising—can be adapted by others in their tobacco control policy campaigns.”
Quote in the paperNot a substantial claim- Rests on an assumption: The observational checklist accurately captures tobacco advertising and promotional tactics at POS.
- Also stated in: § Moving hearts and minds: how the Big Tobacco, Tiny Targets campaign builds support for tobacco control policy · boosted
- Premisecitation
The policy goal of strengthening TAPS regulations at POS is in line with Article 13 and Article 13 implementation guidelines of the WHO Framework Convention on Tobacco Control.
“This policy is in line with Article 13 and Article 13 implementation guidelines of the WHO Framework Convention on Tobacco Control which calls for a comprehensive ban on TAPS.”
Quote in the paperSubstantial claim0 of 2 sources checked- cites Article 13
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- cites Article 13 implementation guidelines
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- Interpretationreasoning
The campaign message contributed to increased support for strengthening TAPS policies.
“This contributed to increased support for strengthening TAPS policies.”
Quote in the paperNot a substantial claim - Interpretationreasoning
We cannot apportion the extent to which the Big Tobacco, Tiny Target campaign activities directly contributed to the policy changes that followed.
“Consequently, we cannot apportion the extent to which the Big Tobacco, Tiny Target campaign activities directly contributed to the policy changes that followed.”
Quote in the paperSubstantial claim - Premisecitation
Greater exposure to tobacco advertising and promotion at POS is associated with a greater likelihood of smoking among youth.
“Greater exposure to tobacco advertising and promotion at POS is associated with a greater likelihood of smoking among youth.1 2”
Quote in the paperSubstantial claim0 of 2 sources checked- cites [1] U.S. Department of Health and Human Services . Preventing Tobacco Use Among Youth and Young Adults: A Report of the Surgeon General. Atlanta, GA, 2012.
Couldn’t be matched to a paper in Crossref, so it can’t be checked.
- cites [2] source
- Study design and conductreasoning
Some data were collected after March 2020 and likely underestimated the extent of tobacco advertising and promotion at POS prior to and following COVID restrictions.
“COVID-19 presented challenges—some data were collected after March 2020 and likely underestimated the extent of tobacco advertising and promotion at POS prior to and following COVID restrictions.”
Quote in the paperNot a substantial claim
- It may state two separate claims as one. 11
- Probably not a substantial claim. 10
It may state two separate claims as one.
FindingcitationFour advertising and promotional tactics have been observed at POS in most countries: display of cigarettes near snacks, sweets or sugary drinks; placement of cigarette advertisements near the eye-level of children; product display and advertisements for flavoured cigarettes; and sale of single cigarette sticks.
“Four advertising and promotional tactics have been observed at POS in most countries: (1) display of cigarettes near snacks, sweets or sugary drinks, (2) placement of cigarette advertisements near the eye-level of children, (3) product display and advertisements for flavoured cigarettes and (4) sale of single cigarette sticks.4”
Quote in the paperSubstantial claim1 of 1 sources checked- cites [4] source
- Rests on an assumption: The observational checklist accurately captures tobacco advertising and promotional tactics at POS.
Probably not a substantial claim. The paper’s conclusions may not depend on it.
Findingnone givenTailoring the data collection methods and developing tailored campaign messages were resource intensive at times.
“Lastly, tailoring the data collection methods and developing tailored campaign messages were resource intensive at times”
Quote in the paperNot a substantial claimProbably not a substantial claim. The paper’s conclusions may not depend on it. It may state two separate claims as one.
Findingnone givenThe technology used for data collection was not always user-friendly and had to be modified.
“The technology used for data collection (ie, mobile phones, tablets, mobile applications) was not always user-friendly and had to be modified.”
Quote in the paperNot a substantial claimIt may state two separate claims as one.
FindingcitationDecree No 2020-0259 was adopted in 2020, amended Decree No 2016-926, and prohibited the sale of tobacco products, direct and indirect advertising and promotion of tobacco products, and tobacco industry sponsorship within 400 m of educational structures.
“Decree No 2020-0259 was adopted in 2020—it amended Decree No 2016-926 and prohibited the sale of tobacco products, direct and indirect advertising and promotion of tobacco products, and tobacco industry sponsorship within 400 m of educational structures.11”
Quote in the paperSubstantial claim0 of 1 sources checked- cites [11] Anon . n.d. Decree no. 2020-0259 amending decree no. 2016-926 on the protection of schools 2019 (Bfa) art 8, 9, 12.
It may state two separate claims as one.
FindingcitationIn 2020, Pakistan approved a comprehensive TAPS ban, SRO 72(I)/2020, that includes prohibition of POS advertising and product display at fixed and mobile vendors.
“In 2020, Pakistan approved a comprehensive TAPS ban, SRO 72(I)/2020, that includes prohibition of POS advertising and product display at fixed and mobile vendors.17”
Quote in the paperSubstantial claim0 of 1 sources checked- cites [17] Anon . n.d. SRO 72(I)/2020 2020 (Pak) s (E), (G), (H), (I). source
Probably not a substantial claim. The paper’s conclusions may not depend on it. It may state two separate claims as one.
Study design and conductnone givenWhile largely standardised, the observational form sometimes included country-specific questions and a balance had to be reached regarding what data could be collected versus the burden placed on data collectors.
“While largely standardised, the observational form sometimes included country-specific questions and a balance had to be reached regarding what data could be collected versus the burden placed on data collectors.”
Quote in the paperNot a substantial claimProbably not a substantial claim. The paper’s conclusions may not depend on it. It may state two separate claims as one.
Study design and conductnone givenSafety was an issue in some places and therefore, some areas were avoided during data collection, potentially creating a bias in the data.
“Safety was an issue in some places and therefore, some areas were avoided during data collection, potentially creating a bias in the data.”
Quote in the paperNot a substantial claimProbably not a substantial claim. The paper may give no reason why it holds.
InterpretationreasoningThe campaign message that stresses protection of children and youth as a universal priority resonates with policy-makers and the public.
“The campaign message that stresses protection of children and youth as a universal priority resonates with policy-makers and the public.”
Quote in the paperNot a substantial claimIt may state two separate claims as one.
InterpretationreasoningCampaign activities have received extensive media coverage and contributed to positive tobacco control policy outcomes in at least 16 countries.
“Campaign activities have received extensive media coverage and contributed to positive tobacco control policy outcomes in at least 16 countries.”
Quote in the paperNot a substantial claim- Rests on an assumption: The observational checklist accurately captures tobacco advertising and promotional tactics at POS.
Probably not a substantial claim. It may be too vague to check against evidence. The paper may give no reason why it holds. It may state two separate claims as one.
Interpretationnone givenSuccessful policy advocacy campaigns deploy several advocacy strategies and factors related to the political climate affect the potential for achieving desired outcomes.
“Successful policy advocacy campaigns deploy several advocacy strategies and factors related to the political climate affect the potential for achieving desired outcomes.”
Quote in the paperNot a substantial claimProbably not a substantial claim. The paper’s conclusions may not depend on it. It may state two separate claims as one.
Study design and conductreasoningThe observation form was made available through a free, user-friendly mobile data collection application, KoboToolbox, beginning in 2017 and ensured that the same data points were being systematically collected across countries.
“The observation form was made available through a free, user-friendly mobile data collection application, KoboToolbox, beginning in 2017 and made it easy for volunteers to conduct monitoring and ensured that the same data points were being systematically collected across countries.”
Quote in the paperNot a substantial claimProbably not a substantial claim. The paper’s conclusions may not depend on it.
InterpretationreasoningCampaign activities may not always be replicable in low-capacity settings.
“and activities may not always be replicable in low-capacity settings.”
Quote in the paperNot a substantial claimProbably not a substantial claim. The paper may give no reason why it holds.
Interpretationnone givenThe Big Tobacco, Tiny Targets campaign is successful at making an emotional and intellectual appeal to protect children from tobacco industry marketing and adopt more comprehensive TAPS policies.
“The Big Tobacco, Tiny Targets campaign is successful at making an emotional and intellectual appeal to protect children from tobacco industry marketing and adopt more comprehensive TAPS policies.”
Quote in the paperNot a substantial claimProbably not a substantial claim. The paper may give no reason why it holds. It may state two separate claims as one.
Interpretationnone givenThe campaign mission, relative ease of data collection and the cost-effectiveness of conducting the campaign mobilised and united a diverse group of advocates.
“The campaign mission, relative ease of data collection and the cost-effectiveness of conducting the campaign mobilised and united a diverse group of advocates.”
Quote in the paperNot a substantial claimIt may state two separate claims as one.
InterpretationreasoningThe Big Tobacco, Tiny Targets campaign has been effective in raising awareness of tobacco industry targeting of children and youth at POS and contributed to policy change.
“The Big Tobacco, Tiny Targets campaign has been effective in raising awareness of tobacco industry targeting of children and youth at POS and contributed to policy change.”
Quote in the paperSubstantial claim- Rests on an assumption: The observational checklist accurately captures tobacco advertising and promotional tactics at POS.
The paper relies on this without support.
The observational checklist accurately captures tobacco advertising and promotional tactics at POS.
“An observational checklist, typically programmed in a mobile application, was used to capture information on cigarette advertising and promotions.”
Self-check
Percentages, sums and reported differences re-computed from the paper’s own numbers.
Each contradiction between two passages listed here was confirmed by an independent check.
Conflicting year for Burkina Faso's amending decree
MinorThe case study says Decree No 2020-0259 was adopted in 2020, but its cited reference dates the same decree to 2019.
“Decree No 2020-0259 was adopted in 2020—it amended Decree No 2016-926”
“Decree no. 2020-0259 amending decree no. 2016-926 on the protection of schools 2019 (Bfa) art 8, 9, 12”
Citations
Cites
Preventing Tobacco Use among Youth and young Adults: A Report of the Surgeon General
(2012) · PsycEXTRA Dataset · doi:10.1037/e603152012-001 · Cited by 1,458
Point-of-sale tobacco promotion and youth smoking: a meta-analysis
Robertson, L., Cameron, C., McGee, R., Marsh, L., & Hoek, J. (2016) · Tobacco Control · doi:10.1136/tobaccocontrol-2015-052586 · Cited by 138
Henriksen, L., Feighery, E. C., Schleicher, N. C., Haladjian, H. H., & Fortmann, S. P. (2004) · Tobacco Control · doi:10.1136/tc.2003.006577 · Cited by 115
Spinning a global web: tactics used by Big Tobacco to attract children at tobacco points-of-sale
Brown, J. L., Rosen, D., Carmona, M. G., Parra, N., Hurley, M., & Cohen, J. E. (2023) · Tobacco Control · doi:10.1136/tobaccocontrol-2021-057095 · Cited by 40
Self-citationDigital Object Identifier (DOI)
. (2020) · The Management Accountant Journal · doi:10.33516/maj.v55i6.72-72p · Cited by 1
Flagged first, then by citations
Cited by
Still being checked.
Metadata
- Authors
- Brown, J. L., Parra, N., Cohen, J. E., Carmona, M. G., Hurley, M., & Rosen, D.
- Affiliations
- Johns Hopkins University (US)
- Corresponding author
- Brown, Jennifer L
- Venue
- Tobacco Control
- Publisher
- BMJ
- Published
- 2023-06-15
- Volume
- 33
- Issue
- 6
- Pages
- 829-832
- ISSN
- 0964-4563 (ISSN-L)
- 1468-3318
- PMC
- PMC11503194
- OpenAlex
- W4380872762
- Semantic Scholar
- edaa2bc0e530b4d86ec6a606f0a624acd25e627f
- Cited by
- 3
- References
- 5
- Citations by year
- 2025: 3
- FWCI
- 0.53
- Type
- journal article
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- Locations
- Tobacco Control (publishedVersion, cc-by-nc)
- PubMed Central (publishedVersion, cc-by-nc)
- PubMed (publishedVersion)
- Funders
- Bloomberg Philanthropies
- Topics
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Smoking Behavior and Cessation
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Global Public Health Policies and Epidemiology
- Health Sciences › Medicine › Public Health, Environmental and Occupational Health › Public Health Policies and Education
- Keywords
- tobacco control, tobacco industry, advocacy campaigns, health communication
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