While we have made good progress in Contra Costa in reducing both adult and youth tobacco use, youth are still exposed to tobacco industry influences in their communities. In 2011, the tobacco industry spent $605 million advertising and promoting tobacco products in California, with 90% of its marketing budget spent in the retail store environment. Exposure to tobacco marketing in stores increases tobacco experimentation and use by youth and is more powerful than peer pressure. Research also shows that the number of stores selling tobacco in a community can lead to higher rates of youth smoking. In addition to advertising and marketing influences, some Contra Costa jurisdictions have illegal tobacco sales rates to youth that are as high as 26%.
In summer, 2013, in order to get a picture of what tobacco industry influences look like in Contra Costa, Health Services staff, the Tobacco Prevention Coalition, and community partners, participated in a county-wide store survey. This scientific survey was part of a statewide effort to collect data on tobacco, alcohol and unhealthy food in the retail environment. Over 300 stores selling tobacco in randomized zip codes in the County were surveyed, and these included convenience, supermarket, liquor, tobacco, small market, discount, drug and big box stores, except for stores that prohibit youth from entry or stores that require membership. Attachment I provides additional information on the survey and findings.
The tobacco-related findings from this survey were presented to Family and Human Services Committee on 4/14/14, as part of the annual update on implementation of the Secondhand Smoke Protections Ordinance. The Committee directed staff to develop policy options to address youth tobacco influences in the retail environment. Committee Staff recommended that the report be presented to the full Board for referral to the Family and Human Services Committee to provide additional direction if necessary.
If this Action is not approved, the public's health may not be protected to the extent possible.
Tobacco products are still being promoted to children through availability of youth-friendly flavored tobacco products and inexpensive small packs of these products; exposure to tobacco marketing in the retail environment; and the sale and marketing of tobacco products near schools and other youth sensitive areas. Policies options to address these issues will discourage youth from tobacco use and promote healthier communities.