Research paper
CC-BY-NC 4.0

Price promotions and marketing within points of sale around high schools in Greece during the 2012 economic crisis

Charis Girvalaki 1, 2,  
Lambros Lazuras 3  ,  
Anna Tzortzi 2,  
Clinic of Social and Family Medicine, University of Crete, Heraklion, Greece
George D. Behrakis Research Center, Hellenic Cancer Society, Athens, Greece
Sheffield Hallam University, Department of Psychology, Sociology & Politics, UK
South-East European Research Centre (SEERC), Thessaloniki, Greece
Tob. Prev. Cessation 2015;1(December):9
Publish date: 2015-12-29
Price promotions within points of sale (POS) are a significant risk factor for smoking initiation and pro-smoking beliefs among adolescents. The aim of the present study was to assess the quantity and types of tobacco advertisements and price promotions within POS located around schools (<300 m) in two major cities in Greece during the period of economic crisis (2011-2012).

POS that were within close proximity (<300m) to high schools in the cities of Heraklion and Thessaloniki, Greece was assessed with the use of Google Maps and on foot surveillance, while indoor and outdoor advertising characteristics were assessed within each POS. A total of 226 POS were identified around the 23 schools assessed in the two cities (n=13 in Heraklion and n=10 in Thessaloniki).

On average there were 10 POS around each school, with one in eight POS directly visible from school gates. Advertising was more common inside than outside and price promotions were also more frequent indoors. British American Tobacco and Philip Morris International were responsible for >60% of outdoor price promotions.

Price promotions were noted within the majority of POS close to schools. Aggressive promotional activities may hinder efforts to de-normalize tobacco use, especially during financial crisis when price promotions may pose as more attractive to potential consumers.

Lambros Lazuras   
Department of Psychology, Sociology & Politics Sheffield Hallam University, 42 Collegiate Crescent, S10 2BQ Sheffield, UK