Advertising at the Point of Sale
Tobacco advertising at the Point of Sale is now limited to the equivalent of one A5 size ad (21cm x 15cm) of which 30% of the surface area must include a health warning. Here are some examples of how the gantries displaying tobacco products looked before and after the regulations came into force.
1. Advertising before the ban
This is a typical example of how tobacco advertising was commonly promoted at the Point of Sale before the regulations were implemented. Note the back-lit gantry (display unit) to maximise the visibility of the advertising. In addition to the large advertisement at the top of the gantry, the edges of the shelves also carried cigarette brand advertising.
2. Compliant, after the ban
This unit has no tobacco branding. The upper part of the shelving is blank, although it is common for the word ‘Tobacco’ to appear on many gantries (see Image 4).
3. Compliant, after the ban
This unit carries a single ad, as permitted by the regulations. The overall surface area of the ad is equivalent to A5 and the accompanying health warning accounts for 30% of the total area.
4. Compliant, after the ban
Note the single word ‘Tobacco’ in the top portion of the shelving has replaced the previous tobacco brand advertising.
5. Non-compliant, after the ban
This photograph was taken in early January 2005. The shelving still carries advertising which is not compliant with the law. The retailer has been reported to the local Trading Standards Officer.
