Brain Trust Query: Will Ontario's new Tobacco Display Law Prevent Young People from Lighting Up?
"Big Tobacco" can always be counted on to stir up controversy. Now small retailers and the government of Ontario are battling over new tobacco sales regulations that have retailers wishing these new laws would go up in smoke.
As of May 31st, 2008, it is illegal in Ontario to display or merchandise tobacco products in plain sight to the customer. It is also illegal for sales staff to assist or suggest tobacco products to customers. Ontario's unofficial motto for these new regulations is: Out of Sight, Out of Mind.
To justify this law, Ontario has cited studies that suggest minors are less tempted to start smoking when not actually presented with the appearance of cigarette products. In non-government English: What kids don't know, won't kill them.
This new law has caused retailers merchandising headaches as most stores have had cigarettes prominently displayed behind the front cash in plain view to the customer. Retailers must now conceal tobacco products from plain view and staff must be made aware that they cannot assist or suggest products to any customers. As well, staff must vigorously enforce the legal smoking age law by requesting identification from anyone who appears under 25 years old.
Since pharmacies and most grocery stores that sell health related products have long since banned tobacco sales, cigarettes are mainly available from small convenience stores and gas stations. The new law increases costs to retailers because they have to refixture their entire tobacco section to conform to new regulations. Noted so far is the use of black metal flaps installed over the entire section to conceal the packs. These flaps are installed at a cost of approximately $1500 to $2000. Major brand gas stations with their huge profits can easily absorb this cost, but what about the small family-owned convenience store? An amount of $1500 to $2000 could represent a few weeks or even a month of sales to pay for something that is meant to eventually reduce sales.
Discussion Question: Will Ontario's new Tobacco Display Law prevent young people from lighting up? Are the costs that small store owners have to incur to install new fixtures justified? Are there other, more effective ways to stop minors from starting the habit?
[Author's commentary] Now, while I agree with the general concept of this, I am having trouble understanding how a big display that used to be there and is now covered with large metal black flaps and covered in "Must Be 19 to Smoke" stickers will prevent young people from knowing that cigarettes are available to them. I believe smoking should be regulated as it is truly detrimental to one's health. But I believe that retailers should not be the ones responsible for footing the bill for this regulation and the re-fixturing involved.
A local convenience store owner I spoke with said, "Imperial Tobacco paid for a portion of the new fixtures but not for all of it. It almost makes sense to stop selling cigarettes and put movies or something else on the shelf."
My opinion is that smoking should be heavily regulated but at the manufacturer level - by decreasing pack and cigarette size. Tobacco products should not be allowed to have fancy or colorful labels and should only be packaged in plain white boxes. If the government wants to decrease smoking, perhaps a campaign to make smoking as boring as possible would have the best results.