Journal of Community Health

, Volume 42, Issue 6, pp 1179–1186 | Cite as

Point-of-Sale E-cigarette Advertising Among Tobacco Stores

  • Neng Wan
  • Mohammad Siahpush
  • Raees A. Shaikh
  • Molly McCarthy
  • Athena Ramos
  • Antonia Correa
Original Paper


The marketing expenditure and sale of e-cigarettes increased sharply in the United States in recent years. However, little is known about neighborhood characteristics of point-of-sale (POS) e-cigarette advertising among tobacco stores. The purpose of this study was to examine socio-demographic characteristics of POS e-cigarette advertising among tobacco stores in the Omaha metropolitan area of Nebraska, USA. Between April and June 2014, trained fieldworkers completed marketing audits of all stores that sell tobacco (n = 463) in the Omaha metropolitan area and collected comprehensive e-cigarette advertising data of these stores. Based on the auditing information, we categorized tobacco stores based on e-cigarette advertising status. Logistic regression was used to examine the association between neighborhood socio-demographic factors and e-cigarette advertising among tobacco stores. 251 (54.2%) of the 463 tobacco stores had e-cigarette advertisements. We found that neighborhoods of stores with POS e-cigarette advertising had higher per capita income (p < 0.05), higher percentage of non-hispanic whites (p < 0.005), and higher percentage of individuals with high school education (p < 0.005) than neighborhoods of stores without POS e-cigarette advertising. There were negative associations between e-cigarette advertising and number of adolescents or number of middle/high school students. After adjusting for covariates, only percentage of non-Hispanic Whites remained a significant factor for e-cigarette advertising. POS e-cigarette advertising among tobacco stores is related with neighborhood socioeconomic and demographic characteristics. Future studies are needed to understand how these characteristics are related with e-cigarette purchasing and e-cigarette prevalence among social groups.


Electronic cigarette Point-of-sale marketing GIS Race/ethnicity Socioeconomic status 



Sources of financial support: NIH (R01CA166156).

Compliance with Ethnical Standards

Conflict of interest

The authors identify no conflicts of interest in this work.


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Copyright information

© Springer Science+Business Media New York 2017

Authors and Affiliations

  • Neng Wan
    • 1
  • Mohammad Siahpush
    • 2
  • Raees A. Shaikh
    • 3
  • Molly McCarthy
    • 2
  • Athena Ramos
    • 2
  • Antonia Correa
    • 2
  1. 1.University of UtahSalt Lake CityUSA
  2. 2.University of Nebraska Medical CenterOmahaUSA
  3. 3.University of Oklahoma Health Science CenterOklahoma CityUSA

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