YEREVAN, Armenia — The American University of Armenia Gerald and Patricia Turpanjian College of Health Sciences is pleased to announce a new publication by Varduhi Hayrumyan (MPH ’16), M.S.; Zhanna Sargsyan (MPH ’18), M.S.; and Varduhi Petrosyan, M.S., Ph.D., in the European Journal of Public Health, a peer-reviewed, international, multidisciplinary public health journal with an impact factor of 5.2 and a Q1 ranking. It publishes high-quality, evidence-based research in social medicine and community health, epidemiology, health services research, health policy, ethics and law, health economics, social sciences, and environmental and occupational health.
The article, “Tobacco industry interference with the point-of-sale advertising, promotion, and sponsorship ban near educational facilities in Armenia,” aimed to investigate Tobacco Industry (TI) tactics in Armenia, particularly those targeting youth, that undermine the tobacco advertising, promotion, and sponsorship (TAPS) ban at the points of sale (POS).
The study found that despite Armenia’s comprehensive bans on TAPS and product displays at POS, tobacco and nicotine products remain highly visible and actively promoted near educational facilities. Through structured observations, interviews with store owners and workers, and focus group discussions with youth, the study documented widespread use of covert and legally ambiguous marketing strategies by the TI.
The study found that cigarette products were primarily displayed on power walls; however, many of these displays remained openly visible even when no customers were present. E-cigarettes were often displayed more openly outside the power walls, frequently in colorful and illuminated sections that youth described as especially attractive and visually appealing compared to regular cigarettes. In some locations, tobacco and nicotine products were placed near sweets, beverages, and toys, and at children’s eye level, increasing their visibility and appeal to young people.
The study also revealed widespread indirect advertising and promotional tactics, including illuminated displays, printed promotional materials integrated into product displays, branding on non-tobacco items, flavored products, loyalty-based promotions, gifts, and price discounts. Importantly, many youth and retailers did not recognize these subtle tactics as advertising, highlighting how tobacco marketing has become normalized within retail environments. Youth participants additionally reported that colorful packaging, flavors, and modern product designs contributed to perceptions that e-cigarettes and heated tobacco products are “less harmful” and more fashionable. Store owners also reported that tobacco companies actively incentivize retailers through gifts, rewards, sales targets, and app-based engagement systems designed to increase product visibility and sales.
The study further identified weak enforcement of youth access restrictions. In more than half of the observed POS, signs prohibiting sales to minors were absent or not clearly visible, and youth participants reported that age verification was often inconsistent, particularly in smaller neighborhood shops and kiosks.
The study concluded that comprehensive legislation alone is insufficient to protect youth from TI influence, emphasizing the need for stronger enforcement, routine monitoring of retail environments, regulation of indirect and retailer-focused marketing practices, and increased public awareness about subtle TI tactics targeting young people.
The AUA Gerald and Patricia Turpanjian College of Health Sciences works actively to improve population health and health services in Armenia and the region through interdisciplinary education and development of health professionals to be leaders in public health, nursing, health services research and evaluation, and health care delivery and management.