Tobacco Case Study

Using Media Advocacy to Support Enforcement of Tobacco Retail Licensing Laws

Communities Against Substance Abuse uses media advocacy to communicate policy successes and support for cost effective enforcement tactics.

El Cajon's Tobacco Retailer Licensing Ordinance is a good example of how to use media advocacy to convey the effectiveness of prevention policies to decision-makers and to residents.  This example of media advocacy also demonstrates the powerful role that young people have in environmental prevention.

A baseline for tobacco sales to minors rate was established in 2004 (prior to the ordinance adoption). Youth volunteers documented sales to minors through youth purchase surveys conducted at each tobacco retailer. Members of Students Together Against Alcohol ‘N Drugs (STAAND) conducted the baseline purchase survey and have continued conducting annual compliance surveys.

Since the tobacco retail license ordinance passed, announcement of the annual youth purchase surveyresults provides an opportunity to use the media to demonstrate effectiveness of the ordinance in reducing sales to minors. Our 2009 media advocacy strategy included an opportunity to applaud the policy making leadership for adopting the ordinance and to promote the community partnership to ensure compliance.