Evaluation of a community initiative to reduce point-of-sale tobacco advertising in Maine

In 2010, the Partnership For A Tobacco-Free Maine (PTM), a comprehensive tobacco prevention and control program, began implementing Star Store, a voluntary responsible retailer training and community change program, to reduce tobacco advertising and promotions and eliminate all youth focused tobacco ads. PTM collaborates with Maine's public health infrastructure, Healthy Maine Partnerships (HMPs) to implement Star Store in their communities. PTM provides training and tools to HMPs to assist stores in changing the retail environment and achieving Star Store recognition. Stores that are already NO BUTS! stores are recruited to participate. HMPs conduct a baseline survey and provide recommendations for improving the retail environment to the store. One to 2 weeks after the 1st survey, HMPs conduct a post-survey to evaluate the store's changes. If changes or criteria are met, Star Store status is awarded and promoted locally. As of 2012, 8 stores were recruited to participate in Star Store. Of these stores, 3 are near schools and 5 are near playgrounds; 4 have a NO BUTS! sign (a PTM program) and 7 have an Age of Sale or We Card signs (industry programs). None of the 8 stores had any exterior tobacco promotions or signs at baseline or follow-up. Two stores had tobacco promotions geared toward youth at baseline (3 ads). This decreased to 1 store (1 ad) at follow-up. Six stores had interior tobacco promotions or signs ( 52 ads) at baseline. This decreased to 4 stores at the baseline (27 ads, 48% decrease).