PRESQUE ISLE — Healthy Aroostook, a Healthy Maine Partnership and a program of Aroostook County Action Program, Inc. (ACAP) announced that Bradley’s Citgo and C-Store of Presque Isle has been recognized for their efforts to curb marketing of tobacco to youth. They have become a Star Store as a responsible retailer who takes seriously their role as a community member in reducing the visibility of tobacco advertising to kids.
“Reducing the volume of advertising that kids are exposed to can make a serious difference in preventing Maine’s youth from starting tobacco,” said Carol Bell, program director for Healthy Aroostook. “We’re extremely pleased that Bradley’s has become Star Store-certified, and encourage other retailers in the community to do the same.”
The objective of the Star Store program is to reduce the amount of minors’ exposure to tobacco promotional messaging in retail stores, such as special price and discount signage, free branded promotional items, and general tobacco company in-store posters, signs and other visible logos. The Star Store program works in combination with NO BUTS! (Blocking Underage Tobacco Sales), the Maine CDC program to stop the illegal sale of tobacco to minors.
One-third of underage experimentation with smoking is attributed to the tobacco industry’s marketing tactics. Studies also show that the more in-store tobacco advertising a retailer has, the more youth think that tobacco use is common and widespread.
Obtaining Star Store designation is quite an accomplishment. Healthy Aroostook staff visits local stores to conduct surveys. The first survey determines the amount of advertising in the store that is geared towards youth that promotes tobacco. This includes determining if signs have been placed at kid height, proximity of signs to candy, and if the signs contain cartoon characters or giveaways that would entice youth. This survey is then discussed with store management with suggestions given. A second survey is done to determine if the store has implemented the suggestions. Results of both surveys are sent to the state that then ranks the stores as Gold, Silver or Bronze. Bradley’s was ranked as a Silver Level Store as the store reduced tobacco advertisement geared towards youth by 25 percent.
“The sad truth is that the tobacco industry spends $59 million in Maine alone each year to promote its products. That means that youth are exposed to clever, aggressive marketing that requires our diligence,” said Bell. “The Star Store program is a great step that responsible retailers can take to help reduce Big Tobacco’s influence on kids.”
Each year 1,000 Maine children become new daily smokers. Studies show that youth decisions to start smoking are influenced by tobacco advertising in stores. By removing tobacco signage and reducing the visibility of smoking messages, retailers like Walmart are making a positive impact on the health of our youth.
When asked about the designation, Mike Cyr, owner of Bradley’s since July 30, 1996, stated that, “I take seriously my responsibility to keep tobacco out of the hands of Aroostook County youth. Being located close to the high school makes me even more aware of the amount of youth that have taken up smoking and I would like to do whatever I can to help reduce the number of kids that start. Being a responsible retailer of tobacco has been a goal of our business for the last 18 years, from training staff about state laws, having a tough tobacco sales policy and now removing signage geared towards youth, I plan to help reduce tobacco sales to youth in any way I can.”
For more information about the Star Store Program, or if your store would like to participate in the program, contact Healthy Aroostook staff at Aroostook County Action Program, 771 Main St., Presque Isle, call 554-4129, or visit Facebook at www.facebook.com/healthyaroostook.
