Mobilising positive reinforcement to reduce youth access to tobacco

Correspondence to : Anthony Biglan, Oregon Research Institute 1715 Franklin Blvd, Eugene, OR 97403-1983, USA Abstract Objective To evaluate a community in tervention to mobilise positive reinforce ment for not selling tobacco to young people. Intervention -The intervention had five components: (a) mobilisation of com munity support; (b) education of mer chants; (c) changing consequences to clerks for selling or not selling to those under 18 years; (d) publicity about clerks9 refusals to sell; and (e) feedback to store owners or managers about the extent of their sales to adolescents. Methods Two multiple baseline design experiments were conducted, each in volving two small communities in Oregon, USA. Stores9 willingness to sell was assessed repeatedly by teenage volun teers (aged 15, 16, or 17 years). The intervention was introduced in one mem ber of each pair of communities following three baseline assessments and in the second member, once clear effects were evident in the first community. Results -The intervention significantly reduced the proportion of stores willing to sell and increased the proportion of clerks asking for proof of age. Conclusion Mobilising social and ma terial reinforcement for stores not selling tobacco to young people is a viable means of reducing such sales. The approach may be especially valuable in communities where laws against sales to minors are inadequate or unenforced.