Tobacco industry interference with the point-of-sale advertising, promotion, and sponsorship ban near educational facilities in Armenia

Following the introduction of comprehensive bans on tobacco advertising, promotion, and sponsorship (TAPS), little is known about how the tobacco industry (TI) adapts its marketing strategies in low- and middle-income countries at point of sale (POS). This study examined post-ban TI marketing practices in Armenia after the 2022 comprehensive TAPS and display ban, focusing on youth exposure. We conducted a qualitative study using structured observations at 132 POS near educational facilities in Yerevan (capital city) and the Kotayk region, in-depth interviews with store owners/workers (n = 8), and focus group discussions with youth aged 15-20 (n = 28). Thematic analysis was applied with triangulation across data sources. Despite the ban, tobacco products remained widely available and visible near educational facilities. Cigarettes, e-cigarettes, and heated tobacco products were prominently displayed using power walls, illuminated fixtures, and placement near youth-appealing items. Advertising persisted through covert, legally ambiguous tactics such as illuminated displays, integrated signage, colour schemes, flavours, and loyalty-based promotions, coupled with misleading messages, often not recognized as advertising by youth or retailers. Retailer incentive schemes, such as financial rewards, gifts, and staff engagement, were used to secure product prominence and drive sales. Youth access restrictions were weakly enforced, with poor visibility of age-of-sale signage, inconsistent ID checks, and reports of informal access routes. Comprehensive TAPS and POS display bans alone are insufficient to eliminate youth exposure to tobacco marketing. Stronger enforcement, regulation of indirect and retailer-focused marketing, and sustained monitoring of POS environments are essential to protect youth from ongoing TI influence.