Project 2: Maximizing Retailers' Responsiveness to FDA Regulatory Autho p209-264

20多年来，烟草业用于广告和促销的大部分支出都集中在 零售环境（联邦贸易委员会，2012 a、B）。在脆弱社区尤其如此， 烟草行业的目标。为了纠正这种差异，我们需要了解零售环境 自2009年颁布《家庭吸烟和烟草控制法》以来， 控制法案（法案）赋予食品和药物管理局（FDA）的监管权力。基于这个理由， 项目2的具体目标是：1）检查小的知识，态度，信念和行为 2）检查弱势社区的独立零售商是否符合FDA的要求; 传统方式（社交媒体网站、在线视频、短信、博客、智能手机应用程序、无线 通信、Facebook、Twitter、使用手机（iPhone、黑莓）和其他移动的渠道; 以及传统广播媒体与语音和书面通信以及互联网的融合） FDA可以用来与零售商和弱势社区的公众沟通， 非裔美国人（AA），西班牙裔/拉丁美洲人（H/L），韩国人（K）;和美国印第安人（Al）;和3）检查 影响关键社区知情人对FDA作为可靠来源的公众看法的因素 烟草产品信息在这些社区。使用社会生态模型（SEM）作为背景， 以社区为基础的参与性原则，并让社区非专业卫生保健工作者和 promotores de salud（健康促进者）在进行研究时，我们将重点放在零售业 环境和弱势少数群体主要社区领导人的意见， 本研究我们将从均衡委员会的上市公司中随机选择样本，其中包括 加州有38，000家零售商拥有烟草销售许可证，并根据人口普查区域， 大洛杉矶地区及其他地区的社区。我们的主要意见领袖样本将被抽取 从构成烟草控制联盟和组织一部分的社区利益相关者名单中 在加州帮助弱势群体。我们将进行16个焦点小组（N=192），零售商 调查（N=600）（200 H/L，200 AA，100 K，100 Al），存储观察（200）和GIS/环境扫描， 对目标作出反应，并确定脆弱社区的零售密度。我们将分析数据，定期编写 报告、科学出版物手稿，并与FDA、其他TCORS和利益相关者共享数据。 相关性（见说明）： 项目2解决FDA优先事项5（沟通）和7（政策）以及以下问题： 零售商和关键意见领袖对烟草产品和FDA烟草的知识、态度和信念 产品监管机构，以及遵守法规的障碍？1)什么是最有效的 与零售商就FDA监管机构进行沟通的信息和非传统方式？第三章 弱势群体对FDA作为烟草信息可靠来源的看法如何; 沟通方式？这些发现对于FDA最大限度地遵守法规至关重要。

For over 20 years most tobacco industry expenditures for advertising and promotions have been focused on the retail environment (FTC 2012 a, b,). This has been especially true in vulnerable communities heavily targeted by the tobacco industry. To correct this disparity, we need to understand the retail environment among vulnerable populafions; since the enactment in 2009 of the Family Smoking Prevenfion and Tobacco Control Act (The Act) giving the Food and Drug Administration's (FDA) regulatory authority. For this reason, the specific aims of Project 2 are: 1) to examine knowledge, attitudes, beliefs and behaviors of small independent retailers in vulnerable communities regarding compliance with FDA; 2) to examine opfimal non- tradifional ways (social media sites, online videos, text messaging, blogs, smartphone applicafions, wireless communicafion, Facebook, Twitter, use of cell phones (iPhones, Blackberry), and other mobile channels; and the confluence of traditional broadcast media, with voice and written communication and the Internet) that FDA can use to communicate with retailers and the public in vulnerable communities of predominantly African Americans (AA), Hispanic/Latinos (H/L), Koreans (K); and American Indians (Al); and 3) to examine factors that influence key community informant's public perception of the FDA as a credible source of tobacco product informafion in these communities. Using the Socio-ecological Model (SEM) as a backdrop, community based participatory principles, and engaging community lay health care workers and a cadre of promotores de salud (health promoters) in the conduct of the research, we will focus on the retail environment and on opinions from key community leaders in vulnerable minority communifies engaged in this study. We will randomly select our sample from listings of the Board of Equalization, which contains 38,000 retailers in California with a license to sell tobacco, and based on Census tracts in vulnerable neighborhoods in the Greater Los Angeles area and beyond. Our key opinion leaders sample will be drawn from listings of community stakeholders that form part of tobacco control coalitions and organizations working with these vulnerable populafions in California. We will conduct 16 focus groups (N=192), a retailer survey (N=600) (200 H/L, 200 AA, 100 K, 100 Al), store observafions (200), and GIS/Environmental scans to respond to aims and determine retail density in vulnerable communities. We will analyze data, write periodic reports, manuscripts for scientific publications and share data with FDA, other TCORSs, and stakeholders. RELEVANCE (See instmctions): Project 2 addresses FDA priorities 5 (Communicafions) and 7 (Policy) and the following quesfions: 1) What are the knowledge, attitudes and beliefs of retailers and key opinion leaders about tobacco products and FDA tobacco product regulatory authority, and barriers to compliance with regulations? 1) What are the most effective messages and non-tradifional modes of communicating with retailers regarding FDA's regulatory authority? 3) What are vulnerable community percepfions of the FDA as a credible source of tobacco information; and optimal modes of communicafing? Findings will be crifical for the FDA to maximize compliance with regulations.