british american tobacco p.l.c. sustainability report 2009 - Youth smoking prevention in Germany


In early 2009, British American Tobacco Germany launched an extensive youth smoking prevention (YSP) campaign focused on preventing the underage accessing tobacco products in retail stores. The campaign’s goal was to raise awareness among retailers and wholesalers of YSP issues and our shared responsibility to address youth smoking.

To give the campaign high visibility, over 300,000 stickers were distributed for displaying in stores. With these stickers, the retailers also met the German legal requirement to display the minimum age for sales wherever tobacco products are sold.

Brochures were also distributed containing information on the law, including guidance on diplomatic ways to verify a customer’s age. In 2009, over 100,000 copies of this brochure were given to the company’s trade partners. All materials are distributed free of charge and can also be accessed on Opens in new window.

British American Tobacco Germany’s achievements in the area have been recognised and the campaign’s logo has been adopted by trade and industry associations.