In this paper, we share background on the ‘Big Tobacco, Tiny Targets’ campaign, three short case studies from countries where the campaign had a substantial policy impact, keys to campaign success and campaign challenges. The campaign which demonstrated that the world’s biggest tobacco companies are targeting the world’s youth with tobacco marketing and advertising can be adapted by others in their tobacco control policy campaigns.
The point-of-sale (POS), places where consumer goods are sold, is an important platform for marketing tobacco. Greater exposure to tobacco advertising and promotion at POS is associated with a greater likelihood of smoking among youth.1 2 In the USA, POS that adolescents visit regularly display more tobacco advertising than POS in the same community that are less popular with youth.3
In 2015, the Campaign for Tobacco-Free Kids (Tobacco-Free Kids), a US-based non-profit advocacy organisation focused on reducing tobacco use globally, collaborated wit