ABSTRACT
This chapter describes the critical marketing approach adopted by the Colombian Civil Society organisation Veeduria Ciudadana para el Control del Tabaco to analyse and expose the nature and extent of Tobacco Industry point of sale marketing. The strategy began with a theoretical analysis of the role of point of sale (POS) promotion in marketing, and then proceeded to a detailed monitoring exercise of the actual POS activity taking place in Colombia. Latin America as a whole and Colombia in particular, has made good progress on implementing laws and policies to control tobacco marketing. Display of a product at the point of sale is an advertising and promotional strategy aimed at influencing the patterns of purchase and consumption. There is in fact a great quantity of scientific literature that stresses the value of the display at the point of sale as a factor of communication and promotion.
