Retailer perceptions of California's statewide sales restriction on flavoured tobacco: lessons from qualitative interviews with tobacco retailers across four diverse jurisdictions.

Background: In December 2022, California became the second US state to put into effect a sales restriction on most flavoured tobacco products, including menthol cigarettes and flavoured e-cigarettes. This study explored tobacco retailers' experiences with the statewide sales restriction across four Northern California jurisdictions with large Black communities.

Methods: We conducted structured interviews with 25 store owners and managers at tobacco retailers from July to September 2023. These occurred in four Northern California jurisdictions, three without an existing local flavoured tobacco sales restriction (Elk Grove, Stockton, Modesto) and one with (San Jose). Interviews were digitally recorded, transcribed and analysed using a thematic content analysis approach.

Results: Most (n=23) individuals owned or managed a tobacco specialty shop. We identified three main themes about retailers' experiences: (1) challenges understanding how to comply with the sales restriction, due to a lack of concrete and consistent government information; (2) the restriction's impact on business and customers, including selling new products (eg, anime plushies and glassware) and concerns that customers would purchase flavoured products elsewhere (eg, online or in another state) and (3) willingness to comply-most retailers reported attempting to comply with the restrictions, despite a lack of enforcement.

Conclusions: Retailers reported that the sales restrictions had reduced overall flavoured tobacco product sales, which distressed businesses and customers. Retailers sought clearer guidance on products they could sell and requested assistance with transitioning away from selling flavoured tobacco.