On the other hand, Calvin acknowledged there are reasons retailers might choose to display the ads. Some retailers carry smoking-cessation products, which the ads support; others pride themselves in their level of community involvement and might want to support customers’ attempts to quit. Still, others could be “reluctant to tell an agency that’s doing undercover enforcement in your stores that you’re not going to cooperate.”

At the time this story was written, the FDA could not share specific retailers that had signed up for Every Try Counts. “Feedback from our media vendors suggests local convenience stores in the campaign’s markets will be receptive to participating,” a spokesperson for the agency told CSP.