News Details (Posted: February 24, 2006):

Norco stiffens tobacco rules

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To curb underage sales, retailers must get license from Riverside County NORCO - It will be increasingly difficult to sell tobacco products to minors now that the City Council unanimously adopted an ordinance that requires all tobacco retailers to obtain a license from Riverside County. Norco is the second city in the county, after Corona, to adopt the tobacco licensing ordinance at the request of the county's Department of Public Health. "It's great that we have the opportunity to tighten up the law on this a little bit today," said Councilman Frank Hall. Provided the City Council approves the ordinance on its second reading on Wednesday, Robert Peterson, director of the county tobacco retail licensing program, said his department will send letters and license applications to city tobacco retailers. A 2002 California Department of Health Services survey indicated that minors accounted for 44 percent of tobacco sales in Riverside County -- one of the highest totals in the state. That's why the Department of Public Health started working on a county-wide licensing program in 2003, said Peterson. On Sept. 13, the county Board of Supervisors adopted an ordinance requiring all tobacco retailers in unincorporated parts of the county to obtain the license. The supervisors also asked that each city adopt a similar ordinance. Peterson said he hopes that all 24 cities in the county will adopt the ordinance by the end of the year. "I think there is a very good chance it will happen. It's an issue that all cities are interested in," Peterson said, adding, "We want a uniform licensing ordinance." The new ordinance, if passed in every city, will allow the county to track tobacco sales for the first time, said Florence Neglia, director of health education services for the county. "Having this ordinance makes retailers responsible for making themselves known," Neglia said. " We can see who is selling, where they're selling and who they're selling to." Ten county employees will be responsible for the ordinance, which includes educating the estimated 2,000-3,000 retailers in Riverside County about the new law, conducting inspections and enforcing the law. The program will receive funding through licensing fees, which cost retailers $350 per year and must be renewed annually, Peterson said. Potential fines for violating any tobacco law, including sales to minors, can result in fines ranging from $1,000 to $5,000 depending on the terms of the agreement and number of offenses. Retailers have much more to lose if, after four violations, their tobacco license is permanently revoked. The average tobacco retailer can make $5,000 to $10,000 from tobacco sales monthly, Neglia said Peterson said some very successful retailers can even make $25,000 a month from tobacco sales, which account for 40 percent of total sales for most convenience stores. Most retailers have been cooperative and understand the problem the county is trying to combat, Peterson said. "To be caught and then to have your license revoked and not have that revenue can be devastating," Neglia said. "It's really worth it, that $350 per year and not selling to youth, to keep their revenue stream." Fifty other California counties and cities have a tobacco licensing program. Tobacco licensing has been picking up momentum in the past couple of years, Peterson said. This might be due to the success seen in areas where it is required. In Northern California's Contra Costa County, minors accounted for 37 percent of total sales but now that the county requires a license, the rate is under 10 percent. The deadline for Riverside County retailers in unincorporated areas to apply for a license was Friday, and Peterson said they received between 200 and 300 applications. Amy Frye can be reached by e-mail at amy.frye@dailybulletin.com or by phone at (909) 483-9347