Marketing to the marginalised: tobacco industry targeting of the homeless and mentally ill.

OBJECTIVES To describe the tobacco industry's relationships with and influence on homeless and mentally ill smokers and organisations providing services to them. METHODS Analysis of internal tobacco industry documents and journal articles. RESULTS The tobacco industry has marketed cigarettes to the homeless and seriously mentally ill, part of its "downscale" market, and has developed relationships with homeless shelters and advocacy groups, gaining positive media coverage and political support. DISCUSSION Tobacco control advocates and public health organisations should consider how to target programmes to homeless and seriously mentally ill individuals. Education of service providers about tobacco industry efforts to cultivate this market may help in reducing smoking in these populations.