While they claim to only market to adult smokers, British American Tobacco, Imperial Brands, Japan Tobacco, and Philip Morris International are employing a consistent set of cigarette, e-cigarette, and heated cigarette promotional tactics to appeal to youth at points-of-sale in Europe and Eurasia. At traditional points-of-sale, promotional posters, tobacco displays at the eye-level of a child, flavored tobacco products, and tobacco products positioned next to candies and sweets were observed between 2018–2020 when CSOs in Armenia, Croatia, Germany, Kazakhstan, Kyrgyzstan, Montenegro, Serbia, Turkey, Ukraine, and Uzbekistan, conducted investigations at points-of-sale. In May 2020, a study into one of the newest points-of-sale – mobile delivery applications – revealed disturbing tobacco promotional tactics as well as evidence of youth access challenges. In this session, we will provide an overview of the trends observed and case studies from investigations at retailers’ points-of-sale in the Balkans, as well as a behind-the-scenes look at a success in Ukraine to limit tobacco product promotions on a multinational mobile delivery application Glovo.