Results of newly published research show that there is strong support for New Zealand becoming a tobacco-free country, including among smokers. 

"People recognise that achieving a smokefree Aotearoa will bring many social benefits, in particular protecting children from addiction and second-hand smoke", says Professor Richard Edwards from the University of Otago's Department of Public Health.

The newly-published study used focus groups with 13 smokers and 11 non-smokers to test reactions to a tobacco-free vision, and whether the creation of a separate agency to regulate the sale and distribution of tobacco products would achieve this vision.

The research was conducted before the Government adopted the Smokefree 2025 goal, and most participants, including those who smoked, welcomed this radical and innovative idea. They believed an agency independent of Government would be able to reduce tobacco smoking and protect children from starting, while still respecting individual smokers' autonomy to smoke if they wished.

" However, people recognise that the tobacco industry is well-resourced, and has a vested interest in preventing initiatives being implemented to achieve the vision," says Professor Edwards.

He adds that the strength of feeling in support of the smokefree goal was summed up by a Māori smoker, who challenged political leaders to succeed: "Just don't fail. Just don't. You know, make it work, make it happen."

These findings are supported by a second study, published in June, which explored 44 smokers' and 3 recent quitters' reactions to the smokefree 2025 policy goal six months after it was announced, using interviews.
 
Despite recognising the personal inconvenience the goal could cause, it was described as "really appealing." Tobacco was also described as "something our country could do without".  Participants put forward many suggestions for ways that the Government could support people to quit and prevent initiation, and achieve the 2025 goal without criminalising tobacco use.
"Smokers recognise that tobacco is a dangerous and addictive product, and thought its widespread availability is illogical.  They suggested several retail restrictions that would reduce children's exposure to tobacco and prevent them from seeing it as a normal consumer product," says Professor Edwards.

Many endorsed the new law which has put tobacco products out of sight in shops, and felt there were other ways that smoking visibility should be further reduced.  Participants also suggested extending smokefree outdoor areas and thought plain packaging would reduce tobacco's allure while still protecting smokers' choices.

This study also showed that smokers also recommend continuing to increase the price of tobacco to reduce youth smoking and provide further incentive for those who want to quit.  The idea of a tobacco-free generation, where people born after a certain year are never permitted to buy tobacco, was also suggested by a few participants.  This policy is being considered by the Singaporean and Tasmanian State governments.

Participants also identified comprehensive support to help smokers quit as an essential component of the suite of policies needed to achieve the smokefree 2025 goal, with many participants calling for more community-based and peer-support services to help smokers quit.

"Most of the people in both studies reacted positively to the idea of a smokefree future. They especially want their children to remain smokefree, and so welcome the smokefree goal as they see it as compatible with their own aspirations", says Dr Ninya Maubach, one of the study's co-authors.

"We know from large national surveys that four out of five smokers say they would not smoke if they could live their lives again, and this explains why so many smokers have thought about ways to create an environment where children are protected from nicotine addiction".

The studies are online in two leading international journals: BMC Public Health and Tobacco Control .