Policymakers and the example of smoking to children: A qualitative study

We analysed public documents for relevant statements, and conducted semi-structured anonymous interviews with 62 purposively selected policymakers. We identified views of New Zealand policymakers regarding: the example to children of adult smoking behaviour, and the policy responses they preferred.In both public statements and anonymous interviews, policymakers demonstrated that they perceived a clear relationship between the example of smoking and children taking up smoking. However, they showed a general unwillingness to support further smokefree legislation in areas frequented by children. Rather, they preferred to educate adults about their impact as models for youth behaviour.Health advocates in New Zealand and elsewhere may require more evidence of the effect of relevant legislation and of public support, and wider alliances, to significantly move policies specifically to reduce the example of smoking.Children tend to adopt behaviour that they see as normal. The normality and extent of smoking that children are exposed to, such as seeing parents, siblings, and friends smoke, or seeing smoking portrayed in films, is associated with increased risk of smoking among children [1-4]. Other research has found that the frequency with which youth observe smoking is positively associated with their perceptions of the acceptability of smoking,[5] and that social modelling of smoking by peers at school increases the risk of smoking [6,7]. This evidence suggests that decreased examples to children of smoking will decrease the risk of children starting smoking. A frequent reason given by smokers for quitting is so as to not set a 'bad example' for children [8].The example of visible public or private smoking can be seen as part of the process of 'normalisation' of smoking within society. This can also occur through the wide availability and visibility of tobacco products, the presence of tobacco promotion (in most jurisdictions), and the portrayal of smoking in the media.Th