How do New Zealand youth perceive the smoke-free generation policy? A qualitative analysis

Abstract

IntroductionAotearoa New Zealand (NZ) plans to introduce a smoke-free generation (SFG) policy, alongside denicotinisation and reducing the availability of tobacco products. The SFG has a clear rationale, yet we know little about how young people, those the policy targets, perceive it. To inform policy design, communication and implementation, we explored how NZ youth perceived the SFG.MethodsWe undertook in-depth interviews with a sample of 20 youth aged 17 or 18 and explored their knowledge of the SFG, and how they perceived its individual and societal implications. We interpreted the data using a reflexive thematic analysis approach.ResultsWe identified two overarching themes. The first theme, ‘societal good and protection from harm’, reflected benefits participants associated with the SFG, which outweighed perceptions of lost freedoms. The second theme, ‘privileging personal choice’, corresponded to two small groups within the sample. The first preferred measures they considered less restrictive, such as increasing the purchase age, and some came to support the SFG as they rationalised their views. The second subgroup expressed more entrenched opposition and felt the SFG deprived them of a choice.ConclusionsYoung people’s deep reflection on the SFG led most to view it as liberating rather than restrictive. Communications that avoid prompting heuristic-based responses could encourage youth to reflect on the policy and elicit strong support from the group the SFG aims to benefit.

Perceptions of children and young people in England on the smokefree generation policy: a focus group study

“…These views were linked with a positive conception of the vision and aims of the smokefree generation and positive freedom from addiction, similar to findings from 17- and 18-year-olds in New Zealand on SFG. [35] The broad support for reducing youth smoking is reflective of findings in qualitative studies of male perceptions of Tobacco 21 in Singapore,[11] perceptions of vulnerable 13–19-year-olds of Tobacco 21 in Tasmania,[42] and perceptions of SFG in New Zealand. [35]…”

“…[35] The broad support for reducing youth smoking is reflective of findings in qualitative studies of male perceptions of Tobacco 21 in Singapore,[11] perceptions of vulnerable 13–19-year-olds of Tobacco 21 in Tasmania,[42] and perceptions of SFG in New Zealand. [35]…”

“…Participants completed a paper or online questionnaire reporting demographic details any smoking and e-cigarette history. Based on prior literature[35], the UK government’s SFG command paper[36] and the COM-B framework[37] we developed a topic guide (Supplementary file 2) covering (1) personal experiences of tobacco and e-cigarette use (2) the concept of SFG (3) the implementation of SFG. Participants were offered a £10 shopping voucher to compensate for their time.…”

“…These views were linked with a positive conception of the vision and aims of the smokefree generation and positive freedom from addiction, similar to findings from 17-and 18-year-olds in New Zealand on SFG. [35] The broad support for reducing youth smoking is reflective of findings in qualitative studies of male perceptions of Tobacco 21 in Singapore, [11] perceptions of vulnerable 13-19-year-olds of Tobacco 21 in Tasmania, [42] and perceptions of SFG in New Zealand. [35] Many participants who were in general support of SFG still felt that, as a standalone policy, it would be insufficient to completely eradicate smoking in young people and strongly advocated for licensing for a smaller number of tobacco retailers, greater enforcement, and stronger penalties for errant retailers.…”

“…Similar findings were reported by some participants in qualitative studies in the United States, Singapore, Tasmania, and New Zealand. [11,35,42,45] Some participants also raised the issue of generational smoking and proxy purchasing. However, it appeared that participants were mainly considering the early years of the policy, where a 20-year-old born in 2007 could buy products for 18-year-olds born in 2009.…”