McCool Judith, Wong-Cornall Cecilia, Freeman Becky
School of Population Health, Faculty of Medical and Health Science, The University of Auckland, Auckland, New Zealand.
School of Public Health, Sydney Medical School, Charles Perkins Centre, The University of Sydney, Sydney, New South Wales, Australia.
Nicotine Tob Res. 2017 Oct 1;19(10):1192-1198. doi: 10.1093/ntr/ntw172.
In 2012, British American Tobacco New Zealand (BATNZ) launched a mass media campaign branded "Agree/ Disagree" as a response to the New Zealand government's plans to introduce plain packaging. We examined young adult's views about the campaign to assist tobacco control policymakers in planning future interventions.
Interviews with young adults living in the Auckland area were conducted. Interviews covered existing knowledge about plain packaging of tobacco, knowledge about the tobacco industry, and perceptions of specific advertisements included in the campaign. Interview data were analyzed to determine the dominant views about the campaign.
Perspectives from 12 interviews reflect the dominant discourse in New Zealand on the benefits of serving economic progress and international trade. Pervasive views about the campaigns reflected perceptions of the risk to the New Zealand image, trade, and economy. Similarly, participants expressed concern about the potential for plain packaging to creep toward other products, such as alcohol. Perceptions of the tobacco industry were mixed but reflect a tolerant view of the ethics of business if viewed to be beneficial to the economy.
Participants were broadly accepting of the campaign messages. We identified a tendency toward quasi-libertarian leanings when discussing economics and trade, commercial versus personal responsibility, and the value of freedom (commercial and social). These perspectives were often held simultaneously with conflicting socially responsive values and references to the hegemonic position of "big business."
This study affirms the importance of closely monitoring public opinion about tobacco control and of broadening denormalization strategies to reflect the critical role the tobacco industry plays in prolonging the tobacco epidemic.
To date there is little evidence on the perceptions young adults hold toward to the tobacco industry and their arguments regarding the introduction of plain packaged cigarettes. Our findings indicate that some young people are attuned to the social discourse regarding the importance of economics, individuality, choice, and freedom as expressed by the tobacco industry. Tobacco control initiatives could challenge core values such as fairness and justice as related to corporate behaviors to retain public support, particularly among young people.
2012年，英美烟草新西兰公司（BATNZ）发起了一场名为“同意/不同意”的大众媒体宣传活动，作为对新西兰政府引入普通包装计划的回应。我们研究了年轻人对该活动的看法，以协助烟草控制政策制定者规划未来的干预措施。
对居住在奥克兰地区的年轻人进行了访谈。访谈内容包括对烟草普通包装的现有了解、对烟草行业的了解以及对该活动中特定广告的看法。对访谈数据进行分析，以确定对该活动的主要观点。
12次访谈的观点反映了新西兰关于服务经济发展和国际贸易益处的主流话语。对该活动的普遍看法反映了对新西兰形象、贸易和经济风险的认知。同样，参与者对普通包装可能蔓延到其他产品（如酒精）表示担忧。对烟草行业的看法不一，但如果认为对经济有益，则反映出对商业道德的宽容态度。
参与者普遍接受该活动的信息。在讨论经济与贸易、商业责任与个人责任以及自由（商业和社会）的价值时，我们发现了一种准自由主义倾向。这些观点往往与相互冲突的社会回应价值观以及对“大企业”霸权地位的提及同时存在。
本研究肯定了密切监测公众对烟草控制的意见以及扩大去常态化策略以反映烟草行业在延长烟草流行中所起关键作用的重要性。
迄今为止，几乎没有证据表明年轻人对烟草行业的看法以及他们对引入普通包装香烟的论点。我们的研究结果表明，一些年轻人与烟草行业所表达的关于经济、个性、选择和自由重要性的社会话语相契合。烟草控制举措可能需要挑战与企业行为相关的公平和正义等核心价值观，以保持公众支持，特别是在年轻人中。
