‘Stop the supply’: NZ needs to stop seeing smoking as an individual problem, expert says

Source: Radio New Zealand

At the end of 2025 New Zealand missed its smokefree target and a tobacco control advocate says getting back on track will require a policy shift away from focussing on individuals towards whole system change.

The target was to reach smoking rates of below 5 percent for all population groups. According to the latest NZ Health Survey, 6.8 percent of the total population were daily smokers, but rates for Māori remained stubbornly higher at 15 percent.

The government released a revised Smokefree Action Plan at the end of 2024.

Associate professor at the University of Otago and co-director of Aspire Aotearoa Anaru Waa (Ngāti Hine) told RNZ that reaching a Smokefree Aotearoa might require a rethink of the goal, moving away from thinking of it as a problem of too many people using nicotine towards a problem of tobacco industry exploitation.

“I think the big thing is to achieve the goal, we’ve got to stop focusing on individuals. I mean, we need to support people to quit … it’s vital, but actually the focus should be on the industry and where they sell their products. And so the only way to get to an end game is to stop the supply.”

However, the goal of a smokefree Aotearoa was still achievable, he said.

“When you can buy cigarettes or vapes at any corner store, at service stations and so forth, that’s the problem. So I think it’s entirely achievable, in fact we could achieve it within two years if we wanted to, if we had a government that was committed to it.

“In fact, I think we need to have a fairly close time frame, because I’m worried that the longer we take to achieve the goal, the more time we give the industry to adapt.”

Waa said any revamped smokefree plan would need to have tailored measures to support Māori, although he said tailored measures would not achieve the goal alone.

“In Aotearoa, it started in the 80s, our tobacco control programme largely focused on individuals and the assumption was that individuals need resources to do what we want them to do, either quit smoking or not start smoking. We know that those resources aren’t the same throughout society, so some people have more social support, are less exposed to retailers, we know that there’s more vape retailers in poorer communities … [if we] run with the assumption that if we focus on individuals, what we do is we get slow change and we get inequitable change.

“So the only way to make the change fair and equitable is to have big, wide-ranging measures that affect everybody in the same way. Therefore, getting rid of our smoked tobacco is a really good start, addressing other nicotine products to make sure they’re only there as therapies, if at all, and that’s the best way to do it.”

Associate Minister of Health Casey Costello said New Zealand had made great progress in reducing smoking rates – especially since 2018 when vapes became widely available. The gains had been particularly noticeable for young people and for Māori, she said.

“When the NZ Health Survey began in 2011/12, more than 37 percent of Māori were daily smokers. In the latest survey that figure was down to 15 percent. Since 2018, Māori smoking rates have halved and the latest stats show 118,000 Māori have quit smoking in the last five years.

“These reductions are really significant; no other country is making this sort of progress.

“But of course we still have a way to go – we want to stop people smoking to reduce the health impacts and there’s a particular focus on supporting Māori and Pacific populations where rates are higher. The official target we’re working towards is to reduce smoking rates below 5 percent for all population groups.”

Costello said the Smokefree Action Plan 2025 covered a range of actions across four key areas: reducing smoking uptake, increasing quit attempts, improving access to quit support, and supporting people to stay smokefree.

“To reach the 5 percent goal, health promotion campaigns, community mobilisation activities and stop smoking services need to be targeted and appropriate for the communities and population groups they are trying to reach.

“For example, Health New Zealand’s Breakfree to Smokefree social media campaign is targeted at Māori and Pacific smokers and government-funded Kaupapa Māori quit smoking programmes across the country support Māori to quit in a culturally appropriate way.”

But Waa called the plan a “rehash” of what had been done in previous decades.

“[The plan] was about, you know, focusing on young people to stop picking up smoking, some measures around disposable vapes which was important, and supporting people to quit smoking. But we know these measures, like I said, have a small incremental change over time, but they’re inequitable.

“So it was a rehash of what we already know, while important, wasn’t going to achieve the goal at all. And in fact, I’d also argue that they probably had less resource to do what they had previously. So it was a bit of a window dressing.”

Costello said because most who were still smoking were older, long-term smokers, it was important to provide access to less harmful products that could help people quit smoking and to encourage people to get help as stopping smoking was not easy.

“People are around four times more likely to quit smoking by using a stop smoking service, than by trying on their own.”

In the lead up to the election in November, Waa said he would be looking closely at each party’s policies around tobacco, although he noted the repeal of the Smokefree Act was not in National’s manifesto heading into the last election in 2023.

“Let’s be clear, the repeal of the Act means that a lot of people are going to continue to smoke. And we know that a lot of those people who continue to smoke are going to die or have, you know, really large harm. So there’s a huge harm on society, which this government has caused.”

Waa said he would also like to see efforts to curb tobacco industry influence and lobbying.

Labour’s health spokesperson Ayesha Verall has proposed a member’s bill “to protect New Zealanders’ health from the influence of big tobacco and shed light on their links to decision-makers”.

“We definitely need stronger measures because as we close the door on tobacco, it’s not as if the industry isn’t thinking about what they’ll do next. What they’ll do next is get more people addicted to vapes,” Waa said.

Waa said whatever the approach to reaching a Smokefree Aotearoa, it could not be a piecemeal one – it is a system and needed to be addressed as a whole system.

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– Published by EveningReport.nz and AsiaPacificReport.nz, see: MIL OSI in partnership with Radio New Zealand