Smoking denormalization and tobacco endgames

Thursday, March 24th, 2022 | carra86p | No Comments

Janet Hoek, Richard Edwards, Andrew Waa*

Once a common practice, smoking prevalence has declined since its peak in the 1960s, after the serious health risks it poses became clear. Government policies and social marketing campaigns have progressively reduced smoking’s acceptability; however, slow reductions in prevalence have seen inequities persist and led some governments to adopt tobacco endgame strategies that rapidly reduce smoking prevalence by a specific date. Achieving endgame goals will bring profound health benefits but face opposition. Tobacco companies have simultaneously opposed core endgame measures, attempted to metamorphose into public health allies, and tried to shape social norms by framing smoking is a personal choice. In this blog, we expand on research exploring smoking’s trajectory and declining social acceptability, and consider challenges that tobacco endgame strategists will need to address.

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