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tobacco sales. 26 Introducing plain packs are likely to protect Māori by reducing the attractiveness of smoking. 27 Recommendation 3: That sales to minors (under age of 18-years) is strictly enforced. In general, young smokers purchase tobacco themselves. 15–17 year olds were significantly more likely to get their cigarettes or tobacco from their friends or family. Maori youth, 51 percent reported obtaining tobacco from family members, compared to 12 percent of non- Maori. Nearly 60% of youth current smokers aged 15 to 17 years reported buying cigarettes in the past month. 30 30 Two controlled purchase operations (CPO) were carried out in 2009, by the Northland DHB Public & Population Health Unit, 62 tobacco retailers that were located within 1 km of schools were visited. Over a quarter of retailers (27%) were found to be in breach of the Smokefree Environment Act 1990. The decision to prosecute these retailers is still being determined by the Ministry of Health. Recommendation 4: That all tobacco displays are removed from point of sale by 2010. Cigarette displays in retail outlets are a highly effective marketing tool. They create product awareness, reinforce brand imagery, provide subliminal enticement and encourage sales. We know that retail displays directly influence young people. Cigarette displays are a particular issue for children. Research shows displays ‘normalise’ cigarettes for children and trigger impulse purchases by what the tobacco industry calls ‘learner smokers’ – our children. 28, 29 Year ten students who are exposed to retail displays more than three times a week are three times more likely to become smokers 30 . Displays also have a negative impact on smokers who are trying to quit. In 2009 Northland DHB undertook educational visits to 49 tobacco retailers all located within 1 km of schools, 33 retailers (67%) were found to be in breach of the Smoke-free Environments Act 1990 display restrictions. A ban on tobacco displays would make it easier for retailers to comply with tobacco control laws. Banning tobacco displays has public support, in 2008, 67% of New Zealanders supported a ban on tobacco retail displays; 59% of all smokers supported this stance 31 . Over 80 percent of submissions made during public consultation supported a complete ban on tobacco retail displays 32 . 26 Beede PC, Lawson RW. Brand image attraction: the promotional impact of cigarette packaging. The New Zealand Family Physician 1991;Spring 1991:175-177. 27 Owen J. Wills New Zealand. [Letter from John Owen to D Bacon regarding copy of the tobacco control regulations]. 22 January 1993. British American Tobacco. Bates No. 502610649-502610651. http://legacy.library.ucsf.edu/tid/tqs48a99 28 DiFranza, JR, Wellman, RJ, et al (2006) Tobacco promotion and the initiation of tobacco use: Assessing the evidence for causality. Pediatrics 17; 1237-1248 29 Feighery, EC, Ribisl, KM et al (2001) Cigarette advertising and promotional strategies in retail outlets: Results of a statewide survey in California. Tobacco Control 10: 184-188 30 Paynter, J, Edwards R, Schluter, PJ, McDuff, I. Point of Sale Tobacco Displays and smoking among 14-15 year olds in New Zealand: a cross- sectional study. Tobacco Control 2009: 18(4): 268-274 31 UMR Research Ltd. Cigarette displays omnibus results: Cancer Society of New Zealand, 2008. 32 Ministry of Health, Review of Tobacco Displays in New Zealand: Consultation Document and Summary of Results of the Consultation Document. Wellington, MOH 2007 29/01/2010 Page 6 of 9
Countries that have imposed a ban on tobacco retail displays report there has been no substantive impact on retailers. Northland currently has 16 smokefree retailers, 7 no longer sell tobacco products and 9 have remove their tobacco from display. Recommendation 5: The prohibition of vending machines as per Framework Convention on Tobacco Control (FCTC) Article 16 Sales to and by minors Taxation Taxation is the most effective tool in reducing consumption and youth uptake. A substantial tax increase on tobacco has not been introduced in New Zealand since 2000. There is a clear inverse relationship between tobacco taxes and tobacco consumption. For every 10% increase in excise tax, there is up to 5% reduction in consumption 33 . What’s more, youth, minorities and low-income smokers, including Maori, have been seen to respond more than other groups of smokers to this type of tobacco control measure. Recommendation 6: Tobacco tax will be equalized for roll your own and factory made cigarettes in 2010 73% of Maori smokers use roll-your-own tobacco. 34 Why? Because loose tobacco is taxed lower than ‘tailor-made’/ manufactured cigarettes. This provides smokers with a cheaper tobacco product to buy. Youth aged 15- to 17-year-olds are more likely to smoke roll-your-own cigarettes than 18- to 19-year-olds. A key difference between these groups is that it is illegal to sell tobacco products to 15- to 17-year-olds. The most common reason given for smoking roll-your-own cigarettes among 15- to 17-year-olds was that they were cheaper than manufactured cigarettes. 35 Recommendation 7: That a dedicated tax, from the existing tobacco taxation revenue be established in 2010. New Zealand’s tobacco excise tax is not tied to funding for tobacco control or health-related activities. Māori specific Cessation services/programmes receive approximately $8M from the $40M budget. Māori smokers contribute over $250M of the $1B collected in tobacco tax each year. Funding for further Cessation services/programmes can be sourced by implementing a dedicated tax similar to three health-related dedicated taxes for alcohol, accident and gambling control. The dedicated tax is to be used to fund services/programmes ranging from health promotion programmes, enforcement, cessation/quit services, research and advocacy services. A substantive budget increase that truly reflects the disproportionate negative impact tobacco use has on Māori is required. Recommendation 8: Increase tobacco tax annually, from 2010, by 5% 33 Tobacco Atlas 34 The Quit Group and the Ministry of Health. 2009. Maori Smoking and Tobacco Use 2009. Wellington: Ministry of Health. 35 Ministry of Health. 2009. Tobacco Trends 2008: A brief update of tobacco use in New Zealand. Wellington: Ministry of Health 29/01/2010 Page 7 of 9
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