BACKGROUND: Australia’s relatively low smoking prevalence (11.1%) makes once unthinkable goals potentially achievable, including phasing out the retail sale of tobacco products. To advance such an innovative policy, research is required to identify the most effective communication approaches for ensuring policy support and to prepare for industry counterarguments. This study explored perceptions about regulation of retail sales of tobacco in Australia, including responses to possible arguments for a phase-out.
METHODS: Eight online discussion groups were conducted in December 2024 with n=46 Australian adults. Groups were segmented by age (26-44, 45-69) and smoking status (smoker, non-smoker). Discussions explored participants’ perspectives on how tobacco products are sold in Australia and perceptions about phasing out retail sales. Participants then assessed nine arguments for a phase-out.
RESULTS: Participants generally accepted the need for some restrictions on tobacco sales, especially age-related restrictions. Attitudes to phasing out retail sales varied widely, with support greatest amongst those who smoked who believed it would help them to quit. Those less supportive, especially non-smokers, expressed concerns about individual freedoms, the illicit tobacco market, and supporting long-term smokers. In addition to helping smokers to quit, perceived key benefits of a phase-out were to children and future generations by reducing smoking uptake and smoking-related harms, and reducing the burden on the health system. The most persuasive arguments highlighted the harmful effects of smoking, focused on protecting children, or highlighted environmental impacts of tobacco products. Arguments focused on industry conduct (e.g., highlighting profits and product manipulations) were less persuasive.
CONCLUSIONS: While there is some support for phasing out tobacco retail sales, communications about any phase-out will need to address concerns about personal freedoms, the illegal tobacco market, and support for long-term smokers. Testimonials from people who smoke that explain how a phase-out will help them to quit may help to mitigate concerns, especially among non-smokers.