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Nicotine & Tobacco Research Advance Access published online on October 29, 2009
Nicotine & Tobacco Research, doi:10.1093/ntr/ntp155
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© The Author 2009. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. All rights reserved. For permissions, please e-mail: journals.permissions@oxfordjournals.org

Public health or social impacts? A qualitative analysis of attitudes toward the smoke-free legislation in Scotland

Derek Heim, Alastair Ross, Douglas Eadie, Susan MacAskill, John B. Davies, Gerard Hastings and Sally Haw

Derek Heim, Ph.D., School of Psychology, University of Central Lancashire, Preston, UK
Alastair Ross, Ph.D., Department of Psychology, Centre for Applied Social Psychology, University of Strathclyde, Glasgow, UK
Douglas Eadie, B.A., Marketing Division, Centre for Tobacco Control Research, University of Stirling Business School, Stirling, UK
Sally Haw, B.Sc., HonMFPH, NHS Health Scotland, Edinburgh, and Public Health Sciences, Division of Community Health Sciences, University of Edinburgh, Edinburgh, UK
Susan MacAskill, M.A., Marketing Division, Centre for Tobacco Control Research, University of Stirling Business School, Stirling, UK
John B. Davies, Ph.D., Department of Psychology, Centre for Applied Social Psychology, University of Strathclyde, Glasgow, UK
Gerard Hastings, Ph.D., Marketing Division, Centre for Tobacco Control Research, University of Stirling Business School, Stirling, UK

Corresponding Author: Derek Heim, Ph.D., School of Psychology, Darwin Building, University of Central Lancashire, Preston, PR1 2HE, UK. Telephone: +01772-89-3432; Fax: +01772-89-2925; E-mail: sdheim{at}uclan.ac.uk


  Abstract

Introduction: Introduction of smoke-free legislation presents a unique opportunity to study how population-level interventions can challenge existing smoking norms. Our study examined support and opposition to the Scottish legislation and ascertained the relative importance of social and health factors in shaping attitudes among bar customers.

Methods: Repeat (pre-/post-legislation) recorded and transcribed semistructured interviews with customers (n = 67/62) of eight community bars in contrasting settings were conducted, and data were analyzed thematically.

Results: While the legislation was marketed primarily in terms of gains to public and individual health, supportive and opposing responses to the legislation tended to be framed around libertarian and practical factors. Attitudes tended to be stable across both waves of data collection.

Discussion: It is concluded that reasons for smoking were not challenged by promotion of the legislation. In addition to a focus on health gains, social marketing of smoke-free legislation and initiatives may therefore benefit from a stronger focus on social and contextual effects of such policies.

Received: March 27, 2009; Accepted: September 2, 2009
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