Wednesday, 5 September 2007 - 2:40 PM
149

Public and media responses to the first tobacco litigation trial in New Zealand

Judith P. McCool, PhD, Social and Community Health, University of Auckland, 261 Morrin Road, Glenn Innes, Auckland, New Zealand, Becky Freeman, MSc, School of Public Health, University of Sydney, Room 129A - A27, Sydney, NSW, 2050, Australia, George W. Thomson, MPP, PhD, Public health, University of Otago, Mein Street,, Newtown, Wellington, New Zealand, and Sneha Paul, Masters, in, Com, Communications Dept., Action on Smoking and Health New Zealand, Level 2, No 27 Gillies Avenue, Newmarket, Auckland, New Zealand.

Background: Janice Pou was diagnosed with lung cancer in 2001 and died in 2002. Legal proceedings against British American Tobacco New Zealand (BAT) were continued by her estate. Until 2002, there had been no litigation by smokers in New Zealand to recover costs from tobacco companies. The aim of the study was to conduct a national survey on New Zealanders' awareness of and attitudes towards issues arising from the Pou verses BAT trial.

Method: A telephone survey was conducted to assess the New Zealand public opinions regarding the Pou versus BAT trial (N = 750).

Results: Despite a moderate level of awareness about the trial and verdict, only a minority supported the plaintiff (Janice Pou) in her claim for damages, the majority of support was overwhelmingly in favour of the tobacco companies (68%). Among the reasons cited for the support included: that the information about the effects of smoking were widely known at the time Pou became addicted, that she didn't try hard enough to quit and that the tobacco companies reasonably informed the public about the effects of smoking their products. Media representations of the trial were also assessed. Results showed the majority of coverage about the trial and verdict was slanted in favour of Janice Pou or neutral.

Conclusions: Contrary to expectation, the New Zealanders' surveyed were reluctant to support litigation as a means of addressing the costs to the country caused by smoking-related illness.

Implications: Tobacco industry denormalisation strategies could help to shift public support in favour of litigation and corporate accountability.


See more of Tobacco Industry Denormalisation
See more of The 2007 Oceania Tobacco Control Conference (4-7 September)