In the last decade, tobacco control efforts in California have focused on policy interventions leading to changes in social norms. Changing social norms is considered more effective in reducing tobacco use than focusing on individuals. To work towards the goal of social norm change, a comprehensive approach to tobacco control was developed in Los Angeles County that includes community mobilization, media campaigns, legislative action, and support of local enforcement of existing laws. In 1997 the county initiated a biennial health survey to examine public opinion regarding environmental tobacco smoke (ETS) policies. This session will compare changes in public opinion between 1997 and 1999 to assess the impact of a comprehensive approach on changing attitudes regarding ETS. Results indicate that the largest changes in ETS attitudes occurred among smokers. A statistically significant increase from 71.6% to 91.0% was found in the percent of smokers who reported that it was important to have smoke-free restaurants. A non-significant increase from 47.6% to 58.6% was found in the percent of smokers who reported that it was important to have smoke-free bars/nightclubs. Smaller percentage changes were observed among non-smokers for smoke-free bars/nightclubs, and restaurants. The change in attitudes about the importance of reducing ETS, especially among smokers, supports the idea that programs can be effective in changing social norms. This appears to be true even among those thought to be more resistant to change - smokers. As attitudes change about reducing ETS, corresponding changes in social norms and reductions in actual exposure are likely. See www.lapublichealth.org
Learning Objectives: During this session, the presenters will: (1) provide a rationale for social norm change models; (2) discuss the impact of policy change as a method for modifying individual smoking behavior; and (3) apply the strategies learned from the Los Angeles experience to other communities.
Keywords: Tobacco Policy, Tobacco Control
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.