Table 1 The five endgame approaches as presented to participants

Model 1: Nicotine Authority

Regulates the nicotine/tobacco market to achieve public health aims

Government-owned but independent from government

Operating costs could be covered from tobacco tax revenues

Broad range of possible roles and powers, e.g.:

   • Set tobacco tax and retail price levels

• Control all aspects of tobacco product marketing and design: including retailing,

plain packaging, ingredients and additives, nicotine content etc.

   • Require tobacco businesses to disclose all required information to it

   • Fund and commission tobacco control activities such as social marketing campaigns and quit smoking support

Introduce subsidies for safer nicotine products.

Model 2: Tobacco Supply Agency

Non-profit-making independent (but government-owned) agency that controls supply and access to tobacco/nicotine products

Has public health aims, not-for-profit

Operating costs could be covered by tobacco tax

Tobacco manufacturers can only sell products to the Agency

Agency specifies features such as product packaging, ingredients and additives, and nicotine content

Agency supplies products to licensed retailers, and sets requirements for their activities, including retail prices

Agency could also have a broad range of activities like those described for the Nicotine

Authority (see Model 1 above)

Fixed life - to end in 2020 or before, when targets met.

Action 1: Tobacco companies bid for reducing quotas

Tobacco companies bid for quotas to supply cigarettes and tobacco to New Zealand market

Quotas reduced progressively e.g. 5% absolute reduction every six months, reducing to zero in 10-15 years.

Action 2: Penalties for tobacco companies, to promote rapid smoking reductions

A new law mandates yearly targets for tobacco companies to reduce smoking prevalence and end smoking over a fixed period (e.g. to zero in 10-15 years)

Severe penalties imposed on tobacco companies ($ many millions) if the targets are not met.

Action 3: New laws make it easier to take tobacco companies to court - and win

New legislation or change to existing legislation (e.g. strengthening the New Zealand Fair Trading Act) to make it substantially easier for individuals, groups or the government to take tobacco companies to court for selling a harmful product

Companies could be prosecuted for things like failing to make cigarettes fire-safe, or for adding chemicals that make tobacco more addictive and cigarettes sweeter-tasting.