LAUSR

Abstract Objective: To ascertain the perceptions of women from deprived communities on national tobacco control measures in England. Methods: A qualitative study of 11 women, smokers and ex-smokers, from disadvantaged areas, who had used the National Health Service (NHS) Stop Smoking Service. Data were collected through a focus group and semi-structured interviews, and subjected to thematic analysis. Results: The ban on smoking in confined public places was perceived as an effective measure for tobacco control. Methods to restrict accessibility – including removing point-of-sale displays, raising the price, and preventing sales in certain places – were perceived as effective techniques to deter smoking initiation and prevent triggering temptation to smoke for someone motivated to quit, but not helpful to change attitudes or behaviors among current smokers. Women felt desensitized to health warnings used on tobacco products. Public health campaigns with gain-framed messages were more likely to engage smokers to want to quit. Of the loss-framed messages, participants felt that focusing on personal appearance and children was effective. Conclusions: Strategies that are tailored to attitudes and beliefs among women smokers should consider gain-framed messages and messages that focused on the effects to appearance and children to promote cessation and prevent relapse.