1.
Vladan Rovcanin
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Inculcation of sense of responsibility for
smoke-free lifestyle
Analysis of Norwegian Tobacco Control Policy through Libertarian
Paternalism and Personal Responsibility for Health
Oslo and Akershus University College of Applied Sciences,
Faculty of Social Sciences

2. 2
Abstract
Tobacco use is one of the main health risk factors for development of non-communicable
diseases which are the leading cause of global mortality. Smoking, as the most common form of
tobacco use, is seen as a highly addictive behavior and personal desire to shift to smoke-free
lifestyle is seriously hindered by nicotine addiction, which undermines autonomy of smokers to
rationally choose healthier option and take responsibility for personal health. Tobacco control
policy is an important global and national public health instrument that aims to increase smoking
cessation rates and prevent smoking initiation. Global directions and recommendations greatly
impact national tobacco control policies in order to prevent non-communicable diseases induced
by smoking and tobacco use in general. Framework Convention on Tobacco Control initiated by
World Health Organization in 2003 is the most important global treaty for generation and
improvement of Norwegian tobacco control. Communicative and restrictive tobacco control
measures reflect motivation and stimulation of personal responsibility for health. These measures
operate through Libertarian Paternalistic approach, which aims to strategically steer people
towards healthier options by preserving freedom of choice. This thesis seeks to identify global
directions and recommendations for national tobacco control and particularly explore how
Norwegian tobacco control measures fit into Libertarian Paternalistic approach and in what way
they motivate and stimulate Personal Responsibility for Health. It concludes that inculcation of
sense of responsibility for smoke-free lifestyle in Norwegian tobacco control policy is seen as
individual-state partnership for healthier lifestyle through motivated and stimulated personal
responsibility for health.
Key words: Tobacco Control Policy, Smoking, Libertarian Paternalism, Personal Responsibility
for Health, World Health Organization, Framework Convention on Tobacco Control, Norway.
Oslo and Akershus University College
Oslo 2014