Social Norms Research in Europe

maintained at the University of Bradford

PRESS RELEASE 19/3/08

For Immediate Use

 “Social Norms Could Help Stub Out Smoking!” says MSP

Dr Bill Wilson, SNP MSP for the West of Scotland, today lodged a motion in the Scottish Parliament urging the Scottish Government and the NHS “ “not to overlook” ”the contribution that the social norms approach could make to reducing smoking in young people.

The social norms approach to risk-taking behaviours relies on the fact that people are influenced by the perceived behaviour of their peers, and that such perceptions are often exaggerated.  By carefully surveying behaviour, and feeding the results back to the target population without admonition or judgemental statement, remarkable reductions in risk-taking behaviours, such as alcohol-consumption and smoking, may be achieved.

After lodging his motion, Dr Wilson said, “ “I have spoken several times of the merits of this approach.  I have discussed it with researchers and the representatives of organisations such as ASH Scotland.  I am convinced that it is a relatively simple and cost-effective means of achieving behavioural change.  Most importantly, it is positive rather than negative.  It does not condemn, preach or use scare tactics, and it works!  

“ “Most of our young people do not smoke or abuse alcohol.  The social norms approach is about communicating this simple fact.” ”