What we need are new ways to describe and measure cultural change. People are beginning to agree that smoking in the immediate vicinity of children is not acceptable. Once people are themselves controlling their environment, new social norms are created. These social norms are born through understanding.
Legislation first requires pioneers to introduce change.
Once widely accepted and based on norms that already exists, legislation can become an accelerating element in the process of cultural change. We live in an environment of very sophisticated and clearly targeted messages. Discussion about smoking relates not only to physiological health but also to social health concepts. As social norms are influenced by different types of cultural messages, the industry incorporates culturally composed values in its marketing strategies.