Expertise - Industry co-operation and standards

Challenge

To prepare the UK Hospitality industry for the introduction of the smoking ban and minimize negative financial consequences.

Client: Charter Group of trade associations

Programme

Developed and demonstrated the proposition that a better 'atmosphere improves results', proved this across a range of test sites, supported by fully-costed case studies.

Created and recruited key industry stakeholders to the Atmosphere Improves Results (AIR) initiative promoting the need for better accommodation of non-smokers, through voluntary smoking restrictions and improved ventilation.

Extensive cooperation with all shades of opinion from anti-tobacco activists and health promotion groups to tobacco sales forces, to increase the range and penetration of the message.

Assisted in the development and roll out of a Government-backed self-regulatory scheme and its delivery through conferences, seminars, road shows, exhibitions advertising and literature.

Outcome

The proportion of pubs with non-smoking areas rose from 26% to 72%, with two thirds of pubs displaying their smoking policy outside for customer information. Negative commercial impacts of the smoking ban on the hospitality trade much alleviated when it was finally implemented.