We recently applied a moral psychological analysis to expert and popular views of the use of smokeless
tobacco for harm reduction.10 Those supporting harm reduction were found to be expressing anger at the violation of individual rights, and those opposing harm reduction were expressing disgust and concern that support of smokeless tobacco was violating public health norms, authority and inconsistent with values of bodily purity. The study of moral psychology has found that ‘anger’ and ‘disgust’ are linked to violations of different values. Of course, scientific evidence was also discussed in the disputes analysed, but especially when the science base is limited, there is an opportunity for values to have an influence on which findings and concerns are viewed as most important.
The point of applying moral psychology is not to say one position is either more or less moral than another, but that different moral principles are weighted more heavily from one position than another. As one moves from the positions of eliminating tobacco addiction, to minimising addiction, to actively trying to employ addiction to reduce deadly tobacco-caused disease, there is increased emphasis on individual rights and protection of the smoker who is not prepared to quit tobacco use and at the same time decreased emphasis on the principles of bodily purity, respect for authority and concern for the group.