"Consign tobacco to the history books." says Te Reo Marama Director Shane Kawenata Bradbrook, "The benefits of removing tobacco far outweigh maintaining the status quo. It is the right time to have the conversation that says let's call time on tobacco and that the sun is officially setting on tobacco in Aotearoa."

Te Reo Marama is calling for the elimination of tobacco for sale by 2013 at the forthcoming Maori Affairs Select Committee Inquiry on the tobacco industry and its negative consequences on Maori. Maori are the most disproportionately affected population when it comes to tobacco use but it is also a chance for all New Zealanders to enter this debate.

"For the first time in political history we have an examination of the tobacco industry and its practices. It is an outrage that an industry can still profit from the dead and dying here in Aotearoa. No other industry accounts for 600 Maori deaths, let alone 4400 other New Zealanders, and gets away with this unethical business practice. Holding this industry accountable is long overdue." stated Mr Bradbrook. "It is only fitting that the Committee tackling this major preventable health issue will focus on the most affected group - Maori. There is an opportunity to outline concerns and provide solutions to obtaining a Tupeka Kore-Tobaccofree lifestyle without delay."

Government needs to move away from taxing the addicted as the Finnish Government recently announced. There is no demonstrable benefit in maintaining an industry that addicts, harms and kills its customers. This Inquiry is an opportunity to leave a legacy for generations to come.

"Decades of evidence says smoking brings no benefit to Maori or any other user on this planet. A cynic will say it stays because the Government receives a billion dollars in tax a year but I believe we have been just waiting for an enlightened moment in time for a Government to have the will and the courage to say the State cares enough to reverse the carnage." said Mr Bradbrook. "I believe that time is now. History beckons the Maori Affairs Select Committee and Government to make a decision that will save thousands of lives by axing tobacco sales in Aotearoa."

Government will be called on to provide a massive injection of capital into preventative measures, quit services, health promotion campaigns over the next three years. A legislative agenda that restricts the industry with multiple measures such as banning displays, duty-free sales, licensing retailers and restricting the number of retailers should be implemented alongside enabling legislation that eliminates all sales of tobacco by 2013.

"If we are serious about protecting our future generations then this product has to be removed. Those that are currently smoking need the best services available to support their quitting attempts. End of the day at least smokers are been told by the Government and not by their doctor that there is an end date. It is a tough decision but strong political and Maori leadership will see this long awaited vision become reality." says Mr Bradbrook.

Submissions close on the 29th January.