In seven years New Zealand is set to be smoke free, but campaigners say reaching the goal is going to take a lot more education and even a hard line approach with the tobacco industry to get us there.
The new government agrees with this stance, with Health Minister David Clark saying not enough progress is being made, especially around Maori.
"We know that a disproportionate number of Maori women still smoke during pregnancy and that can harm the next generation.
"We know that it's bad for us but it's still happening. I want to look at all of the options and I want to make sure that we have a clear path to achieving that goal," Mr Clark told 1 NEWS.
Research has shown smoking to be particularly damaging for Maori here, with Maori 2.5 times more likely to smoke than non-Maori.
Maori women have the highest rate, with 42 per cent being smokers.
Campaigners say now is a time for bold ideas, with the countdown to a smoke free New Zealand officially on.
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