This qualitative study explored how young adult Māori and Pacific smokers interpret ‘informed choice’ in relation to smoking, using data from in-depth interviews conducted with 20 Māori and Pacific young adults aged 18–26 years who smoked. The data were analysed within an informed-choice framework and overarching themes were identified. Additional themes specific to Māori and Pacific participants were also identified in the transcripts. Few participants considered themselves well informed and none met more than the framework’s initial two criteria. Most reflected on their unthinking uptake and subsequent addiction, and identified environmental factors that had facilitated uptake. Nonetheless, despite this context, most agreed that they had made an informed choice to smoke.
