Outcomes are reported from a feasibility study that sought to determine the likely effectiveness of an incentives-based cessation trial among pregnant Māori women that smoked. The study recruited 24 pregnant smokers aged ≥16 years (mean age 25 years) who self-identified as Māori, were 2–30 weeks pregnant, and currently smoked. A total of 74 women were approached through health practitioners, print media, and radio adverts in Auckland, New Zealand; 50 declined involvement in the study. Participants were randomised to (1) usual cessation support, including information about different cessation products and services, and access to nicotine replacement therapy (n=8; controls), (2) usual cessation support plus a retail voucher to the value of NZ$25 for each ‘abstinent from smoking’ week for 8 weeks (n=8; voucher), or (3) usual cessation support plus product to the value of NZ$25 for each ‘abstinent from smoking’ week for 8 weeks (n=8; product). Outcomes measures included weekly self-reported and monthly biochemically verified smoking status, and acceptability. Overall, 5 women (21%) were abstinent from smoking for at least 6 weeks of the 8-week study period; 1 woman from the control group, 6 from the product group and 3 from the voucher group.
