Today (29 April), the UK became the first country in Europe to pass a new law to phase out the sale of tobacco to the next generation, as the Tobacco & Vapes Act received Royal Assent.
This means anyone born on or after 1 January 2009 will never legally be sold tobacco. Hailed by campaigners as a major step towards a smoke free future, the measure is expected to protect around four million young people from tobacco sales within the next five years, helping spare them from a lifetime of addiction to a product that kills around 70,000 people in England every year.
In response to this evolving story, Action on Smoking and Health (ASH) is now calling on ministers to seize the moment by launching a major national quit drive, backed by a comprehensive strategy to bring smoking rates down faster during this Parliament.
Hazel Cheeseman (left), chief executive, said: “This is a truly watershed moment in public health. It’s no longer a question of if smoking will end but rather a question of when. Smoking has prematurely taken millions of lives in the UK over the last 50 years. Ridding our society of the pain and suffering it causes is a gift to future generations.
The Rt Hon Rishi Sunak MP (right), who as Prime Minister first introduced the smoke free generation policy to Parliament, added: “I’m delighted the smoke free generation policy, which was introduced to Parliament when I was Prime Minister, is now on the statute book.
“This is not a party-political issue, as shown by the support from parliamentarians of all political persuasions. The bill tackles the single biggest entirely preventable cause of ill-health, disability and death in our country. This legislation will put us on track to end smoking within a generation. It will make us a healthier country where people live longer and better lives.”
Recent figures highlighted by ASH show more than a million people in England quit smoking in 2025, yet millions still smoke, and many want to stop. More than half of smokers say they want to quit, including more than one in five who say they really want to stop.
Cheeseman added: “While this is a landmark moment, it must not be mistaken for the end of the fight against tobacco harm. This law will help protect future generations from a lifetime of tobacco addiction, but ministers must now match that ambition with urgent action to help the millions of people who still smoke today.”
Government modelling suggests this move is expected to lead to around 4.4bn fewer factory-made packs of cigarettes being sold between 2027 and 2056, while cumulative UK healthcare savings are estimated at £6.6bn.
“Receiving royal assent is a landmark moment for public health and a decisive step towards a smoke free future.”
Also responding to the news, Professor Sanjay Agrawal, Royal College of Physicians special adviser on tobacco, said: “The Tobacco & Vapes Bill receiving royal assent is a landmark moment for public health and a decisive step towards a smoke free future.
“To realise the full benefits of this bill, it must be backed by sustained investment in stop smoking services for those currently smoking, strong enforcement and continued public health education.”
Greg Fell OBE (left), President of the Association of Directors of Public Health, also responded: “Smoking kills, but by protecting our children and young people from ever becoming addicted to this lethal product, we will save thousands and thousands of lives and give the next generation the freedom to live a future where everyone has the opportunity to live a healthy life for longer.
“The Bill also shifts the focus away from individual choice and treating the consequences of smoking towards preventing harm in the first place. This public health approach is absolutely key to improving the nation’s health and we hope signals a change in direction for how we tackle the negative impacts on our health that result from the consumption of a wide range of other unhealthy products, including gambling and alcohol.”
Matt Wrack, general secretary at teachers’ union NASUWT, highlighted how such a move might protect young children from harmful tobacco and vapes, moving forward: “These measures are urgently needed to uphold public health and to help end predatory marketing practices from vape manufacturers targeting children and young people with brightly coloured packaging and sweet flavourings.
“Teachers continue to report that vaping and the use of other nicotine products by pupils in and around schools is having a detrimental impact on young people’s behaviour and concentration in class and these further steps to restrict and deter young people from taking up smoking and vaping are therefore welcome.”
Cllr Dr Wendy Taylor MBE (left), Chair of the Local Government Association’s Health and Wellbeing Committee, also commented: “The creation of a smoke free generation, preventing young people from ever starting to smoke, is one of the most effective ways to improve health outcomes and manage future pressure on our health and care services. Reducing the appeal of vapes to children with tighter controls on flavours, packaging and promotion, is an important step in addressing the concerning rise in youth vaping.
“The comprehensive licensing scheme for retailers selling tobacco and vape products will support councils to prevent underage sales and curb the illicit market.
“Legislation alone will not be enough to ensure these measures succeed. Councils must be properly resourced to enforce the new regulations, deliver stop smoking services, and protect communities from harmful and illegal products.”
Sarah Hepworth, associate director of the South Yorkshire Tobacco Control Alliance, also commented: “By preventing addiction before it starts, this legislation will protect thousands of young people and help many current smokers to quit for good. Too many people in South Yorkshire still die early because of smoking.
“Smoking is not a choice, but an addiction that often begins in childhood and kills at least one in two long-term users. This is unacceptable. A smoke free future will save lives, reduce health inequalities, and help our region to thrive.”
The Chartered Trading Standards Institute (CTSI) has also welcomed the news, having worked closely with the Department of Health and Social Care (DHSC) and a wide range of partners throughout the drafting process, contributing vital frontline enforcement expertise to help shape workable and effective regulation.
John Herriman (right), chief executive, said: “This is a truly historic moment for public health in this country, and one that Trading Standards has been proud to help bring about.
“The CTSI has worked closely with DHSC and our partners throughout the drafting of this legislation, and we are delighted that this collaboration has already delivered real results, including the securing of £10 million in government investment for Trading Standards services across England.
“This funding, which will support new apprentice enforcement officers, is a significant and welcome step in building the capacity our profession needs to deliver this act on the ground. It partly addresses CTSI’s longstanding calls for additional resourcing, and we would warmly welcome similar investment for colleagues in Wales, Scotland and Northern Ireland.
“But today marks the beginning, not the end, and the challenges ahead are significant. Effective enforcement is now the critical priority. Without robust, well-resourced Trading Standards activity on the ground, even the strongest legislation will fall short of its ambitions.
“The secondary legislation that follows will need to be decisive, and it must be carefully designed to make the act fully operational in practice. The CTSI will be at the table, working alongside our Smokefree Action Coalition partners, to ensure it is workable, proportionate, and delivers on the promise of this historic moment.
“Trading Standards officers stand ready to enforce this landmark legislation to keep illegal tobacco and vapes out of neighbourhood shops…”
“Trading Standards officers across the country stand ready to enforce this landmark legislation, to keep illegal tobacco and vapes out of neighbourhood shops, to prevent underage sales and to help deliver a genuinely smoke free future for the next generation. But they must have the right tools, powers and resources to do so.”
Finally, Kate Pike, CTSI’s lead officer for tobacco and vapes, said: “We look forward to playing our part in the future, and we’re passionate about protecting our communities from uniquely dangerous tobacco products while ensuring that legal compliant vaping alternatives are supplied responsibly to those looking to quit smoking.”
“Much of the success of this ground-breaking legislation will rest on the shoulders of Trading Standards services across the country. The key challenge now is twofold - securing effective enforcement on the ground, and ensuring that the secondary legislation that follows is designed with the rigour and practicality needed to turn this Act’s ambitions into reality.
“Trading Standards officers have the expertise and the commitment to deliver, but they need the right framework around them. The CTSI will continue to support the profession and businesses with training and guidance on the new regulations, and will work closely with government, DHSC, the Smokefree Action Coalition, public health bodies, local authorities and retailers to ensure the act achieves its full potential.
“The CTSI stands ready to support the Government with the crucial next phase: the drafting of secondary legislation. Getting this right is as important as the act itself - the secondary legislation must be ambitious, practical and enforceable if the act’s historic goals are to be realised.
”The CTSI will bring its frontline enforcement expertise to bear at every stage, working alongside the Smokefree Action Coalition and other partners to ensure the detail of the legislation matches the ambition of the headline.”
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