Guidance for Introducing the Tobacco-Free Generation Policy

This article serves as a guide to the Tobacco-Free Generation policy (TFG) for policy-makers, drawing on experiences of negotiations regarding TFG in a wide number of jurisdictions. It explains the underlying concept: the highly addictive nature of nicotine prompts policy focus on preventing initial use by forbidding sales to those born after a prescribed cut-off birthdate, while resisting prohibition for those in older cohorts who may already be nicotine-dependent. The policy signals that there is no safe age for tobacco products. We examine how to assess whether a jurisdiction is ready for TFG, and then, how to maximise its effectiveness. That involves considering preparatory steps. Implementation of TFG is discussed, including which tobacco or nicotine products should be covered, on which actions there should be focus, choice of a suitable cut-off birthdate, and the most helpful companion measures. We also outline potential pushback from the tobacco industry and others, and indicate appropriate responses.