GENERATIONAL BAN ON TOBACCO SALES

TOWARDS THE DEFINITIVE END OF CIGARETTES?

The idea of banning the sale of tobacco to future generations is gaining ground in many countries. Ambitious and controversial, this approach aims to eradicate smoking in the long term. As a player committed to harm reduction through vaping, we are keeping a close eye on these developments. What do we need to know about this measure? Which countries have adopted it, and what are the potential impacts, particularly for vapers? Here's our full breakdown.

GENERATIONAL SMOKING BAN

The generational tobacco ban is based on a simple but radical idea: to ban for life the purchase of tobacco products by people born after a certain date. Unlike a one-off increase in the legal age, this system evolves from year to year. For example, if the date chosen is 1 January 2009, a person born on or after that day will never be able to legally buy tobacco, even when they reach adulthood.

The aim of this strategy is to gradually eliminate smokers by preventing younger generations from accessing tobacco. The stated aim is to make smoking obsolete, in the same way as old practices that have now been abandoned.

WHICH COUNTRIES ARE CONSIDERING THIS MEASURE?

United Kingdom: at the forefront of the movement

In 2023, British Prime Minister Rishi Sunak proposed a landmark piece of legislation: the Tobacco and Vapes Bill, which would ban the sale of tobacco to anyone born after 1 January 2009. The bill, which went through a series of political ups and downs, finally passed its third reading in the House of Commons in March 2025, with 366 votes in favour and 41 against. It still needs the approval of the House of Lords and Royal Assent to come into force. If passed as it stands, the UK will become the first country in the world to introduce a national generational smoking ban.

But the legislation does not stop there: it also covers vaping. It reinforces the ban on the sale of vaping products to minors, even without nicotine, restricts advertising and provides for the regulation of flavours and packaging.

The Maldives: a bold decision in a smoking country

In April 2025, the Maldives announced a similar ban, targeting those born after 1 January 2007. In a country where more than a quarter of the population smokes, this measure is accompanied by an appeal from the government to tobacco sellers to switch. The problem is that vaping has been banned in France since December 2024, and there is no structured support available to help people give up smoking. A public health paradox.

Other interested countries

- New Zealand had been a pioneer, but its new government reversed course, citing tax losses and the risk of a growing black market.

- Malaysia tried to incorporate a similar measure into its legislation, but it was deemed unconstitutional because it created two categories of citizens.

- Denmark, Hong Kong and Australia have studied the idea, but have not gone so far as to implement it.

- Brookline (USA) is the only American city to have introduced it locally since 2020, but the measure is being challenged in court.

THE ARGUMENTS IN FAVOUR

1. Reducing smoking in the long term: By preventing young people from starting, we are drying up the pool of future smokers. This measure is in line with the "no smoking" objectives of many countries.

2. Strong symbolic impact: It sends a clear message about the dangers of tobacco and the State's commitment to public health.

3. Protecting future generations: Tobacco remains the leading preventable cause of death. Restricting access to it is seen as an extreme but justifiable act of prevention.

THE CRITICS

1. Risk of black market: As the examples of the US flavour ban and cross-border sales have shown, consumers may turn to illegal sources.

2. Attack on individual freedoms: Some see this as a paternalistic measure that takes away the free will of adult citizens.

3. Problems of fairness : Two people born a few days apart will have different rights. This could pose legal challenges.

4. Lack of effective alternatives: Prohibition is not always accompanied by withdrawal or support schemes, as is the case in the Maldives.

COULD THIS MEASURE BE ADOPTED IN SWITZERLAND?

Switzerland, historically more liberal on tobacco than its European neighbours, has nevertheless stepped up its anti-smoking policies in recent years. Sales to minors are now banned, and advertising is regulated.

However, the idea of a generational ban remains absent from political debates for the time being. Such a project would require a broad political and social consensus, not to mention a referendum. As things stand, such a measure seems difficult to envisage in the short term. That said, international pressure and public health commitments (particularly to the WHO) could change things.

WHAT IMPACT WILL THIS HAVE ON THE VAPE MARKET?

The generational ban could represent both an opportunity and a risk for the vaping sector:

- Opportunity, because vaping is a lower-risk alternative. Smokers denied access to tobacco could turn to substitutes such as e-cigarettes, if these remain available and accessible.

- Risk, because some draft laws also include restrictions on vaping (as in the UK), notably on flavours, advertising and packaging. This could hinder access to effective cessation tools.

The key is to make a clear scientific and regulatory distinction between vaping and smoking. As an industry player, we advocate a risk-reduction approach, following the example of Sweden, which has virtually eliminated smoked tobacco by focusing on alternative products such as vape, snus and nicotine sachets.

CONCLUSION

A generational ban, why not, but not without alternatives.

A generational ban on tobacco sales is a bold step forward, but it can only succeed if it is accompanied by concrete solutions to help smokers quit. Vaping must be recognised and supported as an essential smoking cessation tool, not stigmatised or lumped together with traditional tobacco.

At Sweetch, we believe in a smooth transition to a smoke-free society, not through outright bans, but through informed choice and easy access to less harmful alternatives.

Do you smoke and want to stop? Discover our range of electronic cigarettes and e-liquids to suit all profiles. Together, we can make smoking a relic of the past.

Thank you for reading.

The Sweetch team

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