Historic Smokefree Generation Law can protect 4 million young people from tobacco addiction in just 5 years
Fresh has welcomed Royal Assent of the Tobacco and Vapes Bill, helping secure a smokefree future for the North East’s next generation
Fresh has welcomed the Royal Assent for the Tobacco and Vapes Bill as a landmark moment for the North East – helping prevent future disease, early death and addiction by ending the sale of lethal tobacco products to the next generation. The region has a clear vision for a totally Smokefree Future which is supported by all local councils and NHS trusts.
The measure is expected to protect up to 4 million young people across Great Britain from being sold tobacco within the next five years (1), sparing them from a lifetime of addiction. This number could increase to 6 million, if more people who currently smoke are also helped with support to quit (2)
From January 2027, the legislation will begin phasing out the sale of tobacco by raising the age of sale by one year, every year. This means children born on or after 1 January 2009 will never be legally sold tobacco –creating the first smokefree generation and offering more hope for regions like the North East, where smoking-related harm has blighted health for decades and worsened health inequalities.
The new law reflects decades of scientific evidence showing that tobacco smoking is uniquely addictive, often starts in childhood, and kills two in three long‑term users. The law itself places the legal responsibility on retailers rather than on the buyer.
By stopping addiction before it starts, the legislation is expected to prevent thousands of future cases of cancer, heart disease and lung disease among people growing up in the North East. It also means today’s children will be spared the thousands of pounds spent over a lifetime on tobacco, helping families keep more money in their pockets rather than losing it to tobacco companies. It will also have a positive impact on the economy as smoking related ill-health has a significant negative impact on individual earnings and employment prospects (3).
Polling by YouGov for Action on Smoking and Health (2025) found that 69% of the North East public backed raising the age of sale by one year every year with just 12% opposing (4)
The North East has seen the largest fall in smoking in England – from 29% in 2005 to 10.2% in 2025, and with record quit rates last year. There are more effective ways to quit smoking in the region than ever before (5) – from local stop smoking services, quit aids and medications and free online support at FreshQuit.co.uk
Ailsa Rutter OBE Director of Fresh and Balance, whose own father died from smoking-caused COPD at the age of 61, said: “The North East has seen the largest fall in smoking over the last two decades in England, with a massive shift in social norms around smoking and thousands of people quitting for good.
“Most people who smoke would like to be able to quit or have tried before – and the great news is there are more effective ways to quit smoking in our region than ever before.
“We wholeheartedly support the smokefree generation policy and a future when our children don’t end up hooked to lethal tobacco smoking. The aim is to have a future free of the death and disease of tobacco and this is another step towards this.
“Across the North East the support for this is resoundingly positive. Most people who smoke regret ever staring and don’t want their own children and grandchildren to fall into the trap of tobacco addiction. We can have a much healthier and wealthier region when tobacco smoking has become a thing of the past in future generations.”
Dr Ruth Sharrock is a Respiratory Consultant at Gateshead Health NHS FT, Clinical Lead for the Smokefree NHS Taskforce for the North East and North Cumbria ICB and Clinical Lead for Lung Cancer and Health Inequalities for the Northern Cancer Alliance
She said: “Every week I still have to tell patients that they have lung cancer, or severe COPD, and watch as the bottom drops out of their world. The majority of these diseases have been caused by tobacco dependence, an addiction that takes away people’s choices and health; patients suffering from them have had their chance at a healthy life expectancy stolen from them.
“Nobody wants our children to become the next generation of adults with smoking-related illnesses on our hospital wards. This is a chance to enable today’s children to have a life without the addiction, cost and diseases caused by tobacco.”
Sue Mountain, 60, mum of three from South Shields, started smoking aged 11. She underwent laser treatment aged 48 after a biopsy revealed she had laryngeal cancer in 2012. The cancer then returned in 2015 and then again in 2017 but she is now cancer free.
“Tobacco companies denied the link between smoking and cancer for decades – long after doctors had proved it.
“At the same time they made cigarettes more addictive, depriving families of their loved ones, and causing cancers, COPD, heart attacks and strokes which had to be picked up by the NHS. All so shareholders and executives could make more profit.
“As a former smoker, it’s not that you love smoking but you need it because it’s an addiction. Phasing out sales of lethal tobacco will stop more children becoming the next generation of people sitting in a hospital terrified, and having to tell their family they have cancer.”
Amanda Healy, Durham County Council’s Director of Public Health and Chair of the Association of Directors of Public Health North East Network, said: “The Tobacco and Vapes Bill had a clear and united call from the North East in line with the views of families across our region – from local authorities, NHS trusts and the voluntary and community sector working to achieve better health.
“Smoking costs our region nearly £2bn a year – a cost not just felt by families but to our economy, local authority social care budgets and to the NHS. It makes sense for us all to strive for a totally smokefree future.”
Dr Neil O’Brien, chief medical officer, NHS North East and North Cumbria Integrated Care Board, said: “Smoking remains the biggest cause of poor health and reduced healthy life expectancy, particularly in our most deprived communities across the North East and North Cumbria. For many people, it is responsible for up to 10 years of additional ill health.
“As a GP, I see first-hand the devastating impact smoking has – not only on my patients, but on their families and loved ones.
“We know that by reducing smoking further, we can help people live longer, healthier lives. But the benefits go even wider – creating a stronger regional economy and, in turn, improving both the physical and mental wellbeing of our communities.”
The North East has a Declaration for a Smokefree Future to end the death and disease of tobacco, which is supported by local authorities, NHS Trusts and the North East and North Cumbria NHS Integrated Care Board.
REFERENCES
[1] Around 4 million children will turn 18 between 1st January 2027 and 1st January 2031. Based on ONS population estimates for 11-15 year olds in 2024: link
[2] Based on setting a target of 2 million fewer people smoking.
[3] https://ash.org.uk/resources/view/smoking-employability-and-earnings
[4] ASH Smokefree Adult Survey 2025. Online GB survey of adults aged 18+ conducted 10th February to 10th March 2025 by YouGov on behalf of ASH. The figures have been weighted to be representative of all adults in Great Britain.