BACKGROUND AND IMPLEMENTATION CHALLENGES: In October 2023 the UK Government announced it would introduce a generational ban on the sale of tobacco. Action on Smoking and Health and Cancer Research UK (CRUK) are leading an advocacy campaign in collaboration with the members of the Smokefree Action Coalition (SFAC).
Challenges have included legislative progress in the face of industry lobbying, a change of government following a snap election and securing prioritisation from a new incoming government. The tobacco industry has actively opposed the legislation, threatening legal challenge and seeking to weaken the provisions, often working via proxies.
INTERVENTION OR RESPONSE: The campaign strategy combined outreach with politicians and media with mobilising professionals, organisations and CRUK supporters to champion legislation. Public opinion was tracked and shaped through the campaign. The strategy had to evolve as circumstances changed, particularly in view of a snap election called in May 2024 and the New Zealand repeal of similar legislation.
Collaboration with academics, NGO partners and politicians helped track industry activity and arguments allowing them to be exposed and countered. The policy development process was further protected by the UK Government’s established approach to implementing Article 5.3.
RESULTS AND IMPACT: The campaign kept legislation high on the agenda through a period of political change, secured cross-party support, including in party manifestos and prevented legislation from being weakened as a result of industry influence. The engagement of the incoming government meant that returned legislation included additional measures to address smoking and youth vaping.
CONCLUSIONS: The UK experience of introducing a generational ban on the sale of tobacco has value for other countries building the case for domestic legislation. Relevant to other jurisdictions are; insights on the arguments that resonated with the public and politicians, the approach used to engage politicians, attempts by industry to weaken or delay legislation and utilising the opportunity to secure wider benefits.