BACKGROUND: Georgia has made significant strides in tobacco control by implementing comprehensive bans on Tobacco Advertisement, Promotion, and Sponsorship (TAPS) and adopting strict smoke-free policies. However, tobacco use remains prevalent, with approximately 27% of adults using tobacco products. To address this, Georgia has introduced the "Tobacco-Free Georgia" initiative, aiming to reduce tobacco/nicotine product use to less than 5% by 2040. This study assesses public attitudes toward tobacco endgame policies and identifies support for potential regulatory measures.
METHODS: A cross-sectional survey was conducted among 1,300 adults aged 18 and older across all regions of Georgia (excluding occupied territories) using face-to-face interviews in 2024. A stratified cluster sampling method ensured national representativeness by gender, age, education, ethnicity, income, and settlement type. Data were analyzed using univariate and bivariate statistical methods.
RESULTS: While 90% of respondents were not aware of the "Tobacco-Free Georgia" initiative, when the initiative was explained, 75% of respondents expressed approval. Support was stronger among women (81%) than men (68%) and older adults (18-44 years) [82%] than younger adults (45+ years) [69%]. For individual policies, 80% supported raising the minimum legal purchasing age for tobacco/nicotine products to 21; 74% favored a gradual ban on sales to individuals born in 2010 or later; 75% supported reducing nicotine content by 95% in tobacco/nicotine products; and 73% approved banning flavorings and additives that make tobacco products seem less harmful.
CONCLUSIONS: The findings demonstrate broad public support for bold tobacco endgame policies in Georgia, particularly measures targeting product accessibility, nicotine reduction, and industry accountability.
Implications for Tobacco Control and recommendations:

• Immediate adoption of policies to raise the legal purchasing age, ban flavorings and reduce nicotine content by 95% in tobacco/nicotine products.
• Launch widespread public education campaigns to raise awareness of the "Tobacco-Free Georgia” goal.