Perceptions of Children and Young People in England on the Smokefree Generation Policy: A Focus Group Study

Abstract

Background Modelling shows smokefree generation (SFG) policies could effectively reduce smoking rates by banning tobacco sales to those born after a specific year. Little is known about how young people perceive the legitimacy and impact of the planned SFG policy in England. Methods We conducted 7 semi-structured focus groups with 36 participants aged 12 - 21 (mean = 15) in England over video call and in person. 21 participants were female and 15 male. Participants were purposively sampled to include those from areas of greater deprivation and for use of tobacco or e-cigarettes. Data was analysed using the framework approach. Results Participants expressed broadly negative perceptions towards tobacco and its manufacturers. Most participants supported SFG policy goals and its focus on freedom from addiction and harm; some believed it should also encompass electronic cigarettes. Many believed the law would only be successful if it included stringent enforcement, accompanying tobacco licensing, and input from young people. A minority raised concerns about the loss of freedom to purchase tobacco. Conclusions Communication of the freedom-giving nature of SFG is likely to resonate with many young people. Enforcement, communication, and involvement of young people in SFG should be considered carefully to maximise policy impact. IMPLICATIONS The smokefree generation (SFG) policy’s potential to offer freedom from addiction and disease can resonate with young people. Its effectiveness could be maximised through targeted enforcement in areas with high youth smoking rates and low adherence to age-of-sale laws, and through introduction of additional policies that offer restrictive licensing of tobacco retailers. A phased approach to SFG, initially covering tobacco and later incorporating e-cigarettes as smoking prevalence declines, could balance reducing youth vaping and harm reduction; future research could investigate optimal policy conditions for this approach.