With just under a year to go until the smoke-free generation age-of-sale law is due to take effect on January 1, 2027, campaign group Action on Smoking and Health (ASH) chief executive, Hazel Cheeseman, has written an open letter to retailers across the UK.
The letter sets out what the change will mean for businesses, communities and public health, urging the sector to treat the policy as a manageable transition with long-term benefits for business and public health.
Under the new measures, it will be illegal to sell tobacco to anyone born on or after January 1, 2009, with the legal age of sale rising by a year every year.
Over time, the plan is designed to phase out smoking, and government modelling suggests the policy could drive rates among the under 40s down towards near zero by 2040, helping bring a smoke-free future within reach.
Cheeseman emphasises that year one implementation will be straightforward, requiring only an update to age-of-sale signage and routine ID checks against a fixed date of birth.
The impact on trade will also be gradual, she says, because the number of affected customers will grow slowly year by year.
The letter also highlights the shifting economics of tobacco in convenience. ASH’s analysis points to average tobacco margins of around 8.5% compared to much higher margins on other categories.
As smoking rates continue to fall, the shift away from tobacco presents a commercial opportunity for businesses to free up staff time and shelf space for more profitable lines, while supporting healthier communities, she says.
The letter also tackles concerns about illicit tobacco, arguing that reduced smoking rates form part of the long-term route to shrinking the illegal market alongside robust enforcement.
Cheeseman said the policy represents “the next step in creating a smoke-free country,” noting retailers have already adapted successfully to decades of declining tobacco sales and will continue to do so as smoking becomes a thing of the past.
