Perceptions of children and young people in England on the smokefree generation policy: a focus group study

Background This study investigates perceptions of young people towards the planned smokefree generation (SFG) policy in England, which will ban sale of tobacco products to those born in or after 2009. It focuses on SFG policy acceptability, design and implementation. 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. Many believed the law would benefit from stringent enforcement, inclusion of e-cigarette products, tobacco licensing, and input from young people. A minority raised concerns about the loss of freedom to purchase tobacco and believed it would have little effect on smoking rates. Conclusion 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. What is already known on this topic Observational and modelling studies of raising the legal age of sale of tobacco show its effectiveness in reducing smoking rates in target populations. The UK is currently on track to be the first nation to introduce a generational ban on tobacco products, but little is known about young people’s perceptions on this policy. What this study adds The overarching goal and preventative approach of SFG has the power to resonate with young people, including nicotine product users, but there is likely to be a small minority opposed to SFG on philosophical principles and perceptions of limited effectiveness. Young people may have mixed feelings about e-cigarettes being excluded from SFG due to misperceptions of equivalent harm between products. How this study might affect research, practice or policy Our study suggests involvement of young people in SFG’s design and accompanying communication is likely to strengthen its legitimacy and appeal. Our sample were largely supportive of well-resourced, consistent enforcement of SFG law with strong penalties for retailers who break the law.