From landmark legislation to local delivery: regional events to make the smokefree generation a success
In this blog, ASH Stakeholder Engagement and Networks Coordinator, Michael Carr talks about why local and regional action is so important for the implementation of the ‘Smokefree Generation’ policy, and how ASH is supporting partners and stakeholders for a coordinated effort.
The passage of the Tobacco and Vapes Act was a landmark achievement. The UK is only the second country in the world to bring in a rising age of sale that will phase out the legal sale of tobacco over time. However, securing the ‘smokefree generation’ policy in law is just the start. Now the hard work of implementation begins and while the Government will be providing guidance and delivering mass media, local and regional action is needed to make implementation a success.
Retailers will need to understand their responsibilities. Trading Standards teams will need the knowledge and resources to support compliance. Public health and communications teams will need to explain the changes accurately. Health services, schools, councillors, and community organisations will have opportunities to reinforce the message and connect people who smoke with support to quit.
The next few months represent a crucial preparation period. Done well, implementation can protect future generations from addiction while creating new opportunities to help today’s smokers stop. The UK is leading the world and the smokefree generation is a novel policy. It is a chance to communicate the harms of smoking to current smokers living in your area and promote smoking cessation services.
The countdown to the 1 January 2027 is on and this Autumn Action on Smoking and Health (ASH), the Smokefree Action Coalition and regional tobacco-control partners are holding three in-person regional events for relevant stakeholders to help prepare for the changes. If you can’t attend the event for your region you will be welcome at one of the other events, depending on capacity:
- South - London - Wednesday 9 September 2026
(London, South East, South West, East of England) - Midlands – Birmingham – Monday 28 September 2026
(East and West Midlands) - North - York - Tuesday 6 October 2026
(North East, North West, Yorkshire & Humber)
The events will bring together the people who will translate national legislation into effective local action. They are designed for colleagues in local authority public health, Trading Standards, communications, the NHS, regional tobacco-control programmes, and partner organisations.
Why local and regional action is powerful
National policy provides a common framework, but smoking and tobacco-related harm are experienced locally. Smoking rates, inequalities, community networks, retail environments and the availability of support vary considerably between places.
Local partners understand these differences.
They know which communities experience the greatest harm, which organisations residents trust, where illegal products are being sold; and which communication channels will reach the people who need information and support the most.
Regional collaboration adds another layer of strength. It allows neighbouring authorities and organisations to:
- Share communications materials and pool resources for practical solutions;
- Give retailers and the public clear, consistent information;
- Coordinate work across Trading Standards, public health and the NHS;
- Pool intelligence about illicit tobacco and illegal vapes;
- Avoid duplicating work;
- Learn quickly from approaches that are working elsewhere; and
- Identify common questions that need a national response.
Consistent regional action can extend the reach of individual councils while still allowing communications and services to be adapted to local communities.
On the day
Each event will combine national updates with practical planning for regional and local delivery.
The programme will include:
- An overview of the Tobacco and Vapes Act, guidance and frequently asked questions;
- Overview of enforcement, retailer compliance and support for Trading Standards;
- National communications plans and key public messages;
- Practical introduction to the Smokefree Generation communications toolkit; and
- An opportunity to put questions to national and regional partners.
During the afternoon, attendees will work with colleagues from their region to identify opportunities, prioritise activity and develop practical local actions.
The emphasis will be on delivery: who needs to be involved, which audiences must be reached, what can be built into existing work, and what each organisation should prioritise. This is co-design by local organisations. Attendees will be able to share local challenges and help identify areas where further national support is needed.
Who should attend?
These events are primarily intended for local authority public health teams but we also welcome stakeholders from trading standards, communications teams and the NHS
The Tobacco and Vapes Act gives us an unprecedented opportunity to protect future generations from tobacco addiction. Realising that opportunity will require regional coordination.
Join us in London, Birmingham or York to help turn the Smokefree Generation from legislation into lasting change.
London, Wednesday 9 September 2026
Birmingham, Monday 28 September 2026
York, Tuesday 6 October 2026
Places may be limited, so early registration is encouraged.