‘A Historic Shift in Public Health’ - ASH Chief Executive writes to retailers as the smokefree generation law moves closer

For Immediate Release – 6^th January 2026

PRESS RELEASE

With just under a year to go until the smokefree generation age-of-sale law is due to take effect on  1^st January 2027, Action on Smoking and Health (ASH) Chief Executive Hazel Cheeseman has written an open letter to retailers across the UK setting out what the change will mean for businesses, communities and public health and urging the sector to treat the policy as a manageable transition with long-term benefits for business and public health.

Under the new measure, it will be illegal to sell tobacco to anyone born on or after 1 January 2009, with the legal age of sale rising by one year every year. Over time, it is designed to phase out smoking for the next generation,

Government modelling suggests the policy could drive smoking rates among people under 40 down towards near zero by 2040 helping bring a smokefree future within reach.[1]

Public backing for the policy remains strong, with 68% of the public supporting the smokefree generation legislation.[2] Retailers themselves also support the legislation. An independent survey commissioned by ASH found 51% supported and 26% opposed legislation.[3]

In her letter, 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. Furthermore, the impact on trade will be gradual, because the number of affected customers grows slowly year by year.

More broadly, the letter 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.[4] 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 policy represents “the next step in creating a smokefree country”, noting that 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. 

The letter goes on to tackle concerns about illicit tobacco, arguing that reduced  smoking rates and redemand is the long-term route to shrinking the illegal market, alongside robust enforcement. 

With the commencement date fast approaching, ASH is encouraging retailers to engage early, access guidance and view the smokefree generation policy as a long-term win for businesses, customers and communities.

ENDS

Contact: press@ash.org.uk

Notes to editors

The full letter is published here.

https://ash.org.uk/uploads/Open-letter-to-retailers-FINAL.pdf?v=1767697601#asset:276216@1