Luton prepares for a smoke-free generation

Future generations in East of England will be protected from ever being legally sold tobacco, helping spare them from the harms of tobacco, as figures show strong public support for the landmark Smokefree Generation policy.

66% of people in East of England support the policy, highlighting the strength of public backing for action to prevent children from the harms of tobacco. Meanwhile, 79% of people who smoke say that if they could go back in time they would not start smoking. Together, these findings underline the case for action to break the cycle of smoking for future generations.

The Smokefree Generation policy represents a major shift in the UK's approach to tobacco – moving beyond helping people quit after they become addicted, towards preventing future generations from becoming addicted in the first place. The measure is expected to protect around 4 million young people nationally from tobacco within the next five years.

In Luton, 14.6% of people currently smoke, which is higher than the national average.

Councillor Khtija Malik, Portfolio Holder for Public Health, Luton Council said: “On 1 January 2027, we will take a historic step towards a future where children growing up in Luton will never face the same risk of tobacco addiction as previous generations.

“The figures show that the public are firmly behind this change and highlight why preventing people from taking up smoking in the first place is so important.

“The Smokefree Generation policy gives us the opportunity to break the cycle and protect future generations from the devastating harms of smoking.

“Retailers, local authorities and enforcement agencies must work together to prepare for these changes, ensure the new law is properly implemented and enforced across Luton, so that we can turn this historic opportunity into a smokefree future.”

If you are a smoker and looking to quit you are three times more likely to stop for good with support or if you join forces with a friend or partner: For support to quit Text Quit to 60066, Telephone: 0300 555 4152 or Email: Total Wellbeing Luton  or visit Total Wellbeing Luton: stop smoking service.

For information visit Tobacco Free Luton webpage.