Britain becomes first European country to ban tobacco sales to younger generations

Britain has introduced a landmark law permanently banning tobacco sales to anyone born in 2009 or later, marking the first such measure in Europe, Yle reports. The decision comes as smoking remains a leading cause of preventable death across the continent, with nearly 700,000 annual deaths linked to tobacco use in the EU—comparable to the entire population of Helsinki.

The law, finalised after receiving royal assent from King Charles III, follows a similar but less publicised ban enacted earlier by the Maldives. The move has drawn global attention amid Europe’s struggle to curb smoking rates, which vary dramatically between countries. In Bulgaria, 36% of adults smoke, while Sweden reports just 6%—a figure outpaced only by Iceland at 5%.

Hanna Ollila, a specialist at Finland’s Institute for Health and Welfare (THL), attributes the disparities to inconsistent policies. Northern and Western European nations have pursued long-term anti-tobacco strategies, while Mediterranean and Eastern European countries have adopted more lenient approaches. Economic factors also play a role, as tobacco has become more affordable relative to incomes in many regions.

The World Health Organization’s European director, Hans Henri P. Kluge, warned in February that urgent action is needed to protect youth from nicotine addiction and counter industry interference in health policies. Ollila echoes this concern, noting that delayed regulation of new nicotine products—such as e-cigarettes and flavoured pouches—has allowed manufacturers to target younger demographics, particularly girls, through appealing designs and marketing.

Recent trends show rising nicotine use among 13–15-year-old girls in Europe, exceeding global averages. Ollila also highlights the normalisation of smoking in media, from social influencers to films and fashion events, which she says strongly influences youth behaviour. A study by the US-based Truth Initiative found that eight of the ten films nominated for this year’s Best Picture Oscar featured smoking.

While Britain’s ban sets a precedent, smaller steps are emerging elsewhere. Ireland and Latvia have raised the legal tobacco purchase age, and the Netherlands is considering similar action. Ollila expects other countries to monitor Britain’s implementation closely before adopting comparable measures.

The EU’s outdated tobacco directives, which set only minimum standards, have contributed to the continent’s lag in smoking reduction. Ollila stresses that without stronger, unified policies, disparities between member states will persist, undermining efforts to address what remains one of Europe’s most pressing public health challenges.