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.

The authors have declared no competing interest.

This study is funded by the HEE/NIHR Integrated Clinical Academic Programme (grant NIHR302872. The views expressed are those of the authors and not necessarily those of the NIHR or the Department of Health and Social Care.

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Ethical approval was granted by the Faculty of Medicine and Health Sciences Research Committee at the University of Nottingham (reference FHMS 39-1023).

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