New NHS message as law change 'makes it illegal' for people born from 2009

New NHS message as law change 'makes it illegal' for people born from 2009 An historic law change comes into effect in 100 days Smokers are being urged to reflect on the moments that matter most in their lives, as a major campaign gets under way to help more people kick the habit for good. Central to the campaign, being launched in the South West of England, is a straightforward question aimed at the 500,000 people who still smoke across the region: "What will you miss?". The campaign launches with 100 days to go until January 1, 2027, when the UK's smokefree generation law comes into force, meaning anyone born on or after January 1, 2009, will never legally be sold tobacco. The legislation is designed to prevent the next generation from ever taking up smoking. It does not alter anything for adults who currently smoke, and the NHS confirmed that was precisely who this campaign was targeting. Smoking remains the biggest preventable cause of illness and early death across the South West, according to the NHS. Each year, approximately 6,600 people in the region lose their lives to smoking-related illnesses — the equivalent of around 18 deaths every single day. Now, Smokefree South West — a partnership of 15 local authorities working in conjunction with the NHS — is launching the "What Will You Miss?" campaign ahead of Stoptober, encouraging smokers to take their first steps towards quitting and access free local support. The campaign is modelled on a proven approach developed by Greater Manchester's Make Smoking History programme, created alongside people who smoke. The campaign will reach smokers across through television, radio and social media, supplemented by local advertisements. At its heart is a film following a bride on her wedding day, surrounded by family but missing the one person she most wanted present. It delivers a straightforward message: smoking doesn't just take years from your life, it takes you away from the moments that matter most. People 'want to quit' A recent survey of over 1,600 smokers throughout the South West revealed many already wish to quit, but find it difficult to turn that desire into action. While health worries are amongst the strongest motivators for considering stopping smoking, the survey discovered that approximately two in three smokers did not have any current intentions to quit. The research also showed that most smokers have already attempted to quit at least once, yet confidence remains low, with many doubting their ability to stop successfully. The NHS stated the campaign sought to make smoking's dangers more real to smokers, encourage quit attempts across the region, and swiftly link people to effective support. Hein le Roux, deputy medical director for NHS England South West, said: "More than 6,500 people in the South West die from smoking-related illness every year. Behind every statistic is a person, a family and moments that matter. "That's why partners across the South West are united in our ambition to become a smoke-free region by 2030. By helping more people quit now, we can improve lives today and protect the health of future generations. "This campaign isn't about judging people or telling them something they don't already know. It's about helping people think about the moments, milestones and people that matter most to them, while reminding them that effective support is available. "There is no better time to quit. Even if someone has tried before, support can make a huge difference and every quit attempt is a step closer to success." Smoking law change on January 1, 2027 Matt Lenny, director of public health for North Somerset Council and senior programme sponsor for Smokefree South West, said: "In 100 days' time, a child born today will grow up in a country where they can never legally be sold a cigarette. That is a genuine landmark. But it changes nothing for the 500,000 people across the South West who smoke right now, many of whom have been trying to stop for years. This campaign is for them. "Smoking remains one of the biggest causes of poor health and health inequalities across the South West, but it doesn't have to be this way. The good news is that people are three times more likely to quit successfully when they have the right support, and free help is available locally in every part of the South West. "We're building on a proven campaign that has already been used successfully in Greater Manchester and in other regions. By bringing that evidence-based approach to the South West and connecting people with local stop smoking services, we have a real opportunity to help more people quit and live longer, healthier lives. Through our partnership with the NHS we'll reach more people, raise awareness of the support available and help create a healthier, smoke-free future for our region." Hazel Cheeseman, chief executive officer at the charity Action on Smoking and Health, said: "Most people who smoke want to quit, but it can be tough. Campaigns like this are necessary to help turn intention into action. Tobacco is lethal and from next year we will start phasing out the sale of tobacco to the next generation, but it is just as important to help those who currently smoke, moving us even closer to making smoking obsolete. "It is particularly encouraging to see local areas come together to support this campaign alongside renewed investment in local authorities' stop smoking support. This South West campaign is a strong example of what can be delivered through collaboration." Jessica Holloway, strategic lead for population health at NHS Greater Manchester, said: "'What Will You Miss?' was co-designed with people who smoke in Greater Manchester. The feedback was clear: people wanted a campaign that reflected the realities of what smoking takes away from their lives, but in a way that felt supportive and non-judgemental. That insight helped shape a campaign that is honest, relatable and rooted in lived experience. "We're delighted to see the campaign adapted for the South West. By sharing proven approaches and building on what works, more investment can be directed towards reaching people who smoke with effective support, helping more people take a step towards a smokefree future." The NHS stated that smokers stand a far greater chance of quitting successfully with support rather than relying solely on willpower alone. Free nicotine replacement therapy and vaping starter kits are on offer at every local stop smoking service across the South West, alongside tailored guidance on a variety of evidence-based quitting methods from trained advisors. For help giving up smoking, visit smokefreesouthwest.co.uk.