ACS is urging retailers to prepare for the introduction of the generational tobacco ban in January with its Decline09 campaign materials.

The Decline09 campaign, backed by leading retailers and the Chartered Institute for Trading Standards has been developed in consultation with the Department for Health and Social Care to simplify the measures being introduced through the Tobacco and Vapes Act.

On 1st January 2027, anyone born on or after 1st January 2009 will be unable to ever legally purchase tobacco products. The change marks the first time that an age restricted sales policy has worked on the basis of checking against a single date, rather than checking whether a person is above a prescribed age on the day of purchase.

The Decline09 campaign acts as a reminder to colleagues that if someone is born in 2009 or later, they must decline the sale of tobacco.

As part of the campaign, ACS has put together a one-page guide on the actions that retailers need to do to prepare. This includes replacing the mandatory age of sale notice on January 1st and training colleagues on the new rules.

ACS has also produced social media assets, brand guidelines and in-store posters that retailers can utilise to communicate the change in legislation when it comes into force in January.

The Decline09 guide and materials for retailers are all available to download here