Ireland is contemplating a groundbreaking law that would prohibit the sale of tobacco products to anyone born after 2004. This “generational ban” aims to create a smoke-free generation and ultimately reduce rates of smoking-related illness. The proposed legislation seeks to address tobacco harm by preventing young people from ever starting to smoke. However, the plan has raised concerns among retailers, who fear the ban will not eliminate demand but instead drive sales to the black market. They argue this could lead to an increase in unregulated and potentially dangerous tobacco products. Supporters believe the long-term health benefits outweigh these concerns, envisioning a future where smoking is less prevalent. The potential effectiveness and practical implications of the ban are currently under debate.