The second operating arm is the smoke-free generation; that is, no sales of cigarettes if you're born after 1 January 2009. This received much media when announced in December last year, but there is nothing new on this menu that hasn't been considered for decades. The fact that only a few have deployed this internationally should give us some caution. A great media sound bite but does it work? One jurisdiction that has deployed this is the town of Brookline in the state of Massachusetts, Coolidge Corner on the green line. I was privileged to live there for about seven years. They've deployed recently, July 2021, a similar policy set. The data on that is still to be forthcoming. 