{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,8]],"date-time":"2026-10-08T09:00:04Z","timestamp":1791450004513,"version":"4.3.3"},"reference-count":57,"publisher":"BMJ","issue":"e1","funder":[{"name":"Fundamental Research Grant Scheme, Ministry of Higher Education Malaysia","award":["FRGS\/1\/2023\/SKK06\/TAYLOR\/01\/2"],"award-info":[{"award-number":["FRGS\/1\/2023\/SKK06\/TAYLOR\/01\/2"]}]}],"content-domain":{"domain":["bmj.com"],"crossmark-restriction":true},"short-container-title":["Tob Control"],"accepted":{"date-parts":[[2024,12,9]]},"published-print":{"date-parts":[[2025,12]]},"abstract":"<jats:p>In Malaysia, tobacco smoking continues to be one of the leading public health concerns; hence, the tobacco control community aims to see a generation free of tobacco use by 2040. Drafted and presented to the parliament, the Malaysian Control of Smoking Products for Public Health Bill 2022 highlighted the Generational Endgame (GEG) policy, which forbids the use and sale of tobacco products and smoking substances to individuals born on or after 1 January 2007. Stakeholders, including government and non-governmental organisations, policymakers, healthcare professionals, tobacco industry representatives and retailers, have expressed differing opinions indicating non-support of the policy. The Attorney General Chamber deemed the policy as \u2018unconstitutional\u2019 for discriminating against those within the implementation age range, which prompted its omission from the revised Control of Smoking Products for Public Health 2023 Bill. This paper discusses the obstacles and possible implications of the GEG policy implementation in Malaysia and details its implementation in other countries. This paper also proposes several recommendations for future directions in tackling the obstacles mentioned more effectively.<\/jats:p>","DOI":"10.1136\/tc-2024-058874","type":"journal-article","created":{"date-parts":[[2025,1,8]],"date-time":"2025-01-08T13:20:47Z","timestamp":1736342447000},"page":"e94-e100","update-policy":"https:\/\/doi.org\/10.1136\/crossmarkpolicy","source":"Crossref","is-referenced-by-count":10,"title":["Challenges and prospects in implementing the Generational Endgame policy: Malaysia and global perspectives"],"prefix":"10.1136","volume":"34","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-6538-379X","authenticated-orcid":false,"given":"Picholas Kian Ann","family":"Phoa","sequence":"first","affiliation":[{"name":"School of Medicine, Faculty of Health and Medical Sciences, Taylor's University, Subang Jaya, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Lei Hum","family":"Wee","sequence":"additional","affiliation":[{"name":"School of Medicine, Faculty of Health and Medical Sciences, Taylor's University, Subang Jaya, Malaysia"},{"name":"Center for Community Health Studies (ReaCH), Faculty of Health Sciences, Universiti Kebangsaan Malaysia Fakulti Sains Kesihatan, Kuala Lumpur, Malaysia"},{"name":"Digital Health and Innovations Impact Lab, Taylor's University, Subang Jaya, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Yin How","family":"Wong","sequence":"additional","affiliation":[{"name":"School of Medicine, Faculty of Health and Medical Sciences, Taylor's University, Subang Jaya, Malaysia"},{"name":"Digital Health and Innovations Impact Lab, Taylor's University, Subang Jaya, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-7612-6839","authenticated-orcid":false,"given":"Ching Sin","family":"Siau","sequence":"additional","affiliation":[{"name":"Center for Community Health Studies (ReaCH), Faculty of Health Sciences, Universiti Kebangsaan Malaysia Fakulti Sains Kesihatan, Kuala Lumpur, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Caryn Mei Hsien","family":"Chan","sequence":"additional","affiliation":[{"name":"Center for Community Health Studies (ReaCH), Faculty of Health Sciences, Universiti Kebangsaan Malaysia Fakulti Sains Kesihatan, Kuala Lumpur, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Chrisminder","family":"Dain","sequence":"additional","affiliation":[{"name":"School of Biosciences, Faculty of Health & Medical Sciences, Taylor's University, Subang Jaya, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Mohamad Haniki Nik","family":"Mohamed","sequence":"additional","affiliation":[{"name":"Pharmacy Practice Department, International Islamic University Malaysia Kulliyyah of Pharmacy, Kuantan, Malaysia"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"239","published-online":{"date-parts":[[2025,1,8]]},"reference":[{"key":"2025121908151293000_34.e1.e94.1","unstructured":"The tobacco atlas. 2024."},{"key":"2025121908151293000_34.e1.e94.2","unstructured":"Institute for public health. 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