Microsoft Word - IJHHS IMAM 23rd ASC 2022


  
 

 S7

PLENARY 3   

 
Generational Endgame (GEG)  
Mohamad Haniki Nik Mohamed1  
  
Tobacco use especially among Malaysian adolescents remains as a significant threat to public health. 
A local survey in 2017 reported 13.8% of adolescents between 13 to 17 years old were smokers.  While 
this problem is growing in the country, we estimate the underage initiation of tobacco use and present 
evidence supporting policy measures like banning the purchase and use from the current 17 years old 
individuals, the country backed with effective implementation of tobacco control efforts 
to significantly reduce future tobacco burden.  Disallowing access, sale, purchase, and use of tobacco 
from current 17 years old individuals onwards via the Generational Endgame (GEG) should 
significantly reduce youth initiation and taper down the overall adult tobacco use prevalence over the 
long run in Malaysia.  
    
As the saying goes, prevention is better than cure. Hence, effective tobacco control strategies need to 
be enforced to safeguard our children and adolescents from becoming life-long nicotine addicts from 
combustible cigarettes, e-cigs or other products. The GEG along with other approaches outlined by the 
WHO Framework Convention on Tobacco Control (FCTC) and the MPOWER strategies; including 
expanding smokefree areas, reducing tobacco advertising, promotion and sponsorship as well as 
increasing the price of cigarettes and all tobacco products through effective taxation measures. 
Enforcement is key and all parties must work together in order to thwart tobacco industry’s interference 
in order to achieve the Tobacco Endgame 2040.  
  
Keywords: Generation end game; tobacco; adolescents  
  

1. Kulliyyah of Pharmacy, International Islamic University Malaysia (IIUM)  

 

 
Correspondence to: Prof Dr Mohamad Haniki Nik Mohamed, Professor, Kulliyyah of Pharmacy, 
International Islamic University Malaysia (IIUM). haniki@iium.edu.my   

  

DOI: http://dx.doi.org/10.31344/ijhhs.v7i70.510