Bring back the Generational Endgame: Malaysian youth cannot be sacrificed to industry profits

AS Malaysian youth, we have watched our country move from leading to falling behind in South-East Asia’s fight to end nicotine addiction.

There was a time when Malaysia stood at the forefront of bold tobacco control, when the Generational Endgame (GEG) was introduced as a promising step so that young people like us would not fall into addiction anymore. It made us hope that we’ll witness the day when we won’t see nicotine products anywhere.