Recent Release | 06 Oct 2023
An Assessment of Malaysia’s ‘Generational Endgame Policy’

Economic Consulting Team
Oxford Economics

An independent report by Oxford Economics
Malaysia’s Generational Endgame (GEG) policy, tabled in Parliament on 12 June 2023, would prohibit the sale of all types of conventional tobacco and vapour products to people born from 2007 onwards. The policy carries complex implications for society, especially in the context of Malaysia’s large illicit cigarette market. Therefore, a thorough, evidence-based appraisal of the costs and benefits of the bill should be undertaken before its implementation.
Our analysis suggests that even if the bill is successfully enforced, it carries the risk of significant costs in terms of enforcement and the challenges of tackling the illicit market.
To download the report, please complete the form below.
Read the report
Complete the form below to download the report.
Recent Economic Impact reports

The Economic Impact of Apples Never Fall in Australia
Consulting Report An Assessment of Malaysia’s ‘Generational Endgame Policy’ A report for the Motion Picture Association and the Australia-New Zealand Screen Association You might be interested in
Find Out More
The Economic Impact of SHEIN in the United Kingdom
Consulting Report An Assessment of Malaysia’s ‘Generational Endgame Policy’ Quantifying SHEIN’s Economic Contribution and Support for local designers, artists, and businesses in the UK. You might be interested in
Find Out More
Aviation: Benefits Beyond Borders 2024
Consulting Report An Assessment of Malaysia’s ‘Generational Endgame Policy’ You might be interested in
Find Out More
The Economic Impact of SHEIN in the United States
Consulting Report An Assessment of Malaysia’s ‘Generational Endgame Policy’ You might be interested in
Find Out More