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.

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