Today, tweens and teens have more access to information than any previous generation. With the world (wide web) at their fingertips, they’re growing up in an empowered era of endless and easily accessible knowledge on everything from pop culture and music to history—and health.
Armed with such information (unlike their parents and their grandparents), today’s tweens never had an opportunity to be naive about the damaging affects of nicotine or be fed the illusion by tobacco companies and marketers that smoking isn’t that bad for you. They’ve been warned “smoking kills” since birth, as the UK government required all cigarette cartons to prominently feature printed warnings in 1971, and laws have only tightened over the years.
But does this mean they’re listening?
Are young people in England—specifically secondary school pupils aged 11-15—opting not to light up?