The government’s goal of a smoke-free generation by 2040 is further away than ever. 40 percent of young adults aged 18 to 29 smoke or vape, AD reports, based on research by Independer among 2,000 Dutch people.

The proportion of smokers is highest among young adults, dropping to 30 percent among people in their thirties, 17 percent among those over 45, and 10 percent among people 60 or older.

Independer found that social media plays a significant role in smoking behavior. About 75 percent of young adults watch videos of people smoking or vaping, and a third of this group said that they were tempted to start smoking or vaping as a result.

Over a quarter of this group also buy their cigarettes and vapes via social media, despite this being banned since July 2023.

Pediatric pulmonologist Noor Rikkers is shocked by the large group of young smokers and vapers. “We know that there is a younger group under this one that is already vaping. And we know that once you start vaping, you are three times more likely to start smoking. 70 percent of young people who vaped once a month also smoked a cigarette.”

A smoke-free generation is part of the Dutch government’s National Prevention Agreement. It states that by 2040, not a single young person will smoke and vape, and only 5 percent of adults will do so.