British Prime Minister Rishi Sunak proposed today to ban younger generations from buying cigarettes, a move that could introduce one of the UK’s strictest anti-smoking frameworks.

The proposals — if enacted — would make Britain the first country in Europe to ban the sale of cigarettes to younger ages.

Denmark is considering a similar move.

“A cigarette will never be legally sold to a youth who is now 14 years oldSunak told the Conservative Party conference in Manchester.

Under his anti-smoking plan, Sunak said the legal smoking age would rise by one year every year, meaning the younger generation can grow up “cigarette-free” improving the country’s health.

Sunak also plans to speed up measures to limit the availability of vapers to children.

The proposed measures are similar to those introduced in New Zealand last year, which became the first country to ban the legal sale of cigarettes to young people born in 2009 and later. The ban will take effect in 2027.

Sunak said smoking costs the UK health service £17bn a year and cancer deaths could be cut by a quarter if people stopped smoking.

The policy will hurt the future sales of companies that consider Britain their core market, such as Japan Tobacco and Imperial Brands.