The Rookvrije Generatie (Smoke-Free Generation) is a dedicated movement in the Netherlands striving for a future where children can grow up completely smoke-free. With a mission to diminish the tobacco industry's influence on youth, the initiative intensely campaigns against the allure and accessibility of smoking and nicotine products, particularly to teenagers. They emphasize the importance of creating environments free from smoking, urging communities, organizations, and individuals to participate in making smoke-free norms a reality.

In addition to raising awareness about the detrimental effects of smoking, the movement offers resources for both current smokers wishing to quit and organizations looking to implement smoke-free policies. Their campaigns cover various aspects, from promoting smoke-free public spaces to supporting anti-tobacco media that dismantles the glamorization of smoking. Through educational initiatives and community involvement, the Rookvrije Generatie works to protect the health of future generations, ensuring they are not exposed to the dangers of tobacco. By taking collective action, this initiative aims for significant societal change towards a healthier, smoke-free environment for all.