The UK government are set to introduce tougher restrictions on nicotine products to protect the public, NHS, and the economy.
In this article...
Since the UK Government first announced a Tobacco and Vape Bill in 2024, it has undergone significant changes. Whilst the Smoke Free Generation law remains, many amendments have been made in relation to nicotine pouches.
The bill is part of the government’s plans to tackle youth smoking, vaping, and overall nicotine use. With aims to break the cycle of addiction. A 2026 study found over 19% of 11 to 17-year-olds admitted to trying a vape. With 6% currently vaping (2).
Smoking claims around 80,000 lives a year in the UK, and causes 1 in 4 cancer deaths. The habit increases the risk of many major health conditions, including strokes, diabetes, heart disease, stillbirth, dementia, and asthma (1).
Let’s explore the new laws which are set to begin on 29th October 2026, with future changes arriving in early 2027.
When Does the Tobacco and Vapes Bill take effect?
The first wave of the Tobacco and Vapes Bill comes into effect on 29th October 2026. It consists of a range of measures such as age of sale, and free distribution.
Quick Summary:
- Raise the age of sale to 18 for all nicotine products – including nic pouches and 0mg products.
- Mandatory Age Verification lowered to 18
- Ban on Proxy Purchasing
- Ban on Free Distribution – free samples, etc.
- Ban on Substantial Discounts – for example, 99p nic pouches or 10p e-liquids.
Tobacco and Vapes Bill – 29th October 2027
1. Age of Sale
It will become an offence for retailers to sell any nicotine products, including 0mg, to anyone under the age of 18.
Until now, the law didn’t apply to 0mg vape products, nicotine pouches, or any other alternative product.
This directly concerns retailers but is a key part of the new laws.
2. Age Verification
Age Verification for nicotine products will be lowered to anyone who looks 18 or under. This is also mandatory for any user buying 0mg vape products or nicotine pouches.
As a nicotine user, this may not affect you directly, but it might be handy to carry your ID just in case.
3. Proxy Purchasing
Proxy purchasing is when someone aged 18 or over buys a product or attempts to buy a product for someone underage.
This already applies to nicotine vaping products, but will now apply to 0mg and nic pouches.
4. Ban on Free Distribution
It will become an offence to give away any nicotine products or coupons for these products at a large discount.
It’s important to note that the offence applies if the purpose is to promote a product.
Examples Include:
- Giving aways pods as a free gift.
- Giving a free sample for customers to try.
5. Ban on Substantial Discounts
Substantial discounts on all nicotine products in order to promote them will become an offence.
A substantial discount is a price reduction that lowers the cost of a product significantly. For example, selling an e-liquid for 10p.
Enforcement
From the 29th October 2026 the above laws will be in place. In line with this, the Government have introduced a set fine policy for any person who commits the above offences.
Penalties Include:
- If a person commits any of the above offences, they can receive a FPN of £200 in England, Wales, and Scotland. In Northern Ireland, subject to approval, a person can receive a £250 FPN (1).
- Any fine that has been issued can rise to a Level 4, up to £2,500 (currently) in England, Wales, and Scotland. In Northern Ireland, a fine can become a Level 5, of £5,000 (currently) (1).
In England and Wales, retailers who commit relevant offences up to 3 times within 2 years can receive a personal ban or premises ban of up to 12 months.
In Northern Ireland, retailers may receive a ban if they commit 3 offences within a 5 year period.
Whereas in Scotland, those who commit 3 offences in 2 years will receive a ban from selling relevant products in the premises for up to 2 years.
Tobacco and Vapes Bill 2027 Laws
In 2027 we will see more laws coming into effect. Including the landmark smoke-free generation legislation and a ban on sponsorship and advertising of nicotine products.
These changes don’t necessarily affect current vapers and nicotine pouch users. But they’re major laws that will affect the industry as we know it.
1st January 2027
Smoke Free Generation Begins
On the 1st January 2027, the UK will take a historic step in becoming the second country worldwide to introduce a Smokefree Generation (4).
The bill bans smoking for anyone born on or after 1st January 2009. The age at which tobacco can be bought will then gradually rise, with the aim of creating a smoke-free generation.
Hazel Cheeseman, Chief Executive of Action on Smoking and Health:
"Smoking is an addiction that overwhelmingly starts in childhood. Rather than waiting for children to become addicted and then asking them to quit, the landmark Smokefree Generation policy gives us the opportunity to prevent that addiction from taking hold in the first place” (4).
1st June 2027
Ban on Vape and Nicotine Pouch Advertising and Sponsorship
The ban on nicotine product advertising and sponsorship will come into force in the UK from 1st June 2027. The Government aims to protect future generations from the risks of addiction. Some evidence shows that marketing and promotion are a factor behind the rise in youth vaping (5).
While there are existing restrictions on vapes containing nicotine, 0mg vapes and other nicotine products, including nic pouches, will be restricted.
The regulation also includes online advertising, such as paid adverts on websites, as well as sponsored posts on social media.
TECC SEO and Totally Wicked Chief Executive Marcus Saxton stated in an interview with The Business Desk:
"The sale of e-cigarettes to those under 18 is illegal, and we strictly enforce these regulations across all of our owned routes to market. Advertising e-cigarettes is already tightly regulated, and we do not see any material impact if there were any further changes” (6).
Proposed Laws – Looking into the Future
In July 2026, the UK Government launched a consultation on vape packaging, flavour names, device appearance, and retail displays.
The proposed laws aim to reduce the appeal and visibility of nicotine products to children.
The consultation allows members of the public, vape industry experts, and other professionals to share their views.
Fancy giving your say? You can do so by 11.59pm on 2nd October 2026.
Now let’s explore the government’s proposed plans…
Flavour Name Restrictions
The restriction of vape flavours has been discussed widely by the Government, as many politicians regard them as child appealing (5).
The proposed plans would restrict flavour names, not the flavours themselves, which is a positive.
Summary of Proposed Changes
- Restrict flavour names to a single word. For example, Strawberry Ice would become Strawberry.
- Ban dessert, alcohol, and confectionery-related names.
Professor Steve Turner, President of the Royal College of Paediatrics and Child Health (RCPCH):
“Any measures that improve child health are welcome and much needed. As paediatricians, we are deeply concerned by the insidious marketing practices used by tobacco and vaping companies to target our future generations” (5).
Many in the vaping industry are conflicted about these proposed flavour name changes. Some see this as a positive overall, as it won’t ban fruity and candy flavours altogether. However, it may end up having the same effect due to the single-word restriction.
As always, we will keep you up to date as more information emerges.
Restrictions on Vape Displays and Packaging
The potential legislation could implement changes in how vapes can be displayed in shops. It is also pushing forward a law that will restrict packaging of all nicotine products and vapes.
Similar to cigarettes, we could see standardised white packaging implemented, with the aim to limit the appeal of vaping to children. But this could directly affect brand identity.
Vapes could also be kept behind the counter on covered shelves, just like tobacco products.
Statement from IBVTA Chairman and TECC CEO Marcus Saxton:
"There are things to be welcomed in this Bill, such as strengthened powers of enforcement against retailers who engage in illegal sales. However, there is also a danger that with so many legislative avenues being sought to reduce youth uptake of vaping, 'regulatory overkill' may hamper the future of vaping as the UK's leading quit aid for adults.
“Excessive restrictions on the types of products that our members can provide may reduce the products' appeal. Even worse, they may contribute to continued misperceptions about the harm of vaping relative to tobacco smoking. Specifically, the role of flavours in supporting adult smokers to a successful quit attempt is accepted and understood by most public health stakeholders, and we believe to have been fundamental to the success of vaping in reducing smoking rates. Therefore, any reference to potential powers to restrict flavours is very worrying, as it threatens the government's own goal of the UK becoming smoke free by 2030. It is vital that more smokers understand that switching to vaping is of much lower harm, and can help them to quit smoking for good” (7).
What Happens Next?
The role out of the Tobacco and Vapes Bill will begin on 29th October 2026 until mid 2027. Over this time we could see further progression with new laws set to be implemented.
At The Electronic Cigarette Company, our priority remains to ensure all our products are fully compliant and abide all requirements.
As always you will find the latest updates on our TECC Blog as more details emerge.
Sources
(1). GOV.UK. (11/08/2026). Selling vaping and nicotine products.
(2). ASH. (2026). Youth vaping: the facts.
(3). GOV.UK. (10/07/2026). Ministers Launch Crackdown on Vapes Targeting Kids.
(4). ASH. (22/10/2026). 6 in 10 young people who have ever smoked regret it, as 100-day countdown to a smokefree generation begins.
(5). Health Media, GOV UK. (01/06/2026). Ending the advertising and sponsorship of vaping and nicotine products from 1 June 2027.
(6). The Business Desk. Blackburn vaping company under fire for marketing style.
(7). IBVTA. IBVTA statement on the Tobacco & Vapes Bill.
