PRESS RELEASE
New survey uncovers the UK public’s response to expanding government regulation
According to data released today, 41% of Brits and 47% of Gen Z Brits believe the UK is becoming a nanny state, highlighting what could be growing discomfort with ever-increasing government control over personal choices.
The research, commissioned by online nicotine pouch retailer Northerner, was undertaken to understand the public’s opinion on the trend of increasing government regulation of what had been considered people’s private lives. These include a ban on advertising junk food before 9 pm, proposals to ban vaping in public spaces, and the introduction of digital ID cards.
Although concerns about a growing nanny state have traditionally been associated with older or more conservative voters, this research suggests that younger generations may also be showing signs of fatigue with increasing state control. The results showed that people aged 18-24 actually felt the most strongly about the issue, with 47% agreeing that the UK is becoming a nanny state.
By contrast, only 32% of those aged 45 to 54 felt the UK was becoming a nanny state, making them the least likely of any age group to share that view. This generational divide points to shifting attitudes among younger Brits, who appear more resistant to government regulation than most might expect.
While we might expect younger people to be in favour of more progressive policies, it’s clear that a large proportion in this demographic are becoming increasingly frustrated with overreaching policies. A poll by More in Common* found that 25% of 18 to 24-year-olds and 29% of 25 to 34-year-olds may vote for Reform, a party that has made it clear they want to scale back nanny state policies.
And, it’s a sentiment that reflects a broader trend, too. The UK currently ranks 7th out of 29 countries in the 2025 Nanny State Index**, which measures government intervention on lifestyle choices such as food, alcohol, smoking and vaping. The ranking means the UK is considered in the ‘least free’ category and has a much stronger tendency towards nanny state policies than many of its European neighbours in terms of lifestyle regulation.
Markus Lindblad, Head of Legal and External Affairs at Northerner, said: “When 41% of the public says they believe the UK is becoming a nanny state, policymakers would be wise to pay attention. It is a fine line between protecting and controlling the public, and it seems many people feel this line is being crossed. The reality is that the ‘positive’ effects of many nanny state policies have not materialised. For example, regulations like calorie labelling on menus or the disposable vape ban have not delivered the expected results. If the public does not see any real improvement to their lives from these additional regulations, then it is reasonable for them to question whether the UK is becoming a nanny state, especially when there are so many big challenges that need to be addressed.”