The UK government confirmed that nicotine pouches are likely lower-risk alternatives to smoking, recognizing them as a distinct product category under the upcoming Tobacco and Vapes Bill. In response to campaigners advocating for a 20 mg nicotine strength cap, officials emphasized that any future regulations will be evidence-based and proportionate, aiming to protect public health while avoiding rules that could push adults back to smoking. Sales to under-18s will remain illegal, and the Department of Health and Social Care highlighted concerns about youth uptake, particularly among young men.
Campaign groups, including 20isPlenty, We Vape, and Considerate Pouchers, welcomed the acknowledgment, noting that government recognition of nicotine pouches’ lower risk and separate status from cigarettes marks a major concession. Officials also confirmed that upcoming regulations on flavors, ingredients, packaging, and display will be subject to consultation, allowing stakeholders to advocate for measures that preserve adult access while limiting youth appeal.
Further research into nicotine products and vaping has been commissioned, including a “living evidence map” by the National Institute for Health and Care Research to inform policy development. The Tobacco and Vapes Bill, currently awaiting report stage and third reading in the House of Lords, will also implement the government’s “smoke-free generation” plan, banning tobacco sales for anyone born on or after January 1, 2009, starting in 2027.