Regulation · Regulation
UK Nicotine Advertising Rules Are Changing: What the Planned June 2027 Ban Means
The Tobacco and Vapes Act 2026 ends the advertising and sponsorship of vapes and nicotine products such as pouches. The government intends it to apply from 1 June 2027.
The Tobacco and Vapes Act received Royal Assent on 29 April 2026. Among its measures is a ban on the advertising and sponsorship of vaping and nicotine products, including nicotine pouches.
When it starts
The Department of Health and Social Care says its intention is for the ban to come into force across the UK from 1 June 2027.
Why the government is doing it
DHSC points to rising awareness of promotion among young people. It says awareness of nicotine pouch promotion among young people grew from 38% in 2024 to 43% in 2025. Existing rules mainly covered tobacco and nicotine vapes, leaving other nicotine products without advertising restrictions.
What it could mean
- The ban mirrors long-standing tobacco advertising restrictions.
- Campaigns run on behalf of a public health authority are covered by a defence in the Act.
- The Act also gives ministers powers to restrict packaging, display and product content, which will need further consultation.
Detailed guidance for retailers and publishers has not yet been published. We will update this article when it is. Separate rules, including an age of sale of 18, start on 29 October 2026.
Sources
- Ending the advertising and sponsorship of vaping and nicotine products from 1 June 2027, Department of Health and Social Care (1 June 2026)
- Tobacco and Vapes Bill becomes law, GOV.UK (29 April 2026)
- Tobacco and Vapes Act 2026, legislation.gov.uk
Spotted something out of date? Tell us. Read how we work in our editorial policy.