New Restrictions on Vaping and Nicotine Product Advertising from June 2027

The UK Government has confirmed that new restrictions on the advertising and sponsorship of vaping and nicotine products will come into force from 1st June 2027 under the Tobacco and Vapes Act 2026.

The legislation introduces a comprehensive ban on the advertising and promotion of vaping products, nicotine pouches, herbal smoking products and cigarette papers. The measures will apply across the UK and extend existing restrictions already in place for tobacco products.

Under the new rules, businesses will be prohibited from publishing, distributing or sponsoring advertisements that promote these products. The ban will cover a range of channels, including online advertising, paid digital marketing, social media promotions, billboards, posters, shop window advertising and sponsorship agreements.

Retailers will still be able to provide factual, non-promotional information about products they stock, including on websites and in-store. However, content designed to encourage or incentivise purchases may fall within the scope of the restrictions.

The Government says the changes are intended to address concerns around youth awareness of vaping and nicotine product marketing, while maintaining access to information for adult consumers. It has also confirmed that exemptions will remain for certain public health campaigns and smoking cessation initiatives.

The Government will now develop the secondary legislation and publish guidance ahead of implementation to help businesses understand and prepare for the new requirements before they take effect in June 2027.

For more information go to: Ending the advertising and sponsorship of vaping and nicotine products from 1 June 2027