United Kingdom: Experts support stricter regulations on tobacco and vaping

A total of 1,845 health and education professionals, including leaders of health charities, think tanks, and education experts, have signed an open letter addressed to the British Health Minister.[1]. They are calling on the government to maintain its proposals to strengthen rules on the packaging, appearance, and presentation of tobacco products, e-cigarettes, and other nicotine products, ensuring these rules are "evidence-based, proportionate, and essential to protecting children from the marketing of tobacco and nicotine products." This mobilization comes as a government consultation, focusing on the packaging, appearance, and presentation of tobacco, vaping, and nicotine products, concluded on October 2nd as part of the implementation of the Tobacco and Vapes Act, adopted in April 2026. Representatives from the cigar, tobacco, and vaping industries are campaigning against certain proposed provisions and encouraging businesses and consumers to participate in the government consultation to oppose the measures.

The signatories of the letter urge the authorities not to weaken the proposed measures. They believe that sufficiently comprehensive rules are necessary to prevent regulatory loopholes from being exploited and to protect children and adolescents from the marketing of tobacco and nicotine products.

Regulatory gaps to be filled regarding cigars and cigarillos

Currently, large cigars and individually wrapped cigars are not required to display health warnings combined with a photo and text. Packaging varies considerably for these products. Furthermore, cigarillos are permitted to be sold in packs of 10, with menthol and other flavors. They can also be sold individually.

According to a YouGov poll of over 2,100 British adults commissioned by Action on Smoking and Health (ASH) during the consultation period, 60% of the British population support extending plain packaging requirements to cigars, compared to 9% who oppose it. Support is highest among those who declared their intention to vote, regardless of party affiliation: 70% of Labour voters, 72% of Liberal Democrat voters, 71% of Green voters, and 56% of Conservative voters. Among those planning to vote for Reform UK, 46% support the measure and 8% oppose it, while 43% are undecided.

The cigar industry opposes the extension of plain packaging, as it did when it was introduced for cigarettes and rolling tobacco. According to ASH, however, cigar sales have increased since this exception was implemented, while cigarillo consumption is a growing issue among young people.

Restrictions are also being sought on the marketing of electronic cigarettes to protect young people.

The results of this survey complement previous ASH/YouGov data on the marketing of e-cigarettes. 79% of Britons support a ban on packaging names that evoke sweets, cartoons, and bright colors. 71% favor restrictions on how flavors are presented, particularly when their names might appeal to children. The open letter calls on the government not to give in to pressure from tobacco and vaping product manufacturers, in accordance with Article 5.3 of the WHO Framework Convention on Tobacco Control (FCTC), which the country has ratified, and to implement all the proposed measures.

Representatives from ASH, NASUWT, the Royal College of Paediatrics and Child Health, Cancer Research UK, and the King's Fund are calling on the government to maintain comprehensive regulation[2]. They specifically highlight the risks associated with the normalization of nicotine use among young people and the need to prevent marketing practices that target them. They call for regulations covering all relevant products, limitations on their visibility and appeal, and effective enforcement of the regulations. The letter concludes by urging the British government to implement the proposals in full and to make the protection of public health the primary decision-making criterion. the regulation of tobacco and nicotine products.

According to the latest available data from the ASH/YouGov 2026 survey, conducted among 2,926 young people aged 11 to 17 in Great Britain, 19% of British 11-17 year olds have already tried e-cigarettes and 6% are currently vaping, following a sharp increase since 2021.

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[1]Hundreds of professionals urge Government to stand firm on tobacco and vape regulations as consultation closes, Action on Smoking and Health UK, published on October 2, 2026, accessed on October 5, 2026

[2]Re: protecting children from tobacco and nicotine marketing, support from over 1800 health and education professionals, Open letter, published on October 2, 2026, accessed on October 5, 2026

National Committee Against Smoking |