The UK government will ban the advertising and sponsorship of vaping and nicotine products from 1 June 2027, introducing one of the most significant changes to vape marketing rules in recent years.
The measure forms part of the new Tobacco and Vapes Act 2026, which became law in April and is designed to reduce the appeal of vaping and nicotine products to children and young people.
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The ban will apply across the UK and will affect manufacturers, retailers, distributors, event organisers and media businesses involved in vape and nicotine product promotion.
Under the new rules, businesses will no longer be able to advertise vaping products or other consumer nicotine products through paid promotions, sponsorship agreements or a wide range of marketing activities.
The government said the restrictions are intended to prevent young people from being exposed to nicotine marketing while maintaining access to products for adult smokers seeking alternatives to cigarettes.
New restrictions for vape marketing
The advertising ban extends existing tobacco advertising controls to vaping products and other nicotine products. From June 2027, businesses will be prohibited from promoting these products through sponsorship deals, online advertising, social media marketing, posters and other promotional channels.
The legislation follows growing concern among policymakers about youth vaping and nicotine use. The government has argued that marketing, branding and promotional activity can increase the attractiveness of these products to younger consumers.
The new restrictions will sit alongside wider powers allowing ministers to regulate product packaging, branding, displays and other features that may appeal to children. Those measures are expected to be introduced following future consultations.
Impact on retailers and brands
For retailers and vape brands, the changes will require a review of marketing strategies well before the June 2027 implementation date.
Guidance published by local government bodies indicates that the ban will cover websites, social media promotion, influencer marketing, digital advertising, email campaigns, sponsorship agreements and in-store promotional materials designed to encourage sales.
Retailers will still be able to provide information necessary for selling products but will not be permitted to use promotional advertising techniques.
The restrictions are expected to affect a broad range of businesses across the retail supply chain, including specialist vape retailers, convenience stores, wholesalers, manufacturers, event organisers and advertising agencies that work with nicotine product brands.
The UK’s advertising regulator has already advised marketers that the Tobacco and Vapes Act introduces new restrictions and that further updates to advertising codes are likely as implementation approaches.
Part of wider tobacco and vaping reforms
The advertising ban is one element of a wider package of tobacco and vaping regulations introduced under the Tobacco and Vapes Act 2026.
The legislation creates what the government describes as a “smoke-free generation” by making it illegal to sell tobacco products to anyone born on or after 1 January 2009. The law also introduces measures covering vape displays, product standards, retail licensing powers, age restrictions and enforcement.
According to the government, smoking remains the leading preventable cause of death in the UK, accounting for around 80,000 deaths annually. Ministers argue that tighter controls on tobacco, vaping and nicotine products will help reduce future health risks and discourage nicotine addiction among young people.
For the retail sector, the June 2027 deadline provides a transition period to prepare for a marketing environment in which vape advertising and sponsorship will no longer be permitted, bringing the category closer to the restrictions already applied to tobacco products.
