Campaigners have called for ministers to immediately use new powers in the Tobacco and Vapes Bill to introduce a 20mg cap on nicotine pouches.
Considerate Pouchers UK, alongside supporters of its 20isPlenty campaign, is urging swift action to close what it describes as a clear regulatory gap in the oral nicotine market.
The new law introduces fixed penalties and stronger criminal sanctions for retailers, but campaigners argue enforcement alone will not prevent the rapid growth of ultra-high-strength products without a clear legal cap.
The Bill grants the Department of Health and Social Care (DHSC) powers to regulate product contents, packaging, and marketing.
While MPs rejected amendments to introduce a 20mg limit during its passage, ministers retain the authority to implement a cap through secondary legislation.
Campaigners warn that without a defined strength limit, the market will continue to be dominated by high-strength products, including some advertised online at up to 150mg per pouch, far beyond what is needed for smoking cessation.
The 20isPlenty campaign argues that a 20mg limit represents a “Goldilocks” threshold – strong enough to support smokers switching, but avoiding unnecessarily high doses.
Richard Crosby, Director of Considerate Pouchers UK, said:
“The Tobacco and Vapes Bill gives ministers the power to regulate nicotine pouches for the first time. The 20isPlenty campaign is calling for those powers to be used immediately to introduce a 20mg cap.
“Most of the UK’s 350,000 pouch users are current or former smokers. Without a clear limit, ultra-high-strength products risk rapidly expanding in the market and undermining the goal of a smoke-free generation.”
The campaign is backed by We Vape, Ecigclick, Planet of the Vapes, and the Snus and Nicotine Pouch Users Alliance.
It points to Sweden, which reached “smoke-free” status (defined as under 5% daily smoking) in 2025, as evidence that regulated oral nicotine products can support harm reduction.
The Bill is expected to receive Royal Assent shortly, after which ministers will be able to introduce secondary legislation, including limits on nicotine pouch strength.
Key Stats & Evidence Table
| Metric | UK (Current) | Sweden (2026 Status) |
| Daily Smoking Rate | ~11.9% | <5% (Smoke-Free) |
| Nicotine Pouch Regulation | No statutory strength limit | Regulated with clear standards |
| Tobacco-Related Deaths | High (80K+ Annualy) | Lowest in EU (90 per 100k) |
| Most Effective Quit Aid | Vaping / NRT | Nicotine Pouches, Vaping, Snus |
Bill Powers
- Set Nicotine Limits: The Bill allows for statutory limits on the amount of nicotine per
individual pouch. - Restrict Flavours & Branding: Ministers can now prohibit sweet-themed names and
“cartoonish” packaging that might appeal to youth. - Enforce Age of Sale: While many retailers already follow a voluntary 18+ rule, the Bill
makes selling pouches to minors a criminal offence with on-the-spot fines. - Regulate Point of Sale: The government can control how these products are displayed in
shops to ensure they aren’t positioned next to confectionery.
For more information contact: richard@oismedia.group
