Smokers Deserve Safer Options – Let’s Keep Pouches Accessible.

With millions of smokers looking for safer alternatives, the UK Government has a duty to set clear guardrails that protect consumers while keeping nicotine pouches available.

A sensible 20mg strength cap will keep products effective for adult smokers, but reduce risks of misuse and misuse by young people.

Consumers must act NOW to protect access to pouches and support a proportionate strength cap. Tell the UK Government that #20IsPlenty.

Respond to Government Consultation

CAMPAIGN OBJECTIVES

As the UK shapes its domestic nicotine policy ahead of international scrutiny:

We are calling on the UK Government to introduce a 20mg cap on pouch strength – a balanced, evidence-based measure.

We want to ensure that pouches remain available as a harm reduction option for smokers who don’t vape or can’t quit with other tools.

We believe age checks and strength limits are the right guardrails – protecting youth while preserving adult access.

Harm reduction must remain at the centre of UK tobacco policy, with nicotine pouches recognised alongside vaping as part of the solution.

Write To Your MP

NICOTINE POUCHES: A NEW HARM REDUCTION SUCCESS STORY

Over 350,000 UK adults already use nicotine pouches.

Most pouch consumers are former or current smokers, not never-smokers.

Public Health experts agree: pouches are far safer than smoking and provide another route out of cigarettes.

“Nicotine itself does not cause cancer, lung disease, heart disease or stroke and has been used safely for many years in medicines to help people stop smoking.”
– NHS UK

TELL THE UK GOVERNMENT: #20IsPlenty

The UK has an opportunity to lead with proportionate regulation – not bans or over-reach.

Without a strength limit, ultra-high-dose products risk damaging consumer trust and fuelling the arguments of those who want pouches banned altogether. With a 20mg cap, the UK can strike the right balance: strong enough for smokers, safe enough for sensible regulation.

We must act NOW to protect access, protect consumers, and show that harm reduction works when done responsibly.

Nicotine pouch users MUST have a voice. Join our campaign today to ensure the UK leads the way with smart, evidence-based regulation.

Write to Your MP – Tell Them Why #20IsPlenty

LEARN MORE ABOUT #BACKVAPINGSAVELIVES CAMPAIGN

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