Are Nicotine Pouches Legal in England?

TL;DR

Nicotine pouches are legal to buy and use in England and are different from snus, which remains banned. They are tobacco-free, smokeless products that may offer a lower-risk alternative to smoking for adult nicotine users, but they are not risk-free and still contain nicotine.

Introduction

Nicotine pouches are becoming increasingly popular and a favoured alternative to cigarettes and even vaping. However, within the UK, the laws and regulations that surround them are often unknown.

So if you are one of the many who are often confused about nicotine pouches' legality, how they work or whether they can be purchased online, you are reading the correct blog. In this blog, we will break down the rules and regulations surrounding nicotine pouches, compare nicotine pouches to vaping and hopefully help you in finding the most suitable option for you, if you do so choose to move over to nicotine pouches.

Are Nicotine Pouches Legal in the UK in 2025?

Fortunately, it’s a yes. Nicotine pouches are legal to purchase and use within the UK¹. They are currently only regulated under general consumer product safety regulations. As it stands, they are not regulated by the same laws as tobacco and vaping are, which means technically, minors can purchase nicotine pouches².

There is to be an update to the Tobacco and Vapes Bill, where the government is likely to regulate nicotine pouches to ensure they are not available to minors, are not marketed and have lower nicotine strengths.

What UK law currently says about nicotine pouches

As it stands currently, in the UK, there is a lack of regulation and rules surrounding nicotine pouches, as they are not governed by the Tobacco and Vapes Bill. Instead, they currently fall under the GPSR 2005 (General Product Safety Regulations), meaning safety information is generally required³. Let's break down exactly what the UK law looks like when it comes to nicotine pouches.

Age of sale

Because nicotine pouches fall outside existing tobacco and vaping legislation, there is currently no legal ban on their sale to under-18s.

This is due to pouches being regulated by the GPSR 2005, which doesn’t cover nicotine regulation or age of sale of nicotine products. Currently, the Tobacco and Related Products Regulations 2016 (TRPR), and the MHRA oversees the safety of e-cigarettes.

Under the TRPR, tobacco and vaping products can only be sold to users who are over the age of 18, whether online or in person.

Advertising and marketing

Unlike cigarettes and vaping products, nicotine pouches can currently be promoted through a range of different media formats, be that at your local bus stop or on your social media feed. Nicotine pouches must, however, still adhere to ASA guidelines⁴, meaning advertising must not target children and must remain socially responsible, leaving space for brands to find loopholes as specific laws are left untouched.

Currently;

• There is currently no legal requirement to restrict the in-store display of nicotine pouches.

• Social media is allowed, as long as what is posted does not specifically target young children.

• There have been concerns raised regarding the packaging and flavours of pouches being perceived as appealing to minors.

• Retailers can display them for promotional purposes, with no explicit ban on where this is or isn't acceptable.

Nicotine strength limits

In the UK, when it comes to nicotine pouches, at present, there is no limit on nicotine strength in nicotine pouches. However, there are standards and recommendations advised by the British Standards Institution (BSI), which aim for 20mg per pouch⁵.

Currently;

• No legal cap is set in stone just yet. Lacking specific UK legislation that sets maximum nicotine levels.

• Legitimate retailers often stick to 20mg per pouch for resale, aligning with Swedish standards and the BSI advice.

• On the market, there are currently low strengths (3mg) up to ultra-strong (20mg per pouch).

• Extremely strong pouches are on the market (30mg - 100mg per pouch), but are often sold online or by unregulated distributors.

What’s changing? The Tobacco and Vapes Bill and what it could mean for pouches

Due to the public opinion on smoking and vaping, the government has responded with new regulations, which will be introduced for nicotine pouches. This bill is currently working its way through the government.

The Conservative Government released a factsheet which stated the plans to create rules and regulations regarding nicotine pouches. The purpose is to remove loopholes and enforce tighter control over underage smokers and vapers. This has since been picked up by the Labour Government, who are now making a new version of the bill. So what will change? Let's delve in.

Under-18 sales ban (proposed)

• Ban on the sale of pouches to anyone who is under 18.

• Would match up with the current age limit for cigarettes and vapes.

• Mandatory age verification is needed for all retailers.

• Penalties and enforcement can be made if the rules aren't abided by.

• No impact on adult consumers if implemented.

Powers to restrict flavours, packaging, and in-store display

• Flavours will be regulated, alongside branding and presentation.

• Measures to tackle youth appeal, not banning pouches outright.

• Restrictions could include: flavour names, certain flavours, bright packaging and eye-level displays.

Potential nicotine limits are actively being discussed

• Nicotine strength limits are being considered.

• No numbers or thresholds have been set.

• Any cap would likely aim to reduce dependency risks.

• Adult harm reduction is still part of the conversation.

• At this stage, this remains a discussion rather than a policy.

Where it sits right now in Parliament readings

Regulation of nicotine pouches in the United Kingdom is moving through Parliament under the Tobacco and Vapes Bill. The bill is currently at the report stage in the House of Lords. Its third reading is expected in early 2026, ahead of possible Royal Assent.

Snus vs Nicotine Pouches - What's the Difference?

Nicotine pouches often get mistakenly referred to as ‘snus’, especially on social media by their users. Although they may look similar, they are entirely different to one another in many ways. Let’s see how exactly they compare.

Snus is illegal in the United Kingdom because it is classed as a harmful oral tobacco product. The ban is driven by public health concerns and a long-standing policy to block new smokeless tobacco products.

Why Are Nicotine Pouches Becoming So Popular in the UK

There are many reasons why nicotine pouches are becoming and are expected to become more and more popular with time in the UK alone.

• Incognito & Convenient: They are incredibly discreet to use and carry around. Perfect in situations and environments where vaping or smoking isn't permitted, i.e., public transport, in meetings.

• Perceived as Healthier: Smokers are typically the users who make the switch to smokeless products and are not seen as damaging to cardiovascular health.

• Variety of Flavours: A wide array of flavours to choose from on the market. Easy to buy into.

• Legal Loopholes: Can come in high nicotine strengths due to a lack of regulations in place with pouches, as it stands, which tends to attract users.

• Disposable Ban: The disposable ban saw users looking for an alternative to single-unit bars.

• Social Media & Marketing: Influencers on social media platforms, especially Tiktok often promote pouches.

Cost comparison

Costs vary by product, but the gap between smoking and alternatives is wide. The table below compares typical UK spending on nicotine pouches, cigarettes, and vaping for regular users.

Buying nicotine pouches online in England

When purchasing nicotine pouches online in England, the process is easy. However, you should prioritise quality and transparency. Simple checks can help you ensure reliability and avoid products with inadequate labelling from untrustworthy vendors.

🔞 Age checks
Look for age verification during checkout. Reputable retailers do not skip this step.

📦 Clear labelling
Nicotine strength and ingredients should be easy to find before purchase.

🏪 Trusted sellers
Choose retailers with UK contact details, clear policies, and transparent pricing.

Final thoughts

Nicotine pouches are legal to buy and use in England and are different from snus, which remains banned. They are tobacco-free and commonly used by adult consumers as a smokeless alternative to smoking or vaping.

The legal standing of nicotine pouches in the UK is poised for a shift with the introduction of the Tobacco and Vapes Bill. Rather than imposing an outright ban, the government intends to integrate pouches into a more defined regulatory structure.

A wide range of nicotine pouch strengths and flavours are available in the UK, allowing users to choose an option that suits their needs.

FAQs

Sources

(1) Tobacco and Related Products Regulations 2016 - legislation.gov.uk

(2) Tobacco and Vapes Bill 2023–25 - parliament.uk

(3) General Product Safety Regulations 2005 (GPSR) - legislation.gov.uk

(4) Advertising Standards Authority (ASA) - UK Advertising Codes

(5) British Standards Institution (BSI) - Guidance on Nicotine Products