A leading European tobacco control expert is encouraging elected representatives in Scotland and across the UK to dismiss tobacco industry attempts to weaken measures in the UK Government’s four-nations Tobacco and Vapes Bill which is progressing through Westminster.
The call comes ahead of Lilia Olefir, Director of the Smoke Free Partnership (a European coalition of tobacco control non-governmental organisations), leading a discussion as part of ASH Scotland’s Learning Week yesterday (10 February) about the importance of regulating emerging addictive and health harming tobacco and nicotine products.
Alarm is being raised by public health experts as tobacco companies including Philip Morris International, British American Tobacco (BAT), Imperial Brands, Japan Tobacco International (JTI) and Altria have moved into the nicotine pouch market, which is estimated to be worth $2 billion globally, through developing their own products or acquiring companies which produce nicotine pouches.
Nicotine pouches, which are placed under the top lip, are teabag-like products filled with a fibrous white powder and infused with nicotine and ingredients such as sweeteners and flavourings that are released during use.
A health risk assessment on nicotine pouches by the German Federal Institute for Risk Assessment concluded that high levels of nicotine, which has strong effects on the cardiovascular system, is a health risk. Pouches present high risks for children, pregnant and breastfeeding women, and people with cardiovascular disease.
Lilia Olefir, who is also the Global Alliance for Tobacco Control Coordinator for Europe and won the 2024 Judy Wilkenfeld Award for International Tobacco Control Excellence, said: “The tobacco industry is strategically marketing new nicotine to target young people, claiming that novel products have lower health risks, while simultaneously lobbying to avoid regulation on them for as long as possible.
“The rise in use of novel products by young people is extremely alarming and that’s why updating legislation is vital to address concerns about young people’s access to emerging tobacco and nicotine products.
“Annual tobacco industry spending on lobbying activities in the EU is at an all-time high of €19 million and their interference remains the largest obstacle to the implementation of effective tobacco control policies to protect children and young people.
“It’s not a surprise ASH Scotland’s analysis has found many concerning industry-connected arguments against restrictions that can be enabled by the UK’s Tobacco and Vapes Bill, which parliamentarians would be wise to ignore for the benefit of younger people’s health.”
In March 2023, Belgium became the first nation in the EU to ban nicotine pouches, followed by the Netherlands a month later, and France decided in February 2025 to introduce a ban.
In Scotland and across the UK, nicotine pouches are currently not covered by tobacco or e-cigarette regulations so are not required to adhere to the same controls on advertising and retail displays as tobacco nor age of sale restrictions that are in place for cigarettes and nicotine containing vapes.
Strong measures to restrict the advertising and promotion of nicotine pouches will be introduced in the event of the Tobacco and Vapes Bill being passed.
Sheila Duffy, Chief Executive of ASH Scotland, said: “The evidence presented by the Smoke Free Partnership and ASH Scotland’s analysis suggests that the tobacco industry is aiming to attract youths to use its new addictive and health harming products such as nicotine pouches to maintain a sizeable customer base in the UK and across Europe to enable the generation of huge profits into the future, at a considerable cost to the health of our young people.
“We have seen a disturbing increase in marketing campaigns promoting nicotine pouches in Scotland in recent months, including the provision of free samples in major train stations and a proliferation of shop window posters which are seen by children and young people.
“We welcome the robust measures in the Tobacco and Vapes Bill which proposes to restrict the advertising and promotions of nicotine pouches and vapes to reduce their visibility and availability and protect the health of children now and of future generations.
“We strongly urge elected representatives in Scotland and across the UK to reject the destructive interference by the tobacco industry and its profit-motivated business associates who are not public health stakeholders and should never be treated as such.”
