We Vape and more launch campaign to ban super strong nicotine pouches

A new online campaign to fight for proper regulation of nicotine pouches – including strength caps and a ban on advertising to children - has been launched by harm reduction campaigners We Vape and others today (27 October).

The 20IsPlenty initiative calls for a 20mg maximum strength, and better government public awareness programmes about the safety and effectiveness of harm reduction measures like pouches and vaping, to an increasingly misinformed public.

The goal is to make clear that properly regulated pouches could be the greatest global health innovation of the 21st century.

With the majority of the UK’s 350,000 pouch users being current or former smokers trying to quit, 20IsPlenty champions their rights and demands unscrupulous traders and manufacturers are punished for targeting kids.

The campaign is backed by some of the largest UK consumer advocacy groups, who wish to see an end to the tens of thousands of British citizens who die prematurely each year from smoking.

These include We Vape, Considerate Pouchers, The Snus and Nicotine Pouch Users Alliance, as well as online publications Ecigclick and Planet of the Vapes. They also warn against overly strict regulations or pouch bans that could limit access and reduce the number of people using them to quit smoking.

The 20IsPlenty website - launched as the Tobacco and Vapes Bill reaches the committee stage today - aims to ensure nicotine pouches remain available and accessible, alongside vaping and other quitting aids, as part of the government’s ambition for a smoke free UK. Consumers can also find support and links to getting involved in the Tobacco and Vapes Bill consultation, and help with writing to their local MP.

20IsPlenty organiser and harm reduction campaigner, Mark Oates (left), said: “Nicotine pouches provide millions of smokers with an effective way to quit cigarettes, reclaim their health, and consume nicotine in a much cleaner, safer way.

“The launch of 20IsPlenty represents a crucial step in making sure the government truly listens to consumers and embraces harm reduction as the backbone of sensible, effective tobacco policy.

”Strong, evidence-based public awareness campaigns are also needed to dispel harmful misinformation about nicotine pouches.”

“Strong, evidence-based public awareness campaigns are also needed to dispel harmful misinformation about nicotine pouches, and other nicotine systems, like vaping, to arm smokers with the knowledge to make life-saving choices as we work toward a smoke-free UK.

“As the government considers the Tobacco and Vapes Bill, we urge everyone who cares about access to safer products to join our campaign today, and help shape a healthier future.”

A 20mgs strength limit for pouches already has some cross party support, with suggested amendments put forward by Mary Glindon MP. This was ignored, but as the Tobacco and Vapes Bill reaches committee stage today, a ban on high strength pouches has also been recommended by three opposition members of the House of Lords.