Campaigners have called for ministers to immediately use new powers in the Tobacco & 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, campaigners said.
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’s needed for smoking cessation.
The 20isPlenty campaign argues that a 20mg limit represents a threshold that’s strong enough to support smokers switching, but avoiding unnecessarily high doses.
Richard Crosby, director at Considerate Pouchers UK, said: “The Tobacco & 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, ultrahigh-strength products risk rapidly expanding in the market and undermining the goal of a smoke-free generation.”
The campaign is already 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.
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