Navigating the Changing Regulation of Nicotine Pouches in the UK

The landscape for nicotine pouches is changing fast. For brands, retailers, and adult users alike, it’s important to stay informed about upcoming regulations. At Hama, we believe in transparency and responsible usage, and that means understanding how laws will affect the market for tobacco‑free oral nicotine pouches.

Where things currently stand

According to ASH, in Great Britain, nicotine pouches are currently only regulated as general consumer products, not under the same strict regulations as tobacco or some vaping products. That means age‑of‑sale restrictions, nicotine‑strength limits and targeted advertising rules are still evolving. ASH+1 Meanwhile, Trading Standards has warned of illicit, high‑strength pouches being sold without proper labelling. ITVX+1

What’s on the horizon

Legislation such as the upcoming Tobacco and Vapes Bill is expected to bring nicotine pouches into tighter regulation: minimum age of sale (18+), advertising restrictions, flavour and strength controls. For example, children’s exposure and youth uptake are key concerns. The Guardian+1

What this means for users

For adult users:

• More confidence in sourcing legitimate, properly labelled products.

• Clearer age‑verified purchasing for brands that commit to responsible marketing.

• Possible changes in strength levels, flavour availability or packaging over time.

Regulation can feel complex, but it ultimately brings clarity, protection and legitimacy to the nicotine pouch category. At Hama, we see this as a positive step for adult users, brands and the industry. Stay tuned, and stay informed.