Have Your Say on UK Nicotine Pouch Packaging Rules

The objective is to reduce the appeal of nicotine products to young people, but many argue that the measures would not address youth access and would instead restrict adult choice and make it easier for black market sellers to operate. 

The UK government has opened a consultation on these proposals, so you can have your say before they are introduced. 

• The UK Government is consulting on new rules for nicotine pouches and vaping products.
• Proposals include standardised packaging, restrictions on colours and tighter limits on flavour descriptions.
• Haypp supports measures to protect young people but argues that regulations should be based on evidence and targeted at youth access.
• Consumers can submit their views to the consultation until 2nd October 2026.

The UK Government has launched a consultation on new rules that would significantly change how nicotine pouches and vaping products are designed, packaged and marketed.

The proposals include restrictions on packaging colours, tighter rules on images, logos and branding, and limits on how flavours can be described. The measures would apply to both vaping products and nicotine pouches.

One of the most controversial proposals would only allow products to be described using a single primary flavour. Some flavour names linked to desserts, confectionery and drinks could also be banned.

Haypp is submitting a detailed response to the consultation, questioning several aspects of the proposals. The company argues that there is currently no clear scientific evidence showing that broad restrictions on colours, packaging design and flavour descriptions would reduce youth use.

“Reducing youth nicotine use is an important public health objective and one that should remain a priority. However, regulation must be proportionate and evidence-based. Colours, packaging and flavour descriptions help adult consumers understand the differences between products, nicotine strengths and flavour profiles. Before removing these tools, there should be clear evidence that doing so would deliver a measurable public health benefit,” said Dr Marina Murphy, Head of Scientific Affairs at Haypp Group.

The government’s proposal contains strict measures on how nicotine pouches would be packaged and branded. Pouches would need to be sold in a plain white can, with:

• No images or logos
• No branding
• Standardised package shape, size and materials

There are several problems with this proposal. For one, plain packaging stigamatises nicotine pouches and makes them less attractive to adult nicotine users. As one of the least harmful nicotine products, the policy goal should be to encourage adult nicotine users to switch to pouches. Plain packaging would also mean competition between brands is based mainly on price or existing brand recognition, which limits innovation and makes it harder for potentially better products to enter the market. Finally, it is not clear that plain packaging is the right measure to restrict youth access to pouches. Pouches have been available in the UK in a wide range of colours and flavours for several years, but youth uptake has remained very low. 

The negative impact of plain packaging on adult consumers far outweighs any positive impact the measure might have on youth access. 

Flavour descriptions are one of the key issues in the consultation. The proposal would ban concept flavour names such as ‘unicorn dream’ or ‘mint blast’. It would also ban flavour names based on confectionery and desserts, such as ‘cheesecake’ or ‘brownie’. Fusion flavours such as ‘mint chocolate’ or ‘watermelon ice’ would no longer be allowed.

Consumers should be given clear and accurate information about what they are buying, and so Haypp supports action against fantasy names that do not accurately describe a product's flavour. However, the company believes adults must still be able to understand a product's flavour profile from the description.

“There is a clear difference between marketing aimed at children and providing accurate product information to adults. Descriptions such as ‘mint chocolate’, ‘blueberry raspberry’ or ‘coffee caramel’ provide meaningful information to help consumers understand what a product actually tastes like. Removing these descriptions would make it harder for adults to make informed choices, despite there being little evidence that such restrictions would reduce youth uptake,” said Dr Murphy.

Fusion flavours are increasingly popular with adult consumers, and obscuring the real flavours of a product would be an unreasonable measure in the absence of clear evidence that it will reduce youth appeal.

Haypp supports several elements of the Government's proposals, including requirements for child-resistant and tamper-evident packaging, as well as clearer information about ingredients and nicotine strength.

The company believes regulation should focus on robust age verification, enforcement and measures that specifically target products designed to appeal to minors, rather than broad restrictions that affect all adult consumers and businesses.

These proposals could change the future of nicotine pouches and vaping products in the UK. For adult consumers, the practical impact would be felt in two main ways: how products are presented on the shelf, and how clearly flavours can be described.

If you use nicotine pouches or vapes, this is your chance to speak up before decisions are made. Once the consultation closes, that opportunity is gone.

The consultation is an online survey called the Tobacco and vapes: packaging, appearance and display - Department of Health and Social Care. Here is a step by step on how to fill it out:

1. There are many questions on a range of topics, but you only need to answer the questions that matter to you.
2. At the beginning of each topic, you will be asked if you want to answer questions or skip it. If you choose to skip, you will go straight to the next topic in the list. However, your response will only be considered if you reach the end of the survey and select ‘Submit’.
3. The relevant questions are in the section called: Vaping and nicotine product packaging and flavour descriptors.
4. You can agree or disagree with the proposals and explain how they could affect your ability to choose, understand and access the products you use.
5. When finished, you must go to the end of the survey and seledt ‘Submit’ for your response to be counted. 

The deadline is 2nd October 2026.

Do not leave the debate to others. If adult consumers want regulation that protects young people while still respecting adult choice, now is the moment to say so.
Haypp encourages adult consumers to take part and help shape the future of nicotine regulation in the UK.