Joseph Hart 28 October 2025

 

As the Tobacco and Vapes Bill moves through parliament, some of the UK’s largest consumer groups have banded together to form 20IsPlenty, a campaign that aims to ensure nicotine pouches get the sensible regulations they deserve. 

Let’s take a look at what’s happening and how you can get involved.

The current landscape

As things stand, nicotine pouches exist in something of a regulatory grey area. Pouches are not covered by traditional tobacco laws or vaping regulations. Instead, they are classified as general consumer products under the General Product Safety Regulations (GPSR) 2005. 

This classification means that, until recently, there were no legal age restrictions on purchasing nicotine pouches, allowing them to be sold to minors, and no limits on nicotine content or advertising.​ 

Desk scene with a 20IsPlenty campaign leaflet, nicotine pouch tin marked “20mg”, and a laptop open to the campaign website, illustrating grassroots advocacy for sensible regulation.

Most shopkeepers or online retailers require customers to be at least 18. Additionally, they generally stock products from reputable companies that self-regulate at strengths of 20mg. However, there are reports of products as strong as 150mg being sold by unscrupulous retailers.

Of course, the real point here is that the nicotine pouch industry and consumers should have a big say in how these products are regulated. This can’t be like vaping, where ridiculous public health figures or neurotic parents undermine the quality and effectiveness of the products. 

That’s where 20IsPlenty comes in.

What is 20IsPlenty?

The 20IsPlenty campaign is an initiative involving a number of the UK’s best-known pouch advocacy groups and publications, including:

The campaign is calling for a balanced approach to nicotine pouch regulation, one that ensures the products are able to help adults quit smoking without being a risk to broader public health. 

What 20IsPlenty wants:

  • A clear maximum nicotine strength of 20mg in pouches.
  • A ban on advertising pouches to under-18s
  • Government-backed public awareness campaigns about the harm reduction benefits that will help counter the frequent misinformation about pouches.

While the above is what the 20IsPlenty campaign wants, what they need is the engagement and involvement of stakeholders and pouchers across the UK. 

The Tobacco and Vapes Bill is currently at the committee stage in the UK Parliament, and the 20IsPlenty campaign is perfectly timed to be part of the broader conversation. Some politicians have already proposed amendments to limit pouch strength, and the 20IsPlenty team hopes to see more support to make these a reality.

How to get involved?

People can get involved in the 20IsPlenty campaign in several practical ways:

  • Visit the campaign website 20IsPlenty.co.uk to learn more about the initiative, sign up for updates, and access resources.
  • Participate in the Tobacco and Vapes Bill consultation by sharing views on sensible nicotine regulation through the website.
  • Write to local Members of Parliament to express support for the 20mg nicotine strength cap and sensible regulations protecting adult consumers while preventing youth misuse.
  • Join the campaign’s social media conversation with the hashtag #20IsPlenty to raise awareness and encourage community support.

Final thoughts

The current Labour government has got a lot wrong since it got into power over a year ago. However, this campaign offers pouch users and anyone who believes in harm reduction a chance to urge them toward a rare public win. The science is on our side, and tackling smoking would help a creaking NHS. 

So join the campaign, let your MP know that you want sensible pouch regulations, and spread the word about the markedly different health outcomes between pouchers and smokers. There is too much fear-mongering and misinformation about pouches. Sadly, it could cost current smokers their best and most pragmatic avenue towards a healthier life. We can’t let that happen.