UK Policy Must Follow the Science
London, 04 March 2026 – The Consumer Choice Center (CCC), the global consumer advocacy group, responded to reporting by The Mirror regarding proposals to tighten restrictions on heated tobacco products (HTPs) as the Tobacco and Vapes Bill was debated the House of Lords and will have its Third Reading on Monday 9th March.
Heated tobacco products, which heat tobacco without combustion, are now sold in at least 49 countries worldwide and have seen significant global uptake . A 2022 systematic review covering 42 countries estimated 4.9% lifetime use, 1.5% current use, and 0.8% daily use, with substantially higher prevalence in parts of East Asia.
Mike Salem, UK Country Associate at the CCC stated:
“Public health policy should distinguish between combustible cigarettes and non-combustible alternatives. Treating all nicotine products identically risks undermining harm-reduction strategies that may encourage smokers to switch away from cigarettes. Elected officials must carefully study the nuances before advocating for their position.”
Japan provides the clearest case study. Following the introduction of HTPs in 2014, the products captured over 15% of the tobacco market, while national cigarette sales declined markedly over the same period. Globally, there are now an estimated 20 million HTP users, forming part of more than 100 million users of non-combustible nicotine products.
While not risk-free, independent chemical analyses consistently show HTP aerosols contain substantially lower levels of many harmful and potentially harmful constituents compared to combustible cigarette smoke. Public health researchers note that long-term epidemiological data are still developing, but reduced toxicant exposure is well established.
At a broader level, the CCC emphasises that meaningful improvements in public health outcomes will come from structural reform, particularly within the NHS, rather than incremental advertising restrictions under the proposed Tobacco and Vapes Bill. Addressing waiting times, modernising service delivery, and improving preventative care through liberating the markets and allowing citizens to choose and pay for their healthcare providers would have a far greater impact on long-term health outcomes than restricting information about legal alternatives for adult smokers.
The Consumer Choice Center urges policymakers, as the Bill approaches its Third Reading, to adopt proportionate, evidence-based regulation that recognises relative risk and prioritises systemic healthcare reform over symbolic restrictions.
