Home
Company
Product
Regulation
China
Data
Exhibition
Interview
中文版
Home
Company
Product
Regulation
China
Data
Exhibition
Interview
中文版
Search

UK Advocacy Groups Launch "20IsPlenty" Campaign for Nicotine Pouch Strength Limit of 20mg

Oct.28.2025
UK Advocacy Groups Launch "20IsPlenty" Campaign for Nicotine Pouch Strength Limit of 20mg
UK harm reduction groups led by We Vape have launched the “20IsPlenty” campaign calling for a 20mg nicotine pouch cap, a ban on youth advertising, and evidence-based regulation. The initiative coincides with the Tobacco and Vapes Bill debate and aims to ensure pouches remain accessible as safer alternatives for smokers.

Key Highlights

 

  • “20IsPlenty” calls for 20mg strength limit and ban on youth-targeted ads.
  • Supported by We Vape, Considerate Pouchers, Snus & Pouch Users Alliance and others.
  • Campaign urges science-based public messaging to counter misinformation.
  • Launch coincides with Tobacco and Vapes Bill committee stage.
  • Advocates warn against overly strict rules that hinder smoking cessation.

 

 

2Firsts, October 27, 2025 — According to We Vape, a coalition of UK harm reduction advocates has launched a new online campaign, “20IsPlenty,” urging government action to set a 20mg nicotine pouch cap and ban advertising aimed at children.

 

The initiative, supported by We Vape, Considerate Pouchers, The Snus and Nicotine Pouch Users Alliance, and online media Ecigclick and Planet of the Vapes, seeks proportionate, evidence-based regulation for pouches and vaping products.

 

“Nicotine pouches give millions of smokers a cleaner, safer way to quit,” said campaign organiser Mark Oates. “20IsPlenty ensures the government listens to consumers and embraces harm reduction as the foundation of sensible tobacco policy.”

 

The campaign also calls for strong public education to counter misinformation about nicotine products and highlights that most of the UK’s 350,000 pouch users are current or former smokers.

 

Launched as the Tobacco and Vapes Bill enters committee stage, the 20IsPlenty website provides information on joining consultations and contacting MPs to support balanced regulation.

 

Cross-party support already exists for a 20mg cap, with new amendments expected from opposition Lords seeking a ban on high-strength pouches.

 

Image source: Convenience store

 

References:
[1] We Vape and more launch campaign to ban super strong nicotine pouches
Also Read:
[1] 1,200 Health Leaders Urge UK Parliament to Pass Tobacco and Vapes Bill Swiftly
[2] 62.5% of Vapers Still Use Disposables; 82% for Ages 25–34, Survey Finds

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

China Tobacco Regulation Shift：Policy Updates and Market Impact
China Tobacco Regulation Shift：Policy Updates and Market Impact
FDA Highlights Product Characterization as a Foundational Requirement in ENDS PMTA Reviews
FDA Highlights Product Characterization as a Foundational Requirement in ENDS PMTA Reviews
During its ongoing PMTA roundtable, FDA emphasized that product characterization is a foundational element in the review of electronic nicotine delivery systems (ENDS). The agency underscored the need for complete product identifying information, validation and verification of test methods on the specific product type, and the appropriate use of tobacco product master files (TPMFs) to support complex or proprietary ingredients in PMTA submissions.
Feb.10
Jordan Reduces HTP and Vape Tax Burden as National Smoking Rate Hits 51.6%
Jordan Reduces HTP and Vape Tax Burden as National Smoking Rate Hits 51.6%
Jordan has published amendments to its special tax system reducing taxes on heated tobacco products, electronic cigarettes and e-liquids, with some reductions reaching 50%. Under the revised rules, taxes on devices and liquids have been lowered, prompting concern among medical and parliamentary circles. The government has not issued an official explanation for the move.
Dec.24 by 2FIRSTS.ai
Spain’s new e-cigarette e-liquid tax, in force since April 1, raises €26 million through November
Spain’s new e-cigarette e-liquid tax, in force since April 1, raises €26 million through November
Spain’s Tax Agency monthly collection report shows the new tax on e-cigarette e-liquids, in force since April 1, raised €26 million through November, including €4 million in November. The levy began three months later than the usual fiscal timetable to allow the sector to adapt, making 2025 the first year in which vaping products are taxed under a specific category.
Dec.30 by 2FIRSTS.ai
Russian State Duma Passes Ban on Tobacco and Vape Sales at Public Transport Stops
Russian State Duma Passes Ban on Tobacco and Vape Sales at Public Transport Stops
Russia’s State Duma has approved, in its third reading, a law banning the sale of cigarettes and electronic cigarettes at public transport stops. The measure expands existing restrictions on tobacco sales at transport infrastructure facilities and aims to reduce accessibility, particularly among young people. The law includes an exemption for small settlements where such kiosks are the only sales points and will take effect on September 1, 2026.
Dec.18 by 2FIRSTS.ai
Five Inner West Sydney shops shut for 90 days after 780,000 illicit cigarettes and 2,200 illegal vapes seized
Five Inner West Sydney shops shut for 90 days after 780,000 illicit cigarettes and 2,200 illegal vapes seized
NSW Health has shut down five Inner West Sydney stores for 90 days after a major seizure of illicit cigarettes and illegal vapes, with two additional premises in Northern NSW also served closure notices. The action forms part of a broader crackdown that has seen 66 stores closed since new laws took effect in late 2025, with NSW Health warning further enforcement — including prosecution — may follow.
Feb.09 by 2FIRSTS.ai
Azerbaijan’s Milli Majlis to hold public hearings on e-cigarette use in the 2026 spring session
Azerbaijan’s Milli Majlis to hold public hearings on e-cigarette use in the 2026 spring session
Azerbaijan’s Milli Majlis will hold public hearings regarding the use of e-cigarettes. The topic has been included in the 2026 spring session work plan of the Milli Majlis Committee on Agrarian Policy. During the spring session, the committee plans to convene a public hearing titled “Health is our goal: an end to e-cigarettes.”
Jan.23 by 2FIRSTS.ai
Related Topics
News
Related Read
FDA Highlights Product Characterization as a Foundational Requirement in ENDS PMTA Reviews
FDA Highlights Product Characterization as a Foundational Requirement in ENDS PMTA Reviews
Jordan Reduces HTP and Vape Tax Burden as National Smoking Rate Hits 51.6%
Jordan Reduces HTP and Vape Tax Burden as National Smoking Rate Hits 51.6%
2FIRSTS.ai
Spain’s new e-cigarette e-liquid tax, in force since April 1, raises €26 million through November
Spain’s new e-cigarette e-liquid tax, in force since April 1, raises €26 million through November
2FIRSTS.ai
Russian State Duma Passes Ban on Tobacco and Vape Sales at Public Transport Stops
Russian State Duma Passes Ban on Tobacco and Vape Sales at Public Transport Stops
2FIRSTS.ai
Five Inner West Sydney shops shut for 90 days after 780,000 illicit cigarettes and 2,200 illegal vapes seized
Five Inner West Sydney shops shut for 90 days after 780,000 illicit cigarettes and 2,200 illegal vapes seized
2FIRSTS.ai
Azerbaijan’s Milli Majlis to hold public hearings on e-cigarette use in the 2026 spring session
Azerbaijan’s Milli Majlis to hold public hearings on e-cigarette use in the 2026 spring session
2FIRSTS.ai
FOLLOW US ON SOCIAL MEDIA
Contact: info@2firsts.com
Stay up to date.
Submit your email to receive weekly newsletter on the most relevant news of the e-cigarette industry.
© 2026 2FIRSTS. All Right Reserved.
2FIRSTS is only accessible to industry practitioners, researchers, media and other professionals. Access by minors is prohibited.
This website provides services to users outside the Chinese mainland.
English
English
中文