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

Oct.28

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

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