Repackaged and rebranded: Big Tobacco’s reinvention

In an age where society is extremely aware of and transparent about the dangers of tobacco, the long-term decline in cigarette sales seems to be the natural and inevitable future for such a damaging industry. 

However, vapes and nicotine pouches are now facing criticism similar to the initial uproar about cigarettes when the dangers became so apparent. Although these dangers have been clear for years, it was only in 2016, under the 2016 Tobacco and Related Products Regulations, that all tobacco products had to include a text health warning on their packaging. 

A recent report by the World Health Organisation (WHO) stated that at least 86 million adults and 15 million children use e-cigarettes, and that children were approximately nine times more likely than adults to vape. It should be noted that this data is mostly exclusive to high-income countries and is also subject to countries having available data. ‘Big Tobacco’ (a name used to denote the largest tobacco companies in the industry) criticised the report, with Kingsley Wheaton, the Chief Corporate Officer at British American Tobacco, stating: “While WHO celebrates declining smoking rates, it fails to acknowledge the crucial role that smokeless products have played in driving that progress.”  

There has been a five-percentage-point increase this year in the number of 11–17-year-olds aware of nicotine pouches

The WHO has called on governments around the globe to increase controls on the tobacco industry to deter consumers from using tobacco, including by raising taxes and banning advertising of tobacco products. 

Another worrying trend has been the rise of nicotine pouches, and particularly the lack of regulation surrounding their sale, since they do not contain tobacco. 

A survey by Action on Smoking and Health revealed that there has been a five-percentage-point increase this year in the number of 11–17-year-olds aware of nicotine pouches, and that almost 4% of children in this age-range have tried a nicotine pouch. The charity is asking that the government focus urgently on passing the Tobacco and Vapes Bill, which will ban the marketing and sale of nicotine pouches to those under 18, hopefully slowing consumption rates of such products. 

Currently, the UK government is calling for evidence from people about vape, tobacco, and nicotine products. A consultation will then take place, which will look at proposals for smoke-free zones, “restrictions to elements of devices such as branding and colour”, and general marketing of vape, tobacco, and nicotine products. 

This is part of the 10 Year Health Plan for England, which aims to not just reduce the rates of smoking, but to eliminate it in the UK entirely. This initiative is just one part of a wider attempt to make the nation healthier and to reform the NHS, to avoid it being “condemned to a poor service for poor people”. As the government stated in this 10 Year Health Plan: “The choice for the NHS is stark: reform or die”. This is the kind of “transformative change” necessary to avoid the latter becoming a reality. 

New Zealand’s stance on smoking seems to be the inspiration for this policy. Their previous government nearly banned anyone born after 2008 buying cigarettes or any form of tobacco. However, the law was repealed following the introduction of the new government in October 2023. The new government argued that it could help fund tax cuts, giving rise to accusations that Big Tobacco influenced this very sudden change in policy. 

Public Health England claims that vaping is at least 95% less harmful than cigarettes

Some of the strictest anti-smoking laws internationally can be found in Mexico, where there is a ban on smoking in public spaces, including beaches, hotels, and parks. Perhaps the UK will follow suit after its consultation has taken place. 

Although Public Health England claims that vaping is at least 95% less harmful than cigarettes, we do not know the long-term effects of vaping. The rise of vaping and nicotine pouches appears to be a way for Big Tobacco to offset the long-term decline in cigarette sales through new growth avenues. 

Consequently, it is essential that the UK government prioritises the Tobacco and Vapes Bill. In a time where the NHS is already struggling, and tobacco-related harm is contributing to an influx of patients, this is clearly not just a response to the damage already done by such products, but also, and more importantly, a preventative measure that is necessary to stop further damage.