A Landmark Moment for a Smokefree Future: how cross-party consensus delivered the Tobacco and Vapes Bill

Thoughts and reflections on the journey of the Tobacco and Vapes Bill from Action on Smoking and Health Chief Executive, Hazel Cheeseman.

Much of the British public may be feeling a little bemused by the recent coverage of the generational tobacco sales ban finally clearing its last parliamentary hurdle. For those who had been following the policy, it might even feel like old news – something that government had surely already done.

After all, it was back in October 2023 that then-Prime Minister Rishi Sunak first announced plans for a truly landmark piece of legislation: a ban on the sale of tobacco to anyone born on or after 1 January 2009. At the time, the proposal mirrored a similar law in New Zealand. But shifting political winds there saw that policy repealed before it was ever implemented, leaving the Maldives as the first country to actually bring in such a measure.

The UK’s political winds shifted too. Rishi Sunak left office before the legislation could pass. Yet, crucially, the political consensus on ending the harms caused by smoking did not shift with him. If anything, it strengthened.

Unlike in New Zealand, a change in government in the UK has resulted in a more robust, not weaker, piece of legislation. The Overton window had already been forced wide open by a Conservative Prime Minister championing such a bold, preventative measure. That momentum held and both Labour and the Conservatives committed to bringing the Bill back if elected.  

And so, the parliamentary process began again.

The Bill has since been scrutinised through both Houses, with hundreds of amendments tabled. The tobacco industry, as expected, sought to weaken the legislation – pushing for exemptions for certain products, raising doubts about effectiveness, and warning of potential legal challenges.

None of those efforts have succeeded.

In fact, the legislation that will soon become law is stronger than when it was first introduced. Among the notable improvements are new powers to create retail licensing regime, further restrictions on nicotine advertising and sponsorship, powers to regulate cigarette filters, an updated definition of tobacco, and carefully designed exemptions to advertising and sales restrictions. These changes ensure that vapes can play a more effective role as cessation tools for adults, while also tightening protections to prevent their marketing to children.

When the Bill becomes an Act next week, it will mark the culmination of many hours of parliamentary debate and effort. But it is also a testament to something deeper: sustained, coordinated advocacy.

The Smokefree Action Coalition and the All-Party Parliamentary Group on Smoking and Health have been instrumental throughout; making the case, countering opposition, and helping to secure a piece of legislation that is both ambitious and resilient.

It is no accident that this Bill has been strengthened at every stage rather than diluted. Nor is it by chance that the well-funded attempts by tobacco companies to delay, derail or weaken it have failed.

The resolve of government and the commitment of politicians from across the political spectrum has been vital to securing this moment. The UK also benefits from a powerful and committed coalition of health organisations, academics, policymakers and advocates who have worked tirelessly to make this moment possible.

We are now one step closer to a smokefree country and to ending the devastating harms of smoking for good.