Hundreds of professionals urge Government to stand firm on tobacco and vape regulations as consultation closes

Hundreds of health, education and public health professionals have written to the Health Secretary urging the Government to stand firm in the face of industry campaigns against new regulations designed to protect children from tobacco and nicotine marketing.

More than 1.7k professionals have signed an open letter backing Government proposals to tighten rules on the packaging, appearance and display of tobacco, vapes and other nicotine products.

The intervention comes as strong campaigns are being mounted by cigar, tobacco and vaping industry interests opposing elements of the proposed regulations and encouraging businesses and consumers to respond to the Government consultation.

The signatories warn Ministers not to allow industry pressure to weaken the regulations, arguing that comprehensive rules are needed to prevent loopholes being exploited and to protect children from the marketing of tobacco and nicotine products.

New YouGov polling commissioned by Action on Smoking and Health (ASH) during the consultation shows broad public support for extending plain packaging requirements to cigars, including across political divides. Overall, 60% of the public support extending plain packaging requirements to cigars and 9% oppose. [1]

Among people intending to vote Labour, 70% support plain packaging for cigars, alongside 72% of Liberal Democrat, 71% of Green and 56% of Conservative supporters.[1]

Among those intending to vote Reform UK, 46% support the policy while just 8% oppose it. A further 43% say they neither support nor oppose the proposal and 4% don’t know.[1]

The cigar industry has argued, as they did when plain packaging was introduced for cigarettes, that the rules should not apply to them. However, cigar sales have grown since the loophole was put in place, with use of cigarillos a growing issue among young people. [2,3]

The new polling results come alongside existing ASH/YouGov polling showing strong support for action on the way vapes are marketed. Among the British public 79% support banning names of sweets, cartoons and bright colours on vape packaging, while 71% support restricting how flavours can be described such as child-appealing vape flavour names.[4]

The open letter says:

“We urge the Government to reject the coordinated efforts of tobacco and vape manufacturers to weaken these proposals and preserve their ability to market products to children.”

It adds:

“The views of a vocal minority should not outweigh the overwhelming support for these measures among the public and health and education professionals.”

Hazel Cheeseman, Chief Executive of Action on Smoking and Health (ASH), said:

“Industries that profit from tobacco and nicotine are campaigning hard against these regulations, but hundreds of health and education professionals are urging Ministers to stand firm. The public backs action too, with support for plain packaging for cigars across the political spectrum and just 9% of people opposed. 

“We know that when tobacco regulations leave loopholes, companies exploit them. Ministers have an opportunity to close the loopholes that have led to a growth in cigar sales in recent years.

“We also need action on vape promotion. Vapes can help adults quit smoking, but they don’t need brightly coloured packaging or prominent displays. We can protect children from marketing while keeping vapes accessible to adults who smoke.”

Matt Wrack, NASUWT General Secretary, said:

“These measures are urgently needed to uphold public health and to help end predatory marketing practices from vape manufacturers which are targeting children and young people with brightly coloured packaging and sweet flavourings.

“Teachers continue to report that vaping and the use of other nicotine products by pupils in and around schools is having a detrimental impact on young people’s behaviour and concentration in class. The Government must reject the attempts of manufacturers to block these necessary measures and put the health and wellbeing of children and young people first.”

Professor Steve Turner, President of the Royal College of Paediatrics and Child Health said:

“Paediatricians remain deeply concerned by the continued marketing and promotion of tobacco, vapes and other nicotine products in ways that appeal to children and young people. In particular, the visibility, packaging and promotion of vapes risks normalising nicotine use for a new generation. Children must be able to grow up free from marketing designed to encourage tobacco and nicotine use.

“Strong regulation is essential to protect children from these harms. We urge Government to stand firm against attempts to weaken these proposals and welcome measures that close loopholes and reduce the visibility and appeal of all tobacco and nicotine products. This is an important opportunity to put children's health first and help create a healthier future for children and young people.”

Cancer Research UK’s Executive Director of Policy and Information, Dr Ian Walker, said: 

“With the age of sale measures of the Tobacco and Vapes Act set to come into force in January, we are firmly on the path to ending cancers caused by smoking in the UK.  

“To succeed, this landmark law must be backed by robust enforcement and protected against attempts to delay or undermine it. There’s no safe way to use tobacco, so the law must cover all tobacco products to protect people from its harms.

“Governments across the UK must now ensure the law is fully implemented and properly enforced alongside increasing support available for people trying to quit smoking.”

Sarah Woolnough, Chief Executive of the King’s Fund:

“Smoking remains one of the biggest preventable causes of ill health and health inequalities and children should be protected from marketing that encourages them to use tobacco or nicotine products.

“When commercial interests and children’s health come into conflict, the Government must put children first. Ministers should stand firm and introduce strong, comprehensive regulations that protect the next generation.”

The letter argues that the Government has a clear mandate to protect children from tobacco and nicotine marketing and calls on Ministers to proceed with the proposals in full.

It concludes:

“We call on the Government to proceed with the proposals in full and send a clear message that public health, not industry interests, will determine the regulation of tobacco and nicotine products.”

ENDS

Contact: press@ash.org.uk

Notes to editors

• The open letter and full list of signatories are available at: https://ash.org.uk/uploads/Open-letter-to-Secretary-of-State-for-Health-close-of-consultation.pdf?v=1790931097#asset:286721@1 
• Over 1,700 health, education, public health and other professionals and organisations have signed the letter.

References

[1] New ASH/YouGov polling: ASH adult poll on support for restrictions on the packaging of tobacco products conducted by YouGov. Total sample size was 2,114 adults. Fieldwork was undertaken between 26/08/2026 – 27/08/2026. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

[2] HM Revenue and Customs. Tobacco statistics commentary July 2026. Figure 4.

[3] Aria YK, Jackson SE, Hammond D, et al. Trends in youth use of non-cigarette tobacco products in England, Canada, and the US and the impact of England's menthol cigarette ban on use. medRxiv [Preprint]. 2025 Nov 14:2025.11.12.25340079. doi: 10.1101/2025.11.12.25340079. PMID: 41292637; PMCID: PMC12642716.

[4] Existing ASH/YouGov polling: ASH adult survey conducted by YouGov. Total sample size was 13,259 adults. Fieldwork was undertaken between 18/02/2026 - 19/03/2026. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).