Are nicotine pouches legal in the UK? The short answer
Yes - nicotine pouches are legal to buy and use in the UK for adults aged 18 and over. They are tobacco-free and lawfully sold by UK retailers under the Tobacco and Vapes Act 2026 (Royal Assent 29 April 2026), which introduces a statutory 18+ age limit on the sale of nicotine products (including pouches) from 29 October 2026, bans free samples from the same date, and bans advertising and sponsorship of nicotine products from 1 June 2027. Snus, separately, remains restricted from sale in the UK.
At a glance: what this means for you as a UK shopper
- Still legal to buy as an adult. Nothing in the Act bans nicotine pouches; they remain on sale at UK-licensed retailers.
- 18+ from 29 October 2026 (England and Wales). Expect a brief identity check at checkout - self-declaration won't be accepted.
- No more free samples or near-giveaway pricing from the same date.
- Branded advertising disappears from 1 June 2027 - posters, social-media ads, influencer promotion and sponsorship all stop.
- Strength, flavours and packaging unchanged for now. The Act enables future restrictions but doesn't impose them yet.
The Tobacco and Vapes Act 2026 - what changed
The Tobacco and Vapes Act 2026 is the biggest piece of UK nicotine law in a generation. The bill (you may have followed it as the Tobacco and Vapes Bill) received Royal Assent on 29 April 2026 and is rolling out in phases.
Before the Act, nicotine pouches sat in an awkward gap. They weren't tobacco, they weren't medicinal, and they had no statutory age limit - retailers like 24Nico applied 18+ as a policy, but a corner shop could legally have sold them to a 15-year-old. That gap is now closed.
The Act introduces five things that matter to nicotine pouch buyers:
- An 18+ age limit on the sale of nicotine products, including pouches. From 29 October 2026 in England and Wales. Scotland and Northern Ireland will follow on their own devolved schedules.
- A ban on free samples and near-giveaway pricing. Same date: 29 October 2026.
- A ban on proxy purchasing - an adult buying nicotine products for an under-18 - also from 29 October 2026.
- A ban on advertising and sponsorship of nicotine products. Effective date: 1 June 2027 (per ASH UK's post-Royal-Assent briefing).
- Powers for ministers to regulate flavours, packaging, branding and product displays - now in force, but the actual rules come later through consultation and secondary legislation.
So as of May 2026, the only Act provisions actually live are the regulation-making powers. The age limit, free-samples ban, vending-machine ban and proxy-purchasing ban all switch on together on 29 October 2026.
Statutory references: sections 10, 11, 15 (Part 1) and sections 131, 138 (Part 6); commencement under sections 175 and 176.
Nicotine pouch age limit in the UK: ID checks and online sales
From 29 October 2026 it becomes an offence to sell nicotine pouches to anyone under 18 in England and Wales. Scotland and Northern Ireland follow on dates appointed by their devolved authorities. Until then, pouches have no statutory age limit in the UK - retailers like 24Nico apply 18+ as a policy, not because the law requires it.
In shops: the rules mirror alcohol and vapes. Challenge 25 carries on. Trading Standards can issue a £200 Fixed Penalty Notice (£100 if paid within 14 days), or pursue prosecution with a fine of up to £2,500.
Online: the bar is expected to sit higher than many UK retailers were used to. The Act gives retailers a defence if they take the verification steps specified by the Secretary of State - but those regulations aren't published yet. In the meantime, Local Government Association guidance (May 2026) sets the expected standard:
- A real identity check at checkout. Tick-boxes, typed dates of birth and credit-card-only checks won't count.
- Age check on delivery for adult-only consignments.
- No self-service lockers.
That means UK-licensed online retailers run a third-party identity check at checkout (the same kind of system online alcohol sellers have used for years) and pair it with a carrier-managed adult-signature check on delivery.
Advertising, free samples and packaging rules
This is where the Act bites hardest on the industry rather than the consumer.
- No more free samples from 29 October 2026 in England and Wales. Giveaways at events, in shops or via promotional mailings all become offences, as does coupon-supply of any nicotine product. Scotland and NI follow on devolved schedules.
- Substantial discounting (selling at near-giveaway prices) becomes an offence on the same date. Standard retail promotions like "buy one get one free" remain lawful.
- Advertising and sponsorship of nicotine products end on 1 June 2027 (per ASH UK's post-Royal-Assent briefing). The ban covers posters, online ads, social-media promotion, influencer marketing, branded sports sponsorship, and email or SMS marketing. Retailers may still present products on their own websites for the purpose of sale, but cannot promote them.
- Branded point-of-sale displays and packaging/flavour restrictions are enabled by the Act but need further regulations. Counter signs and window posters get caught by the advertising ban; packaging and flavour rules follow a separate consultation on what counts as "designed to appeal to children." Neither bites overnight - but both are coming.
For UK shoppers, the most visible change in 2027 will be the disappearance of branded advertising for pouches across train stations, social media and influencer feeds.
One thing the Act does not do as of May 2026: cap nicotine strength. Higher-strength pouches remain lawful to sell, although ministers have the power to regulate nicotine content in future. A strength cap is plausible down the line, but isn't here yet.
Why snus is treated differently
Search queries often bundle them, so it's worth a quick note.
Snus remains restricted from sale in the UK. The 2026 Act doesn't change that - the snus sales ban sits under separate, older rules (the Tobacco for Oral Use (Safety) Regulations 1992) that prohibit anyone from supplying tobacco for oral use. Snus is a tobacco product; nicotine pouches are not.
Those 1992 rules target supply, not personal possession. Adults bringing back a personal-use quantity of snus from abroad are generally not committing an offence - but no UK retailer can legally sell snus. Nicotine pouches, by contrast, are lawfully sold by UK retailers.
How 24Nico verifies UK age and ships compliantly
24Nico is operated by Leancom International AB and sits in the Leancom group - which has been selling nicotine products in Sweden under strict age laws for years. Our UK compliance sits ahead of the Act's commencement schedule:
- Age check at checkout runs through **AgeChecker.Net**, an independent identity-verification service that cross-checks your details against UK identity records. No tick-boxes, no typed dates of birth.
- UK delivery is fulfilled by UPS. Every nicotine pouch order ships as an adult-only consignment, with age confirmation at handover where required.
- No free samples, ever. That's been our policy from day one - and matches the Act's October 2026 commencement.
- No advertising-style content on category or product pages. We present plain product information to people who came to buy, not promotional material aimed at audiences under 18.
If you have a question about how an order will be verified, our customer support can walk through it.
