JTI Study: Nearly Half of British People are Aware of Illegal E-Cig Sale

Industry Insight by 2FIRSTS.ai
Feb.27.2024
JTI Study: Nearly Half of British People are Aware of Illegal E-Cig Sale
JTI study reveals high percentage of UK residents aware of illegal tobacco and e-cigarette sales, calling for stricter measures.

According to a report from the Bucksherald, a new study released by Japan Tobacco International (JTI) reveals that nearly half of British people are aware of illegal businesses selling smuggled tobacco (47%) and e-cigarettes (43%). The majority of British people (72%) believe that the cost of living crisis is causing smokers or vapers to seek cheaper illegal alternatives, leading to a vicious cycle that fuels organized crime and impacts local communities.

 

Another survey conducted by JTI showed that more than two-thirds of convenience stores (67%) also believe that the proposed intergenerational tobacco ban could lead to an increase in illicit tobacco activities, and are concerned that illegal products will become more prevalent.

 

According to the study, the research team has traveled to certain regions to conduct on-site investigations into the issue of illegal tobacco and e-cigarette sales. The results of the investigation revealed the extent of illegal tobacco sales in the UK, with West Yorkshire specifically experiencing a significant problem with illegal sales.

 

Regarding the public's perception of the organized crime risks that illegal tobacco and e-cigarette sales may pose to their local communities, nearly half of respondents (46%) believe the risks are "high" (29%) or "very high" (17%).

 

Popular measures to combat the illegal sale and distribution of tobacco and e-cigarettes include increasing fines for violators (59%), automatically revoking store licenses (also 59%), and automatically shutting down stores (44%).

 

Sarah Connor, director of communications for JTI UK, commented: "The illegal sale of tobacco and e-cigarettes is a major issue, causing significant negative impacts on communities. With tightening budgets for most people, and increasing taxes on legal tobacco and e-cigarette products, it is not surprising that more and more consumers are turning to illegal products as a cheaper alternative."

 

The company is calling for stronger cooperation between the government and the tobacco industry to prevent the sale of illicit tobacco and e-cigarettes.

 

According to a recent JTI survey conducted earlier this year in 2024, more than a quarter of retailers (28%) reported an increase in customers openly seeking illegal tobacco and e-cigarette products, while a quarter of retailers (26%) stated that their businesses have been negatively impacted due to other businesses in the community selling illegal tobacco and e-cigarettes.

 

Retailers believe that the main reason why 76% of retailers sell illegal tobacco or e-cigarette products is to boost sales, while customers are increasingly likely to purchase these illicit products because they are cheaper than legal alternatives.

 

Despite these findings, it is surprising that 95% of retailers reported that they have never reported a merchant selling illegal tobacco or e-cigarette products to the trade standards bureau.

 

Harsh punishments and fines, more frequent inspections from the trade standards agency, and stronger border controls to reduce the influx of illegal products into the UK are the most commonly cited solutions by retailers when discussing the support needed to address the issue of illegal tobacco.

 

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn


Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

IQOS Enters Kantar BrandZ Global Top 100 for First Time, Valued at $36.6 Billion and Ranked No. 74
IQOS Enters Kantar BrandZ Global Top 100 for First Time, Valued at $36.6 Billion and Ranked No. 74
Philip Morris International’s IQOS has entered the Kantar BrandZ Top 100 Most Valuable Global Brands for the first time, ranking No. 74 with a brand value of $36.634 billion and becoming one of only three newcomers to the 2026 ranking. Kantar said the combined value of the Global Top 100 reached $13.1 trillion, up 22% year on year, while the threshold for entry rose to a record high. PMI says IQOS has more than 35 million users worldwide and surpassed $10 billion in annual net revenues within a decade of launch.
Sep.03
U.S. Fifth Circuit Vacates NicQuid Vape MDO, Says FDA Comparative-Efficacy Standard Violated APA Procedures
U.S. Fifth Circuit Vacates NicQuid Vape MDO, Says FDA Comparative-Efficacy Standard Violated APA Procedures
According to VitalLaw on August 27, 2026, the U.S. Court of Appeals for the Fifth Circuit vacated an FDA marketing denial order (MDO) against NicQuid LLC, ruling that the agency’s comparative-efficacy standard for electronic nicotine delivery system (ENDS) applications had become a substantive rule requiring notice-and-comment rulemaking under the Administrative Procedure Act (APA). The court did not reject FDA’s authority to compare the public health benefits and risks of flavored vapes, but held that the agency could not establish a broadly binding standard through informal adjudications. The case was remanded to FDA for further proceedings.
Aug.28
Australia’s Daily Smoking Rate Falls to Record Low of 5.8% as Nicotine Use Patterns Shift
Australia’s Daily Smoking Rate Falls to Record Low of 5.8% as Nicotine Use Patterns Shift
According to the Australian Institute of Health and Welfare’s National Drug Strategy Household Survey, daily smoking among Australians aged 18 and over fell to a record low of 5.8% in 2025. Health Minister Mark Butler said Australia now has around 500,000 fewer daily smokers than three years ago and credited the government’s vaping reforms as part of broader progress. Among people aged 14 and over, daily smoking declined from 8.3% in 2022-23 to 5.6% in 2025. Daily vaping rates stabilised at 3.6%, while the government also moved to further restrict access to nicotine pouches through unapproved therapeutic import pathways.
Jul.21
EU ‘TPD3’ Enters Next Phase on Aug. 14 as Fragmented Vape and Nicotine Pouch Rules Push the Single Market Toward Regulatory Overhaul
EU ‘TPD3’ Enters Next Phase on Aug. 14 as Fragmented Vape and Nicotine Pouch Rules Push the Single Market Toward Regulatory Overhaul
A 12-week European Commission consultation on revising the Tobacco Products Directive and Tobacco Advertising Directive is due to close on Aug. 14, 2026. The Commission has identified e-cigarette flavours, disposable vapes, tobacco heating devices, nicotine pouches, nicotine-free e-cigarettes, packaging and digital marketing among areas for possible new EU rules. National regulations already vary significantly across the bloc, a fragmentation the Commission says creates internal-market barriers and distorts competition. No formal revised TPD/TAD legislative text has yet been published, with the Commission currently indicating December 2026 for the legislative initiative.
Aug.14
Canadian Court Allows Juul and Altria Vape Class Action to Move Forward Over Youth Marketing Claims
Canadian Court Allows Juul and Altria Vape Class Action to Move Forward Over Youth Marketing Claims
A Quebec Superior Court has allowed a class action lawsuit against Juul Labs and Altria Group related to vaping products to proceed, involving allegations concerning marketing practices, youth exposure and corporate responsibility. The ruling only allows the case to move forward and does not represent a finding that Juul or Altria are legally liable. The case highlights continued legal risks facing vape companies regarding product marketing, youth protection and corporate accountability.
Jul.28
Product | OXVA Launches ONEO Pro in France, Upgrading Its Open-Pod Platform
Product | OXVA Launches ONEO Pro in France, Upgrading Its Open-Pod Platform
Vape brand OXVA has introduced the ONEO Pro, a refillable open-pod system that entered the French market in July 2026. The device features a 2,100mAh battery, up to 40W output, a 4ml refillable cartridge, multiple coil options and a 0.96-inch color TFT display. The launch reflects continued performance upgrades within the refillable open-pod segment, with brands adding higher capacity, adjustable output and smarter device interaction.
Aug.03