Special Report | Will UK Vaping Policy Shift After PM Sunak's Election Defeat?

Special Report by 2FIRSTS, edited by Sophia Lv
Jul.05.2024
Special Report | Will UK Vaping Policy Shift After PM Sunak's Election Defeat?
The UK Labour Party wins over Conservative Party in landslide election, Keir Starmer to become next Prime Minister.

On July 5th, the results of the UK general election were announced with the Conservative Party suffering a crushing defeat. The current Prime Minister, Rishi Sunak, admitted defeat while the leader of the Labour Party, Keir Starmer, won a landslide victory and is set to become the next Prime Minister. This marks the return of the Labour Party to power and the end of the Conservative Party's 14-year rule.

 

The latest forecast from the BBC shows that the Conservative Party will only have 144 members of Parliament - the lowest total for them after an election since the 1930s.

 

Special Report | Will UK Vaping Policy Shift After PM Sunak's Election Defeat?
British Labour Party leader Keir Starmer | Image source: Reuters

 

Earlier, the British government announced a comprehensive ban on the sale of disposable e-cigarettes before April 2025, as well as restrictions on the flavors of refillable open-system e-cigarettes. Additionally, manufacturers have been required to use simpler, visually less appealing packaging. This ban has received overwhelming support, with nearly 70% of parents, teachers, healthcare professionals, and the general public backing this measure.

 

Meanwhile, the conservative government led by Prime Minister Sunak has proposed a landmark tobacco and e-cigarette bill. However, it is likely to be put on hold as it was not included in a series of bills set to be passed before the next general election, as predicted by experts.

 

Will the new government formed by the UK Labour Party change the Conservative Party's policies on tobacco? How will Starmer and the Labour Party's stance on new tobacco products such as e-cigarettes be? Will the UK follow Australia's policies on e-cigarettes?

 

Who is Keir Starmer?

 

Born in 1962, Keir Starmer is the current leader of the British Labour Party. He studied law at the University of Leeds and later completed a postgraduate degree at St Edmund Hall, Oxford. Prior to entering politics, Starmer had a successful career as a barrister, becoming a Queen's Counsel (QC) in 2002. From 2008 to 2013, he served as Director of Public Prosecutions (DPP) and head of the Crown Prosecution Service (CPS), known for his work on human rights and public interest cases.

 

In 2015, Starmer was first elected as a Member of Parliament and quickly rose through the ranks within the Labour Party. In 2016, he became the Shadow Brexit Secretary, a position within the UK opposition cabinet responsible for overseeing and scrutinizing government policies, proposing alternative solutions, and criticizing and advising the government in their respective areas. He played a significant role in formulating Labour's Brexit strategy and in April 2020, he replaced Jeremy Corbyn as the leader of the Labour Party.

 

Special Report | Will UK Vaping Policy Shift After PM Sunak's Election Defeat?
Jeremy Corbyn | Image source: The New Yorker magazine

 

As the leader of the Labour Party, Starmer is committed to repositioning the party to attract a broader range of voters, emphasizing economic stability, healthcare, and social justice.

 

Following the defeat of the Labour Party in the 2019 general election, leader Keir Starmer is working to restore the party's credibility and electability. He is advocating for responsible fiscal policies to rebuild the economy, committed to reducing waiting times in the National Health Service (NHS), improving healthcare services, addressing inequality, and supporting working families.

 

It is worth noting that Stamer is also a vegetarian, believing that "eating vegetarian is better for both oneself and the environment." In today's European and American political arena, politicians with environmentalist tendencies are more appealing to Generation Z. Vegetarianism is considered not only beneficial for the environment, but also has various health benefits for individuals, making politicians who advocate vegetarianism more popular.

 

Cultivate the Healthiest Generation of Children

 

According to the information currently known, the Labour Party will not change the Conservative Party's "political legacy" on tobacco and even e-cigarettes.

 

Before the election began, the Labour Party stated that if the party were to win the national election on July 4th, they would also ban the legal purchase of cigarettes for the next generation.

 

Previously, Sunak had considered introducing the world's strictest anti-smoking rules, banning anyone aged 15 and under from purchasing cigarettes. However, his plan failed to become law before he announced his election, casting doubt on the policy.

 

Stamper announced the party's policy plans, focusing on achieving political and economic stability and improving health conditions. According to pre-election polls, the Labor Party leads by a wide margin in terms of support.

 

The declaration document clearly states: "We must take preventive public health measures to address the biggest killer, helping people live longer and healthier lives. This starts with smoking."

 

Stamer himself rarely discusses new tobacco issues such as e-cigarettes, but in an interview he promised that if he wins the next election, he will help cultivate the healthiest generation of children. He advocates for a "nanny state" policy to promote children's health, with the Labor Party planning to ban the use of children-friendly flavors and colors in e-cigarettes, as well as introducing breakfast clubs in primary schools and banning e-cigarette advertisements targeted at children.

 

Labour Party: E-cigarette Industry Should "Return to Its Roots"

 

In addition to his stance on Brexit, the Labour Party ministers led by him are more focused on domestic tobacco issues and proposing more aggressive measures.

 

In December 2023, the UK Shadow Health Secretary Wes Streeting stated that the Labour Party is considering classifying e-cigarettes as prescription medications to prevent adolescents from becoming dependent on this "gateway drug." Streeting publicly criticized the "big tobacco companies" and the e-cigarette industry for their handling of the issue of children inhaling vapor, calling their approach "false compassion.

 

Special Report | Will UK Vaping Policy Shift After PM Sunak's Election Defeat?
British Shadow Health Secretary Wes Streeting | Image source: The Telegraph

 

Streeting revealed in an interview that he is considering implementing the same policy after consulting with Australian Health Minister Mark Butler. Streeting stated that the Labor Party is considering classifying e-cigarettes as prescription drugs to ensure that only adults attempting to quit smoking can use e-cigarettes, rather than becoming a "gateway" for children to start smoking.

 

During his visit to Australia, he stated that the e-cigarette industry should "return to its original intention" and only serve as a genuine smoking cessation aid, selling only to those who are actively trying to quit smoking.

 

Australia's policy was relaxed in June this year, after the Australian government reached an agreement with the Green Party. The revised bill was passed in the Senate and will be signed by the government-controlled House of Representatives to become law. The bill allows pharmacies to sell e-cigarettes without a prescription, which has sparked strong opposition from many medical associations. They are concerned that this move lacks discussion and may have adverse effects on public health. Health Minister Butler believes this is to balance the accessibility of e-cigarettes with their original purpose as a therapeutic tool.

 

If Sterling considers emulating Australia, then Australia's current policies obviously have a strong reference value for the incoming Labor government.

 

Cover image source: BBC

 

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

New York’s 75% Wholesale Tax on Nicotine Pouches Takes Effect Sept. 1, With Aug. 31 Inventory Subject to Floor Tax
New York’s 75% Wholesale Tax on Nicotine Pouches Takes Effect Sept. 1, With Aug. 31 Inventory Subject to Floor Tax
New York State will extend its tobacco products tax to “alternative nicotine products,” including tobacco-free nicotine pouches, from September 1, 2026, at a rate of 75% of the wholesale price. Distributors, wholesalers and retailers must also inventory products held as of 11:59 p.m. on August 31 and pay a floor tax. Vapor products are excluded from the new category and remain subject to New York's separate 20% supplemental sales tax on the retail price.
Aug.26
FDA Authorizes JUUL2, Cites Adult Switching Amid Efforts to Speed PMTA Reviews
FDA Authorizes JUUL2, Cites Adult Switching Amid Efforts to Speed PMTA Reviews
The FDA authorized the JUUL2 device and tobacco- and menthol-flavored pods on Aug. 28, bringing the number of authorized e-cigarette products to 48. The agency highlighted complete switching among adult smokers, with six-week switching rates reaching 28.4%–49.3% for the menthol pod. The decision comes as FDA works to speed PMTA reviews, reduce application backlogs and expand authorized e-cigarette and nicotine-pouch products while maintaining enforcement priorities for unauthorized products.
Regulations
Aug.29
Senate Democrat Wyden Probes Trump Administration Vape Policy Shift, Seeks Records From HHS and Reynolds American
Senate Democrat Wyden Probes Trump Administration Vape Policy Shift, Seeks Records From HHS and Reynolds American
U.S. Senator Ron Wyden, the Democratic ranking member of the Senate Finance Committee, has launched an investigation into flavored vape policy changes and requested records from the Department of Health and Human Services (HHS), Reynolds American and Botanic Tonics. The investigation focuses on a timeline involving Reynolds American’s $5 million donation to MAGA Inc. in April 2026 and subsequent vape policy developments. Wyden said the review aims to examine potential links between political donations, corporate communications and government decisions. The investigation does not represent a finding of wrongdoing.
Innovation
Aug.07 by 2Firsts Perspectives
Nicotine Pouches Gain Ground in U.S. Convenience Stores as Vape Unit Sales Fall 14%
Nicotine Pouches Gain Ground in U.S. Convenience Stores as Vape Unit Sales Fall 14%
According to convenience retail publication CStore Decisions, U.S. convenience store tobacco categories are undergoing a structural shift. Based on Circana OmniMarket Total U.S. Convenience data for the 52 weeks ending June 14, 2026, cigarettes remained the largest category with $50.8 billion in sales, but unit sales declined 5.3%. Electronic smoking devices and vaping products also declined, while modern oral nicotine products continued to grow, with nicotine pouch sales rising 29% in dollars and 17% in units. Retailers said changing consumer preferences are reshaping tobacco product assortments at convenience stores.
Regulations
Aug.07
Product | JT Expands Vote-Winning EVO Cacao Mint Crystal to Nationwide Retail in Japan, Adds 22-Stick Limited Pack at Same Price
Product | JT Expands Vote-Winning EVO Cacao Mint Crystal to Nationwide Retail in Japan, Adds 22-Stick Limited Pack at Same Price
Japan Tobacco (JT) will expand EVO Cacao Mint Crystal from limited channels to nationwide retail in Japan from October 6, 2026. The Ploom tobacco stick ranked first in the brand's first consumer voting campaign for new tobacco-stick SKUs held earlier this year. JT will also introduce a limited 22-stick pack at the same JPY 620 price as the standard 20-stick pack. The capsule-format product combines menthol with sweet, bittersweet cacao notes and adds a berry nuance when the capsule is crushed.
Sep.09
Product | VAPORESSO Launches PRIX MTL Pod, With NFC Version Linking Interchangeable Panels to On-Screen Animations
Product | VAPORESSO Launches PRIX MTL Pod, With NFC Version Linking Interchangeable Panels to On-Screen Animations
VAPORESSO introduced the PRIX MTL pod system in August 2026 in two versions, Filter and NFC. The Filter version allows users to switch between a conventional drip tip and a filter tip, while the NFC version links interchangeable panels to matching on-screen animations. PRIX features a 2,600mAh battery, a 5.5ml pod, a 0.87-inch TFT display and a maximum output of 40W, alongside Dual Mesh Impact Pods capable of operating at two resistance and power configurations. VAPORESSO's French website lists MSRP at $39.99 for the Filter version and $49.90 for the NFC version.
Market
Aug.24 by 2Firsts Perspectives