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

Special Report | Russia Places Four JTI Businesses Under Temporary Management, a First for Tobacco Majors
Special Report | Russia Places Four JTI Businesses Under Temporary Management, a First for Tobacco Majors
Russia has placed shares in four Japan Tobacco International businesses under temporary management, the first such move involving a major global tobacco manufacturer, according to Interfax. JTI held 35.8% of Russia's tobacco market by volume in the first nine months of 2026. While British American Tobacco and Imperial Brands have exited Russia, Philip Morris International continues operating there. As the market changes and diplomatic efforts continue, could international tobacco companies that left Russia eventually return?
Nov.06
Product | OXVA Introduces XLIM PRO 4 With Liquid-Level Anti-Burn Technology and Dedicated Pods
Product | OXVA Introduces XLIM PRO 4 With Liquid-Level Anti-Burn Technology and Dedicated Pods
Vaping brand OXVA introduced the XLIM PRO 4 refillable pod system in October 2026, featuring Anti-Burn Tech (ABT) based on smart e-liquid-level detection. The system can issue refill alerts and stop power output when e-liquid levels become too low. ABT requires the XLIM PRO 4 device and a dedicated XLIM ABT cartridge. Standard XLIM pods remain compatible but do not support ABT protection. OXVA previously introduced temperature-based anti-burn technology in the XLIM Pro 2 DNA, developed with Evolv. The new device features a 1,800mAh battery, 5–30W output and a 0.98-inch HD color screen. OXVA's official store lists the device at $37.90 and dedicated ABT replacement cartridges at $12.99. Independent testing confirmed the low-liquid protection response but recorded varying cartridge lifespans.
product
Oct.30
Product | Four CrossBar 20K 13mL High-Puff Vapes Listed on Pennsylvania's ENDS Directory, Rated for Up to 20,000 Puffs
Product | Four CrossBar 20K 13mL High-Puff Vapes Listed on Pennsylvania's ENDS Directory, Rated for Up to 20,000 Puffs
Four CrossBar 20K disposable e-cigarettes appeared on Pennsylvania's 163-entry ENDS directory ahead of enforcement beginning October 19, 2026. The devices feature 13mL e-liquid reservoirs, 50mg/mL nicotine, 2,000mAh batteries and 0.9Ω mesh coils, with advertised puff counts of up to 20,000. CrossBar was the only modern high-puff disposable series among the directory's 15 disposable entries. Its packaging emphasizes New York design and Japanese-origin flavoring, while historical CrossBar records identify a registered U.S. tobacco manufacturing-related establishment. The link between the newer 13mL devices and earlier 1.3mL PMTA filings remains unconfirmed.
product
Oct.26
Germany Probes 7.6 Million Illegal Vape Case With Estimated €33.3 Million Tax Loss; Four Chinese Manufacturer Employees Under Investigation, Some Packaging in Enforcement Images Resembles FUMOT Products
Germany Probes 7.6 Million Illegal Vape Case With Estimated €33.3 Million Tax Loss; Four Chinese Manufacturer Employees Under Investigation, Some Packaging in Enforcement Images Resembles FUMOT Products
German prosecutors and customs authorities are conducting a criminal investigation into an alleged cross-border organised vape network. Authorities say that between January 2024 and March 2025, four employees of an unnamed Chinese e-cigarette manufacturer allegedly built a network of sales agents and wholesalers that brought more than 7.6 million nicotine disposable vapes into Germany, causing an estimated €33.3 million in excise-tax losses. The manufacturer has not been named. Some products visible in enforcement images have packaging resembling products from FUMOT’s portfolio. European regulatory records from 2024, FUMOT’s public overseas-sales materials and records involving German vape importer and distribution company Zamu-Pro GmbH also show FUMOT/RandM products and German distribution activity during the period covered by the investigation.
Sep.21
U.S. Expands Illicit Vape Enforcement as ATF Brings PACT Act Powers Into Trade Fraud Task Force
U.S. Expands Illicit Vape Enforcement as ATF Brings PACT Act Powers Into Trade Fraud Task Force
The U.S. Bureau of Alcohol, Tobacco, Firearms and Explosives said on September 23 that it has joined the interagency Trade Fraud Task Force to strengthen enforcement against illegal, misdeclared and smuggled vape and tobacco products. ATF will bring its authority under the Prevent All Cigarette Trafficking Act into the task force, including registration, reporting, shipping and record-inspection requirements covering interstate sales of electronic nicotine delivery systems. ATF said the move will strengthen its ability to trace illicit products from U.S. points of entry through domestic trafficking and distribution networks.
News
Sep.28 by 2Firsts Perspectives
Athletes Back Skoka's $21.5 Million Nicotine Pouch Venture: Can Its Consumer Health Founder Make an FDA-Focused Strategy Pay Off?
Athletes Back Skoka's $21.5 Million Nicotine Pouch Venture: Can Its Consumer Health Founder Make an FDA-Focused Strategy Pay Off?
U.S. nicotine pouch startup Skoka Inc. has raised $21.5 million and committed $15 million to an FDA regulatory and scientific research program. Founder Dan Aziz previously built dietary supplement brand Premama, which was acquired by Dr. Reddy's Laboratories in 2023. Skoka is combining proprietary formulations, ingredient transparency and equity investment from professional athletes. The company submitted a bundled PMTA covering 55 products on October 1, 2026. Aziz said Skoka declined an opportunity to enter retail in 2025, prioritizing product research and regulatory submissions instead. It now targets a U.S. retail launch in 2027, subject to FDA requirements. Its products have not received marketing authorization.
Business
Nov.04