Key Points:
·Government action: Requesting the UK's two largest supermarkets to stop selling heated tobacco product advertisements, deeming them illegal.
·Legal basis: The 2002 law defines tobacco products as items for "smoking, sucking, or chewing."
·Corporate response: Supermarkets are currently reviewing government letters and planning for compliance transitions; Philip Morris International (PMI) states they are following regulations.
·Current controversy: Dispute may be resolved through the courts, with a proposed bill in the House of Lords aiming to ban all tobacco and e-cigarette advertisements, or may end legal action.
According to a report by the BBC on June 15th, the UK government has contacted the country's largest chain supermarkets, Sainsbury's and Morrisons, requesting them to cease advertising and promoting heated tobacco products, claiming such products are illegal. In February 2025, reports indicated that both supermarkets had displayed posters and video screens showcasing a device that "produces nicotine vapor through heating tobacco with electricity." At the time, both supermarkets stated they believed these advertisements were legal.
Since 2002, the law defines tobacco products as items intended for "inhalation, sniffing, sucking or chewing." Supporters of heated products argue that these products do not produce smoke. Philip Morris International (PMI) has stated that it believes the Ministry of Health's interpretation of the law is incorrect, and has asserted that since 2016, the company has been "complying with all applicable laws and regulations.
The government has currently written to supermarkets, stating that it believes the law does indeed apply to heated products.
A spokesperson for Morrison's supermarket stated that the company is reviewing the letter and will respond "in due course." Asda supermarket, on the other hand, stated:
"We are in close contact with government and industry partners, and are planning for a transition period to ensure that we also comply with upcoming legislation."
This dispute may need to be resolved through a court case; however, currently, there is a bill in the upper house committee stage that is expected to ultimately ban all tobacco and e-cigarette advertising and sponsorship, rendering other legal actions ineffective.
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