Are Nicotine Pouches Legal in the UK? Everything You Need to Know

From 29 October 2026, retailers must be satisfied that a customer purchasing nicotine products is aged 18 or over. Customers may therefore be asked to provide proof of age when purchasing nicotine pouches. The requirements apply to online sales as well as purchases made in physical stores.

Nic-Pouches.com already operates as an 18+ retailer and uses age-verification measures when required. The introduction of the statutory age restriction therefore formalises an approach that we already apply to nicotine pouch sales.

The new rules also cover proxy purchasing. From 29 October 2026, an adult aged 18 or over will commit an offence if they buy, or attempt to buy, a nicotine product on behalf of someone under 18.

This means the age restriction does not only apply to the person making the purchase directly: adults must not purchase nicotine pouches on behalf of children or young people under 18.

From 29 October, businesses must not give away nicotine pouches, or coupons for nicotine products, to members of the public where the purpose or effect is to promote a nicotine product.

This means promotional activities such as free nicotine pouch samples and product giveaways will be restricted. The rules also cover electronic coupons or codes that can be redeemed for a product or other benefit.

The legislation also restricts selling nicotine products or related coupons at a substantial discount where the purpose or effect is to promote a nicotine product.

Government guidance describes a substantial discount as one that significantly lowers the price compared with the product's standard selling price. It gives selling a nicotine product for a nominal amount, such as 10p, as an example that would likely fall within the restriction.

However, this does not amount to a general ban on discounts. Government guidance specifically states that normal discounting practices can continue, including reducing unsold stock as part of normal business. It also says that bulk and trade discounts may still apply.

The distinction therefore depends on the nature and purpose of the promotion rather than simply whether a nicotine product is being sold below its usual individual price.