Our tobacco, Vuse and Velo products are for adult smokers and nicotine users only and we do not want anyone under 18 to access them. We fully support the laws around legal minimum age, and we make this clear to our consumers and trade partners at every opportunity – from our packaging, our limited flavour range and how we market our products.

Preventing youth access to nicotine products has always been important and continues to remain so. Evidence around youth uptake of vapour products remains low (0.2% of young people who have never smoked vape more than once a week, according to Public Health England^¹) and data continues to point towards vaping as an effective and less harmful tool for adult smokers looking to switch.

However, just because evidence points to youth uptake being minimal, it doesn’t mean manufacturers and retailers should stop being responsible.

That is why at BAT UK we take youth access incredibly seriously and that is why we go beyond what is required to highlight that our products are for adult smokers and nicotine users only.

Some of our policies include:  

• Our products are specifically designed and labelled for adult smokers and nicotine users only 
• We have strict International Marketing Principles to ensure our marketing is aimed at those aged over 18 only 
• Limited flavour range, names and pack designs to reduce appeal to youth 
• Brand Ambassadors must be and look over 25+ 
• Our websites have robust age verification checks at entry and purchase  

BAT UK’s Youth Access Prevention (YAP) programme – Verify

Verify is BAT UK’s YAP programme where we provide retailers with display materials, information and importantly training on how to best prevent our tobacco products, vape products and nicotine pouches from being accessed by those under 18.  

When reps are instore, aside from doing a stock check, they make sure our product displays have a Verify 18+ sticker. They also provide retailers with information sheets on YAP and some PoS stickers to help retailers communicate to consumers that nicotine products are for those over 18 only. Our reps are trained on YAP so they can also answer any questions retailers may have.  

What are the current laws in place that retailers need to be wary of?

A person who sells a vaping product to someone under 18 commits an offence. This is a strict liability offence, which means the owner of the business can be held responsible as well as the member of staff who made the sale. The offence carries a £2,500 fine.

Best practice for selling nicotine products

Some people over 18 look younger than their age. That is why it is important to ask for a valid ID if you think a customer looking to purchase a nicotine product is under 25. 

What you can do:

• Seek proof of age before purchase
• Ensure the ID provided is a valid ID. This includes a passport, driving license, proof of age cards that carry the PASS hologram such as a Young Scot card, EU national identity cards
• Refuse if they are not over 18 or if they do not produce a valid ID 

We created Verify to give support and practical information to retailers and staff to ensure we are all playing our part to prevent youth access to nicotine products. Our Verify online training (five minutes) can help staff understand minimum age requirements and learn how to properly verify someone’s age.

Encourage your staff to get Verified by visiting vapermarket.co.uk/verify.

[1] Public Health England, vaping in England: 2021 evidence update summary

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