The tobacco and vape industry is “fiercely resisting” the government’s smoke-free generation bill, claiming it will harm retailers and stifle innovation, research from the Tobacco Control Research Group (TRCG) reveals.
The study conducted by the TRCG at the University of Bath examined submissions from the tobacco and nicotine industries on the 2023/24 vapes bill, revealed how the sector has used “well-established tactics” to oppose stricter regulations. The bill, introduced by the Conservative government, proposes banning the sale of tobacco products to anyone born after 2009 and tightening rules on nicotine products, including e-cigarettes.
The bill was subsequently updated in 2024/25 by the current government.
Researchers analysed 43 documents submitted by the tobacco and nicotine industries in response to the government’s consultation and evidence requests from the House of Commons Public Bill Committee. The findings highlight significant opposition to the generational ban, with claims that it “lacked evidence,” would encourage the black market, harm retailers, and potentially “lead to violence against shopkeepers”.
Additionally, the industry argued that restrictions on nicotine products, such as limits on flavours, packaging, and display, would violate consumer rights, hinder innovation, and could “push people back to cigarettes”.
Impact on public health
The study also found that the industry advocated for weaker alternatives to the generational ban, such as exemptions for heated tobacco products or raising the legal age for tobacco sales to 21.
The TCRG concluded that its findings challenged the industry’s claims that they are evolving into public health-focussed businesses and warned that the government must prepare for “intense industry pushback”.
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Dr Britta Matthes from TCRG and the department for health at the University of Bath urged policymakers to “recognise” the industry’s tactics and ensure its influence “doesn’t weaken vital regulations”.
She added: “Despite claims of transformation — like British American Tobacco’s vision for a smokeless world and Philip Morris International’s pledge for a smoke-free future — big tobacco continues to rely on the same old playbook to undermine public health policies.”
Hazel Cheeseman, chief executive of Action on Smoking and Health, said: “The tobacco industry has a tired playbook of worn arguments that they have wheeled out to counter every proposed regulation to reduce smoking in the last 50 years. Very little of their hyperbolic claims have been borne out in the past, nor are they likely to be in the future.”
She added: “Policymakers must recognise these tactics and ensure industry influence doesn’t weaken vital regulations.”
Challenges for policymakers
The TCRG’s research also found that 42% of the industry submissions came from transnational tobacco companies or organisations with links to them.
Professor Anna Gilmore, director of TCRG, said the industry “fears the domino effect” that the implementation of a smoke-free generation policy could have, potentially spreading to other regions.
She added: “The tobacco industry’s business model is based on addicting young people. As a 1984 internal industry document stated: ‘Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years.’”
“The government must therefore stand firm against the industry lobby if it is to safeguard our children’s future.”
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