MP Demands Supermarket Ad Ban for Heated Tobacco Devices as Loophole Exposed
The Government is under mounting pressure to close a regulatory loophole that permits the advertising of heated tobacco products in supermarkets, with a Labour MP leading calls for an explicit ban in upcoming legislation.
Health Secretary Faces Calls for Legislative Action
Health Secretary Wes Streeting has been urged to take decisive action to stop the promotion of heated tobacco devices, which heat tobacco rather than burning it like traditional cigarettes. The issue centres on advertisements displayed in major supermarket chains, which critics argue exploit a legal grey area despite existing restrictions on tobacco advertising.
Dr Beccy Cooper MP, a public health doctor and member of the Health and Social Care Select Committee, has called on the Government to make the prohibition of such advertisements "explicit" in the Tobacco and Vapes Bill, which is currently in its final stages of parliamentary scrutiny. Further debate on the bill is scheduled for tomorrow.
Supermarkets Defy Government Warnings
In June last year, the Government formally wrote to Sainsbury’s and Morrisons, requesting they cease all "advertising and promotion" of heated tobacco products. This followed reports that Philip Morris International’s IQoS heated tobacco device was being advertised in their stores. At the time, PMI stated it had "complied with all applicable laws and regulations" since launching iQos in 2016.
Despite this intervention, some supermarkets have continued to display advertisements, prompting Dr Cooper to tell The Mirror: "The Government has been clear that it is illegal to advertise any tobacco products in supermarkets and that includes heated tobacco devices. Despite this, some supermarkets have continued to display ads for these products, even though the Government has told them it is against the law. The Tobacco and Vapes Bill needs to make this absolutely explicit."
Peers and Experts Weigh In on the Debate
Liberal Democrat peer Baroness Northover recently addressed the House of Lords, labelling the advertisement of heated tobacco products as "unacceptable" and calling for their inclusion in the bill "without ambiguity or exception." She emphasised a critical distinction between these products and vapes, noting: "Heated tobacco products should not be conflated with vapes. Vapes can be and are recommended for smoking cessation, following evidence, including a Cochrane review, showing that they are a helpful tool for smokers. Heated tobacco products do not meet that standard and are not recommended by NICE... If we are indeed serious about creating a smoke-free generation, all tobacco products, including heated tobacco, must be included without ambiguity or exception."
Supermarket and Government Responses
A Sainsbury's spokeswoman defended their position, stating: "We offer a range of age-restricted products under our strict Think25 policy, including this heated tobacco device which is advertised. This is an alternative to cigarettes and is fully compliant with current legislation. We recognise the deeply complex and emotive nature of this topic. We remain in close contact with the Government and industry partners and are planning our transition to ensure we also comply with planned incoming legislation."
In response, a Department of Health and Social Care spokeswoman reiterated the Government's stance: "All tobacco products are harmful to health and there is no safe level of tobacco consumption. It is the Department's view that the advertising of any tobacco product including heated tobacco is already illegal, and our landmark Tobacco and Vapes Bill will make this even more explicit to put us on track to a smoke-free UK."
The ongoing debate highlights the tension between commercial practices and public health objectives, with lawmakers pushing for clearer regulations to eliminate any perceived loopholes in the fight against tobacco use.
