UK Vape Advertising and Sponsorship Ban: What Changes From 1 June 2027
A new provision of the Tobacco and Vapes Act 2026 will stop vaping and nicotine products being advertised or sponsored anywhere in the UK from 1 June 2027. Here is what the ban actually covers, what stays in place, and what it means if you buy or sell vapes.
If you have noticed vape brands pulling back on billboards, social media promotions and shop sponsorship deals over the past year, there is a reason. The Tobacco and Vapes Act 2026, which received Royal Assent on 29 April 2026, includes a provision that will end almost all advertising and sponsorship of vaping and nicotine products across the UK. The Department of Health and Social Care has confirmed the ban will come into force on 1 June 2027.
This is a separate measure from the vaping tax, the duty stamps scheme, the vending machine ban and the packaging consultation we have covered in previous articles. Those changes affect price, authentication and where products can physically be sold. This one is about marketing, and it will change how every vape retailer, including EcoSmok, is able to talk about its own products online and in store.
Nothing changes today. The ban does not start until 1 June 2027, and current advertising rules from the Advertising Standards Authority already restrict how vapes can be marketed, particularly around under 18s. This article explains what the new law adds, what it removes, and how EcoSmok plans to keep giving customers the factual information they need to choose the right product.
What is changing, and when
Part 6 of the Tobacco and Vapes Act 2026 introduces a comprehensive prohibition on advertising and sponsorship of tobacco products, vaping products, nicotine products, herbal smoking products and cigarette papers. The Act became law in April 2026, but this section is not yet in force. The Secretary of State needs to bring it into effect through secondary legislation, and the government has now confirmed that date as 1 June 2027.
In practical terms, the ban prohibits publishing or arranging adverts through any medium, including websites, social media, billboards, posters, shop windows and public transport, and it prohibits sponsorship contributions where the effect is to promote a tobacco, vaping or nicotine product. The Act makes carrying out these activities in the course of business an offence.
What counts as advertising and sponsorship
Based on the government's own description of the measure, the ban is intended to cover a wide range of promotional activity rather than a single channel. That includes:
- Paid social media promotion and influencer marketing arrangements
- Digital advertising, display banners and paid search advertising
- Email and SMS marketing campaigns that promote products rather than simply informing existing customers
- Billboards, posters, shop windows and public transport advertising
- Sponsorship of events, teams, venues or content where the effect is to promote a product or brand
- Promotional materials inside shops specifically designed to encourage sales, as opposed to plain shelf or price labelling
The Act broadens the legal definition of a tobacco product to cover anything intended to be smoked, sniffed, sucked or chewed, which the Advertising Standards Authority has noted could bring some heated tobacco and nicotine products into scope that previously sat outside tobacco advertising rules. Businesses in any doubt about where their own marketing sits should take independent legal advice as the 2027 date approaches.
What is still allowed
The ban is aimed at promotional advertising, not at the basic ability of a legal retailer to sell legal products to adults. Based on the detail published so far, retailers should still be able to:
- List products for sale on their own website with factual names, descriptions, strengths and prices
- Provide the product information a customer needs to make an informed choice, without promotional or persuasive advertising techniques
- Support public health messaging, since campaigns that promote vaping as a way to quit smoking are explicitly permitted
- Allow healthcare professionals, such as GPs and pharmacists, to discuss vaping products with no brand attached with patients as part of stop smoking support
This is the same principle that already applies to how EcoSmok writes its own product pages and guides: clear, factual information behind an age check rather than promotional hype. You can read more about how we handle age verification on our Age Verification page, and general product education on our Vaping Knowledge page.
How this fits the wider 2026 to 2027 timeline
Tobacco and Vapes Act 2026 receives Royal Assent
The Act becomes law, setting out a series of measures to be brought in over the following two years, from taxation to advertising.
Vaping Products Duty and duty stamps begin
A flat rate excise duty and a physical and digital stamp scheme start, covered in our duty stamps article.
Packaging and display consultation closes
The DHSC consultation on plain packaging, flavour naming and display inside shops closes for responses. See our packaging and flavour rules article for the detail.
Vending machine sales end
Vapes, tobacco and nicotine products can no longer be sold from vending machines. Full detail in our vending machine ban article.
Advertising and sponsorship ban comes into force
The subject of this article. Promotional advertising and sponsorship of vaping and nicotine products ends UK wide, with factual retail information still permitted.
Hayati Pro Max+ 6000 Prefilled Pods
A straightforward example of the factual product information that will remain available after 1 June 2027: clear flavour naming, nicotine strength and pod compatibility, with no promotional gimmicks needed. These prefilled replacement pods are designed for the Hayati Pro Max+ 6000 device and are one of our current best sellers among prefilled pod formats.
Shop NowShopping with EcoSmok, before and after the ban
EcoSmok's approach to marketing has always leaned on straightforward product information rather than gimmicks, so the practical impact of the 2027 ban on how you shop with us should be limited. You will still be able to browse our full range across e-liquids, nicotine salts, vaping kits and refillable pods, read accurate descriptions, compare strengths and flavours, and check prices, all of which sits comfortably within the factual information that stays permitted.
What will change, over time, is the promotional layer around that information: things like paid social media campaigns, influencer partnerships and sponsorship deals. Age verification and identity checks are unaffected by this ban and remain a legal requirement for every order, as explained on our Age Verification page.
Before 1 June 2027 vs after
| Activity | Now | From 1 June 2027 |
|---|---|---|
| Product pages listing flavours, strengths and prices | Permitted, subject to ASA rules on responsible marketing | Still permitted as factual information, browse our e-liquids range |
| Paid social media adverts and influencer posts | Permitted, with existing age targeting and content restrictions | Prohibited |
| Sponsorship of events, teams or venues | Permitted in limited circumstances | Prohibited where the effect is to promote a product |
| Billboards, posters and transport advertising | Permitted, subject to placement and content rules | Prohibited |
| Promotional displays inside shops designed to boost sales | Permitted, ahead of any separate display rule changes | Prohibited, plain point of sale information may continue |
| Public health campaigns promoting vaping for smoking cessation | Permitted | Still permitted, explicitly protected under the Act |
| Buying nic salts, kits or pods for your own use | Permitted for verified adults, see nic salts and pod kits | Unchanged, this ban does not restrict who can buy |
Getting ready for the change
There is no need to do anything differently today. The ban is not yet in force, and the government has said further secondary legislation and Advertising Standards Authority guidance will be published before June 2027. For now, the most useful thing shoppers and small retailers can do is keep an eye on official updates rather than rely on second hand summaries.
- Follow updates directly from GOV.UK and the Department of Health and Social Care rather than social media speculation
- Check the Advertising Standards Authority and Committees of Advertising Practice for updated Code guidance once it is published
- If you run a vape business, start reviewing which of your current marketing channels rely on paid promotion or sponsorship, since these are the areas most likely to be affected
- Keep using trusted, factual sources such as our own FAQ page and Customer Support page for product questions
Frequently asked questions
When does the UK vape advertising and sponsorship ban start?
The ban on advertising and sponsorship of vaping and nicotine products takes effect on 1 June 2027, under Part 6 of the Tobacco and Vapes Act 2026. The Act received Royal Assent on 29 April 2026, but this particular provision needs secondary legislation and guidance before it comes into force, which is why the start date sits more than a year later.
Will I still be able to see vape products and prices online after the ban?
Yes. The ban targets promotional advertising and sponsorship activity, not the ability of a retailer to list products for sale. Factual information such as product names, descriptions, strengths and prices can still be shown on a retailer's own website so customers can make an informed purchase.
Does the ban cover social media and influencer marketing?
Yes. Coverage set out around the ban includes social media promotion, influencer marketing, digital advertising, email marketing campaigns, billboards, posters, shop windows, public transport advertising and sponsorship agreements such as event or team sponsorship.
Can shops still display vapes in store after 1 June 2027?
The advertising and sponsorship ban is separate from the display and packaging proposals being consulted on separately by the Department of Health and Social Care, which closes on 2 October 2026. That consultation covers plain packaging, flavour naming and moving vapes behind the counter. Final display rules for shops will depend on the outcome of that process.
Who enforces the vape advertising ban?
The Act makes it an offence for a business to publish or arrange a prohibited advertisement or sponsorship deal. The Advertising Standards Authority and the Committees of Advertising Practice have said they plan to consult on updated Code rules to align with the new restrictions once they are in force, alongside enforcement by local authorities.
Does this affect the price or availability of vaping products?
No. The advertising and sponsorship ban does not change how vaping products are taxed, priced or stocked. It changes how they can be marketed. Separate measures already in force, such as Vaping Products Duty and the Vaping Duty Stamps Scheme from 1 October 2026, cover pricing and product authentication instead.
Explore More
Ready to explore our range?
Browse EcoSmok's full collection of kits, pods and e-liquids, all listed with clear, factual product information.
Shop Vaping Kits
Leave a comment