Sales of nicotine pouches in the UK are set to rise by more than a third this year as Big Tobacco companies ramp up advertising before marketing restrictions take effect next year. Sales reached an estimated £384mn in 2025 and are projected to exceed £579mn by end-2026, compared to £11.7bn for cigarettes. Companies like Nordic Spirit (owned by Japan Tobacco), Philip Morris International (Zyn), and British American Tobacco (Velo) are deploying aggressive campaigns including festival sponsorships and transport hub ads.

These efforts intensify ahead of a June 2027 UK-wide ban on non-medicinal nicotine advertising. The products have surged in popularity, with 7.5% of male 16- to 24-year-olds using them as of March 2026. Costs around £5 per can, cheaper than cigarettes or vaping.

Anti-smoking group ASH criticizes wide ad exposure to youth, while BAT has adjusted plans for the ban, including school-proximity advertising limits.