As a member of the EU, tobacco product regulation falls mainly under the Tobacco Products Directive (TPD). Under the TPD, the United Kingdom has implemented regulations concerning tobacco product flavors, ingredients, warning labels, advertising bans, and sales restrictions. Smokeless tobacco products for oral use are banned, but e-cigarettes and heat-not-burn products are allowed and are subject to ingredient, packaging, warning label, and advertising restrictions. As of May 2017, it’s illegal for UK retailers to sell branded cigarette packs.
UK media frequently covers regulations created to decrease the number of cigarette smokers in the country, including increased taxes on cigarettes. Coverage also focuses on the increasing use of e-cigarettes and positive public opinion toward these products as potential reduced-risk alternatives.
Generally, the public views e-cigarettes as safer and healthier alternatives to cigarettes. Most people do not see e-cigarettes causing an increase in the number of teenage cigarette smokers. Public Health England actively encourages smokers to use e-cigarettes as a tool to help them quit.