Sainsbury’s and Morrisons are facing criticism for displaying adverts promoting heated tobacco products, despite UK laws banning tobacco advertising. Trading Standards has warned that these advertisements likely violate the law, but enforcement challenges have left the issue unresolved.
The ads, seen on video screens and posters inside stores, promote iQos and Ploom—devices that heat tobacco rather than burn it. While heated tobacco is considered less harmful than cigarettes, experts say it is still more dangerous than vaping and less effective in helping smokers quit.
Tobacco Ad Ban Under Scrutiny
Since 2002, the UK has prohibited tobacco advertising, yet customers walking into Sainsbury’s or Morrisons may encounter promotions for heated tobacco products in prominent store locations. Some of these ads, including flashing video screens, are placed where they can easily be seen by children.
The Chartered Trading Standards Institute (CTSI), which represents local authority enforcement teams, has called the ads “prohibited” under the existing law. However, CTSI lead officer for tobacco and vaping, Kate Pike, noted that the matter has never been tested in court.
“The only people who can definitively test it are the courts,” Pike told the BBC. “But Trading Standards is very stretched, and that’s probably why you’re seeing more of these ads.”
Supermarkets and Tobacco Companies Defend Advertising Practices
Morrisons and Sainsbury’s argue that the advertising ban does not apply to heated tobacco, as the law specifically refers to products that are “smoked, sniffed, sucked, or chewed.” Heated tobacco does not produce smoke, and retailers claim this distinction makes their promotions legal.
Philip Morris International (PMI), which manufactures iQos, maintains that point-of-sale communications about the device are lawful. Japan Tobacco International (JTI), the maker of Ploom, shares a similar stance.
Morrisons stated, “On that basis, we are comfortable that it is legal for heated tobacco products to be advertised in store.”
Sainsbury’s echoed this position, saying its ads comply with “current tobacco legislation.” Both supermarkets emphasized that they do not sell these devices to minors.
Health Concerns and Industry Pushback
Health experts remain concerned about the potential risks of heated tobacco. Prof. Lion Shahab, co-director of the tobacco and alcohol research group at University College London, noted that while heated tobacco is likely less harmful than cigarettes, it is “probably more harmful than e-cigarettes and less effective at helping smokers quit.”
Public health advocates have condemned the supermarkets for allowing the ads. Hazel Cheeseman, chief executive of Action on Smoking and Health (ASH), called the practice “disgraceful behavior” that undermines enforcement efforts and exposes young people to new tobacco products.
Government Response and Future Legislation
The UK government has not clarified whether it still considers heated tobacco advertising illegal. However, a spokesperson confirmed that the upcoming Tobacco and Vapes Bill aims to strengthen existing regulations, including restrictions on advertising.
“This government’s landmark Tobacco and Vapes Bill will enhance existing legislation, including on advertising, and put us on track for a smoke-free UK,” the spokesperson said.
The bill is expected to introduce stricter regulations on the promotion of all nicotine and tobacco products, including vapes and nicotine pouches.
Meanwhile, other major supermarkets, including Tesco and Asda, have confirmed they do not advertise heated tobacco products, aligning with their interpretation of current laws.
As the debate over heated tobacco advertising continues, pressure is mounting on regulators and supermarkets to clarify the law—and protect public health.
