Voxly Vision
Does this apply to me?
The Act applies to anyone who publishes, prints, distributes or otherwise causes tobacco advertising to appear in the UK, including:
- Tobacco manufacturers and retailers
- Publishers, broadcasters and website operators
- Anyone involved in distributing promotional material
It is criminal law, enforced by Trading Standards and the courts rather than the ASA. Only narrow exceptions apply — for example, limited factual product information at the point of sale.
Key rules
The core prohibitions:
- No tobacco advertising in any medium, online included.
- No promotion through free distribution, coupons or similar.
- No sponsorship connected to tobacco products.
- Narrow exceptions only — chiefly factual information for those in the tobacco trade and limited point-of-sale material.
Common breaches
Where risk arises:
- Online promotion — social posts or websites that stray beyond permitted factual information.
- Indirect advertising — brand-stretching or imagery that promotes a tobacco brand.
- Point-of-sale displays that go beyond the narrow exceptions.
How Voxly Vision checks an ad against this code
Every report shows an overall verdict, the rules at stake and a recommended fix. For tobacco, Voxly Vision flags any content that could count as advertising or promotion, including indirect brand imagery.
Recent rulings
Tobacco and Vapes Act 2026
Amended · 29 Apr 2026
The new Act rewrote the definition of a tobacco product to cover anything made wholly or partly of tobacco, whether it's smoked, sniffed, sucked or chewed.
Sections: s.1 Definitions, s.2 Ad ban
Frequently asked questions
Is tobacco advertising illegal in the UK?
Yes. Publishing or distributing tobacco advertising is a criminal offence under this Act, with only narrow exceptions.
Does the ban cover online advertising?
Yes, the prohibition applies across media including online.
Who enforces it?
It's criminal law, enforced by Trading Standards and the courts, not the ASA.
What's changed under the Tobacco and Vapes Act 2026?
The definition of a tobacco product was broadened to cover anything made wholly or partly of tobacco, extending the ban's reach.