Sainsbury's and Morrisons told to make major change in stores as warning issued

Sainsbury's and Morrisons have been told to stop "advertising and promoting" heated tobacco products. Heated tobacco products produce vapours containing nicotine, rather than smoke.

In the UK, the advertising and promotion of tobacco products has been banned since 2002. This applies to all tobacco products that can be "smoked, sniffed, sucked or chewed".

However, a report from the in February this year showed and were displaying posters and video screens showing heated tobacco products.

READ MORE:

READ MORE:

Both said at the time that they believed the adverts were legal - with Morrisons arguing that the ban did not apply to heated tobacco products as they do not produce smoke.

The BBC has now obtained a new statement from the Government which clarified that the ban does include heated tobacco products, and said it has written to the supermarkets. The BBC said the advertisements were still on display this month.

A Department of Health and Social Care (DHSC) spokesperson told the BBC: "In May, we wrote to supermarkets reiterating that the Tobacco Advertising and Promotion Act 2002… applies to all tobacco products currently on the market, and formally requested they stop advertising and promoting heated tobacco products in stores.”

A spokesperson for Morrisons told the it was reviewing the letter. A Sainsbury’s spokesperson said: “We offer a range of age-restricted products under our strict Think25 policy, including this heated tobacco device which is advertised.

“This is an alternative to cigarettes and is fully compliant with current legislation. We recognise the deeply complex and emotive nature of this topic.

“We remain in close contact with the Government and industry partners and are planning our transition to ensure we also comply with planned incoming legislation.“

The Government is expected to ban all tobacco and vape advertising and sponsorship when it passes the Tobacco and Vapes Bill, which is currently at the committee stage in the House of Lords.

It comes after a ban on disposable vapes was introduced on June 1, which makes it illegal for any retailer to sell them. The ban applies to both online and in-store sales across England, , Wales and Northern Ireland.

Rogue traders who continue to sell them risk a fine of £200 in the first instance, followed by an unlimited fine or jail time for repeat offending. Retailers are still allowed to sell reusable vapes.

Figures from the charity Action on Smoking and Health (Ash) suggests the number of vapers in Great Britain who mainly use single-use devices fell from 30% in 2024 to 24% in 2025.

The use of disposables by 18 to 24-year-old vapers fell from 52% in 2024 to 40% in 2025.