On 29 October 2026, the provisions in the Tobacco and Vapes Act 2026 that prohibit the free distribution, and selling at a substantial discount, of certain products came into force. The products captured within the scope of this prohibition are tobacco products, herbal smoking products, cigarette papers, vaping products and nicotine products.
This Advertising Guidance is intended to support compliance with the law and the UK Advertising Codes. It sets out CAP and BCAP’s understanding of the scope of the prohibition and explains the Code rules that the ASA may apply if it takes action over marketing communications that feature such practices.