(qlmbusinessnews.com . Mon 16th Jun, 2025) London, UK —
Heated Tobacco Controversy: Sainsbury's and Morrisons Under Fire for Advertising Practices
The government has issued formal requests to leading supermarket chains Sainsbury's and Morrisons, urging them to cease the promotion of heated tobacco products, a practice it deems illegal.
According to a Reporters investigation earlier this year, both retailers had been seen displaying marketing materials, including posters and digital screens, showcasing devices designed to vaporise nicotine by heating tobacco with electricity. At that time, representatives from both Sainsbury's and Morrisons defended their actions, asserting the legality of their advertising efforts.
Following the government's correspondence, Sainsbury's stated it has been maintaining “close contact with the government” on this issue, whereas Morrisons has announced its intention to respond “in due course.”
The controversy harks back to legislation introduced by the Labour administration in 2002, under Prime Minister Tony Blair, which prohibited the advertising of tobacco products. This law broadly categorises tobacco products as items intended for use via smoking, sniffing, sucking, or chewing.
Morrisons, however, has contended that since heated tobacco products do not generate smoke, the ban does not apply to them.
Despite this argument, promotional materials for Phillip Morris International's (PMI) iQos heated tobacco gadget were still visible in certain Sainsbury's and Morrisons outlets as of June, as noted by the Reporters, with concerns raised about their accessibility to minors.
PMI has challenged the Department of Health's interpretation of the legislation, maintaining that its iQos product has been in compliance with all relevant laws and regulations since its market introduction in 2016.
Responding to the supermarkets' stance, the Department of Health and Social Care (DHSC) reiterated its belief that the existing law encompasses all currently available tobacco products, including heated tobacco.
An increase in the public’s awareness of heated tobacco goods, particularly among young adults, has been highlighted in recent surveys by the health charity Action on Smoking and Health. The surveys also revealed a slight uptick in experimentation with these products amongst minors, eliciting concern over potential health ramifications.
Whilst the long-term health impacts of heated tobacco use remain under-researched, experts suggest they are likely less harmful than traditional cigarettes but carry more risks than e-cigarettes and are less effective as cessation aids.
Sainsbury's reaffirmed its position, insisting that its advertising practices are lawful, and expressed its commitment to adapting to upcoming legislative changes. Morrison's similarly acknowledged the letter from the government and promised a forthcoming response.
The final determination on the legality of heated tobacco advertising could ultimately rest with the courts unless the matter is resolved through the introduction of new legislation. The proposed Tobacco and Vapes Bill, currently progressing through the House of Lords, aims to unequivocally prohibit all tobacco and vape advertising and sponsorship.
Hazel Cheeseman, director of Action on Smoking and Health, has called for the swift passage of this bill, criticising the supermarkets' reluctance to adhere to legal advice as “outrageous.”
While health policy is devolved across the UK, the administrations in Northern Ireland, Wales, and Scotland have aligned with the DHSC's stance against heated tobacco advertising. Other major supermarkets, such as Asda and Tesco, have stated their refusal to engage in tobacco advertising.
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