In the United Kingdom (UK), Heated Tobacco Products (HTPs) are regulated as tobacco products and are allowed for sale and use including sales through online channels. HTPs are also available in general retail stores. The law does not allow health benefit claims about these products and requires health warnings on their packaging. Notably, no restrictions exist on their flavours.
Data show that there were an estimated 496,252 adult users of HTPs in the UK in 2020, representing a current prevalence of HTP use of 0.9%. The daily prevalence of HTP use was 0.4% in 2020. In the same year, 5% of respondents to a survey stated that they had ever tried HTPs.
Prevalence
- 1. Special Eurobarometer 506: Attitudes of Europeans towards tobacco and electronic cigarettes (v1.00). (2021). [Data set]. European Commission, Directorate-General for Communication. https://data.europa.eu/88u/dataset/S2240_506_ENG 2. Calculation based on population size data of people over 15 years of age (16+). Source of population data: World Population Prospects 2019 [Internet]. United Nations; 2019. (Department of Economic and Social Affairs, editor. Population Division). Report No.: Rev. 1. Available from: https://population.un.org/wpp/Download/Standard/Population/
- Special Eurobarometer 506: Attitudes of Europeans towards tobacco and electronic cigarettes (v1.00). (2021). [Data set]. European Commission, Directorate-General for Communication. https://data.europa.eu/88u/dataset/S2240_506_ENG
Product promotion
- Anti Smoking Global Index. Heated Tobacco Products. Available at: https://antismoking.global/world-map. Accessed: 16 July 2025.
- Authorities do not support relative risk claims for these products.
Regulation
| Year | Value | Reference/Comment |
|---|---|---|
| 2017 or earlier | Allowed | 1A A |
| 2024 | Allowed | 1B |
- Philip Morris International website. Available at: https://www.pmi.com/smoke-free-products/iqos-our-tobacco-heating-system
- 1. Anti Smoking Global Index. Heated Tobacco Products. Available at: https://antismoking.global/world-map. Accessed: 16 July 2025. 2. Global Action to End Smoking. State of Smoking and Health in United Kingdom. Available at: https://globalactiontoendsmoking.org/research/tobacco-around-the-world/united-kingdom/. Accessed: 17 July 2025.
- IQOS
- 1. Anti Smoking Global Index. Heated Tobacco Products. Available at: https://antismoking.global/world-map. Accessed: 16 July 2025. 2. Global Action to End Smoking. State of Smoking and Health in United Kingdom. Available at: https://globalactiontoendsmoking.org/research/tobacco-around-the-world/united-kingdom/. Accessed: 17 July 2025.
Availability
- Anti Smoking Global Index. Heated Tobacco Products. Available at: https://antismoking.global/world-map. Accessed: 16 July 2025.
- Philip Morris International website. Available at: https://www.pmi.com/smoke-free-products/iqos-our-tobacco-heating-system
- IQOS
Regulations and restrictions
- Anti Smoking Global Index. Heated Tobacco Products. Available at: https://antismoking.global/world-map. Accessed: 16 July 2025.
Formal support
- Anti Smoking Global Index. Heated Tobacco Products. Available at: https://antismoking.global/world-map. Accessed: 16 July 2025.
Tax
- Anti Smoking Global Index. Heated Tobacco Products. Available at: https://antismoking.global/world-map. Accessed: 16 July 2025.
Publications
Tobacco harm reduction and the FCTC: issues and challenges at COP11
From 17th – 22nd November 2025, COP11 is taking place in Geneva. This Briefing Paper explores the efficacy of the FCTC in reducing smoking, and considers the challenges posed by COP11 to consumer access to safer nicotine products and tobacco harm reduction progress.
The Global State of Tobacco Harm Reduction 2024: A Situation Report
This Briefing Paper summarises The Global State of Tobacco Harm Reduction 2024: A Situation Report, which uses the latest evidence and new data projections to report on the current global THR situation and its potential to rapidly reduce the burden of disease and mortality associated with risky tobacco use.
A smokefree UK? How research, policy and vapes have cut smoking rates
The number of people who vape in the United Kingdom is soon set to exceed the number who smoke for the first time. This Briefing Paper explores the United Kingdom’s progress towards becoming smokefree, highlighting both the successes and the challenges.