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BAT UK sets out plan to tackle youth vaping

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BAT UK launches youth prevention scheme in Parliament and signs up to industry-wide Code of Conduct to prevent under-18s vaping

UK’s leading e-cigarette producer is first to make tangible commitments on preventing youth access to vaping products


26th February 2019, London: British American Tobacco (BAT) UK, the company behind the popular brand Vype, today outlined its approach to combating youth vaping in the UK with a series of initiatives aimed at ensuring the responsible marketing and retailing of e-cigarettes. Speaking to Members of Parliament, BAT UK restated its commitment to ensuring that all vaping products exclusively target adult smokers and vapers and announced its new youth access prevention scheme, BAT VerifY.

The e-cigarette market has grown rapidly over the past few years, with an estimated 3.2 million adults in the UK using an e-cigarette[1]. Along with this rapid growth in the UK, there have been concerns in some other countries that under-18s are accessing vaping products as well. BAT UK today committed to do its part in ensuring the prevention of youth access to any form of nicotine containing product and to continue its responsible approach to the way it makes, markets and sells e-cigarettes.

During today’s session of the All-Parliamentary Party Group on Vaping, BAT UK announced the rollout of BAT VerifY, a scheme aimed at ensuring that all retailers of e-cigarettes are aware of their role in the prevention of access to vaping by under-18s. BAT UK’s VerifY scheme will complement the BAT Group’s International Marketing Principles, which set out the Group’s approach to the responsible and transparent marketing of vapour products, and will include activities aimed at ensuring that retailers are:

  • aware of the minimum age for the sale of vaping products
  • aware of their responsibilities with regards to ensuring the minimum age is checked and complied with
  • promoting best practices of age verification

BAT UK has also been instrumental in the drafting of the new UK Vaping Industry Association (UKVIA) Code of Conduct on youth vaping prevention, which outlines ten principles members must follow as part of efforts to prevent under-18s using e-cigarettes.

Mark Pawsey MP, Chairman of the All-Party Parliamentary Group for e-cigarettes, said: The e-cigarette market is developing at lightning speed and is a great example of how innovation can be harnessed to improve public health, by helping smokers to cut down or quit. But with this comes a responsibility to prevent young people from having access to these products. Today the industry has taken an important step in ensuring this is the case thanks to the UKVIA’s new Code of Conduct.”

Gemma Webb, General Manger UK & Ireland at British American Tobacco, said: The launch of BAT VerifY is further demonstration of our strong commitment to preventing youth vaping and I am pleased we have been given the opportunity to discuss this important issue with Members of Parliament. All e-cigarette producers have a role to play in preventing young people from accessing nicotine containing products and at BAT UK we continue to have strict vetting of our marketing communications and are working closely with retailers to improve the processes and checks around sales.”


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About British American Tobacco

British American Tobacco (BAT) is a global tobacco and nicotine products company. Its brands are sold in more than 200 markets and it employs around 55,000 people worldwide. BAT’s cigarettes are chosen by around one in eight of the world’s one billion adult smokers and its five Global Drive Brands are Dunhill, Kent, Lucky Strike, Pall Mall and Rothmans. Alongside its traditional tobacco business, BAT is developing a portfolio of innovative next generation tobacco and nicotine products to offer consumers a choice of potentially less risky alternatives to conventional cigarettes. BAT is market leader in over 55 countries and in 2016 the Group generated reported revenue of £14.75 billion and adjusted profit of £5.48 billion.

In July 2017, British American Tobacco p.l.c. acquired the remaining 57.8% of Reynolds American Inc. that BAT did not already own, creating a stronger, global tobacco and Next Generation Products company.


[1] ASH UK, 14th September 2018. The PR states “YouGov surveyed over 12,000 adults for ASH, with a further analysis by King’s College London, estimating that there are now 3.2 million vapers in Great Britain.”


SOURCE: British American Tobacco

Currently located in Sydney, Australia, I have been vaping since 2009 and became active in the e-cigarette industry in late 2015. Since then I’ve had the pleasure of visiting over 700 shops in 6 countries.

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