Retailers have been told to immediately remove IQOS window vinyls and backwall units from public view after new legislation states they cannot be displayed.
The Tobacco and Vapes Bill became law last Wednesday (29th April), which means heated tobacco now falls under the Tobacco Advertising and Promotions Act restrictions and is subject to the same marketing restrictions as traditional cigarettes.
As a result, Philip Morris Limited (PML) UK has told retailers that the following promotional materials for IQOS are no longer compliant and must be removed from the shopfloor:
1. IQOS Window Vinyls
2. IQOS Backwall Units
(IQOS-only assets that do not display or reference tobacco products can continue to be displayed)
3. Product display or promotional materials that reference TEREA, DELIA or the heated tobacco category as a whole are prohibited and must not be displayed.
While ensuring compliance is ultimately a retailer’s responsibility, PML’s B2B team will be in touch with IQOS retailers shortly to schedule a visit. “We will handle the professional removal and disposal of any IQOS vinyls or backwall units we deem as non-compliant, at no cost to you,” said the firm. It added that certain signage, such as ‘Heated tobacco sold here’ was still permitted.
Display and advertisement of other categories such as zero tobacco, vapes and nicotine pouches is permitted for the time being under the usual legal framework, and subject to standard age verification.
The Tobacco and Vapes Act declares that from January 2027 it will be illegal to sell any tobacco product to anyone born from 1 January 2009. The ban covers cigarettes, roll your own/ loose tobacco, cigarette papers, and heated tobacco consumables including TEREA and DELIA sticks. However, LEVIA and IQOS devices are not included in the ban.
The new law also includes a minimum age sale of 18 for nicotine pouches.
If retailers have questions about specific heated tobacco units or want to request a visit from PML UK sooner, the company has asked them to phone: 0333 320 0777.
