The British government led by Conservative Prime Minister Rishi Sunak has launched a legislative tightening to close a loophole in England. Targeting children and adolescents with this kind of marketing is something "unacceptable", the prime minister said.
There will also be a revision of the rules on "nicotine-free" products: they can now be sold regularly even to those under 18, unlike e-cigarettes which are banned. According to data from the NHS, the public health service, in 2021 9% of children aged 11-15 used e-cigarette, compared to 6% in 2018.