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** 6 May 2026
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** UK
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** Blog: Former Chief Executive of ASH, Deborah Arnott, reflects on the journey of the smokefree generation policy (#1)
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** Comment: Call for stronger support for current smokers as UK moves towards smoke-free future (#2)
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** Director of Fresh, Ailsa Rutter OBE, hails the Tobacco and Vapes Act as turning point for public health (#3)
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** Directors of Public Health in the South West celebrate the Tobacco and Vapes act receiving royal assent (#4)
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** Study examines impact of vaping on behaviour in Scottish schools (#5)
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** Belfast café fined for breaching indoor smoking laws (#6)
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** Japan Tobacco International campaign uncovers illicit sales in Bradford West (#7)
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** Study by nicotine pouch retailer suggests pouch strength drives consumer choice (#8)
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** International
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** Australia: Philip Morris claims illicit trade could overtake legal market in Australia in Senate hearing (#9)
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** US: FDA authorises fruit-flavoured vapes (#10)
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** Belgium to lift supermarket tobacco sales ban after court ruling (#11)
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** Republic of Ireland: Retail industry body claims price gap drives people to buy tobacco overseas (#12)
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** UK
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** Blog: Former Chief Executive of ASH, Deborah Arnott, reflects on the journey of the smokefree generation policy

Writing for the King’s Fund, Deborah Arnott, former Chief Executive of ASH and Hon Associate Professor at UCL reflects on how the smokefree generation policy progressed to become law. She highlights that the policy was first introduced by Rishi Sunak’s Conservative government but received royal assent under the current Labour Government.

Arnott highlights that polling expert Professor Sir John Curtice called the policy “a legacy that many a prime minister would die for.” She explains that the policy was suggested to Rishi Sunak as a “long shot”, but he ultimately decided to progress with the policy due to the number of lives it would save. Arnott reflects that the policy had been included in the 2022 Khan review on ending smoking, but had first been proposed ten years earlier at a meeting of global experts in tobacco control to investigate ‘endgame’ strategies.

Arnott highlights the importance of supporting current smokers in the UK to quit, who are not affected by the smokefree generation policy. She explains that the smoking cessation options available in 2012 were insufficient for many smokers, but that the emergence of e-cigarettes has given people who aren’t ready to quit nicotine entirely an effective alternative. Arnott emphasises the importance of regulating vapes so that they are not attractive or used by young people but are available to current adult smokers looking to quit. She concludes that the smokefree generation and the Tobacco and Vapes Act is a “legacy any government can be proud of.”

Source: The King’s Fund, 5 May 2026
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** Comment: Call for stronger support for current smokers as UK moves towards smoke-free future

Writing in the Pharmacist, Darush Attar-Zadeh, clinical fellow pharmacist member at Asthma + Lung UK, has welcomed the Tobacco and Vapes Act as a major step towards protecting future generations from tobacco. However, he emphasises that the 5.3 million people in the UK who currently smoke still require effective support to quit, warning that uneven funding for cessation services across regions is limiting access to help. He draws attention to recent research by ASH that highlights the disparities in how ICBs fund stop smoking services, making it a ‘postcode lottery’.

The article also highlights evidence from Cancer Research UK that shows that 85% of people who smoke and used to smoke regret starting. Looking ahead, Darush Attar-Zadeh calls for increased investment in smoking cessation services and the introduction of a levy on tobacco companies to fund them.

Source: The Pharmacist, 5 May 2026

See also: Huge variation in NHS stop smoking funding leaves high need areas underresourced. ([link removed]) BMJ 2026; 393 :s724 doi:10.1136/bmj.s724
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** Director of Fresh, Ailsa Rutter OBE, hails the Tobacco and Vapes Act as turning point for public health

Ailsa Rutter OBE, Director of Fresh and Balance, has described the Tobacco and Vapes Act as a globally significant step towards eliminating smoking. She highlighted decades of progress in reducing smoking-related harm in the North East, where smoking rates have declined significantly, while stressing that the coming years will be critical for ensuring the policy achieves its goals.

Drawing on her professional experience and the personal loss of her father, she underlined the severe health consequences linked to smoking and the disproportionate impact on disadvantaged communities. She also rejected arguments about reduced personal freedom, reinforcing that there is no freedom in addiction.

Ailsa Rutter also emphasises the need to continue supporting existing smokers, many of whom want to quit, and called for sustained investment in smoking cessation services.

Source: ChronicleLive, 5 May 2026
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** Directors of Public Health in the South West celebrate the Tobacco and Vapes act receiving royal assent

Directors of Public Health in South-West England have welcomed the passage of the Tobacco and Vapes Act, describing it as a major step towards reducing preventable illness and supporting a smoke-free future. In February 2026, Council Leaders and Directors of Public Health in the South West wrote to the Minister for Public Health calling for the swift passage of the Tobacco and Vapes Bill through Parliament.

Public health leaders are encouraging current smokers in the region to use the new law as motivation to stop. Recent figures from the NHS shows that almost 26,000 people in the South West pledged to quit smoking in the year up to March 2025.

Source: South Gloucestershire Newsroom, 5 May 2026
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** Study examines impact of vaping on behaviour in Scottish schools

New research conducted by the University of Stirling and the Scottish Centre for Social Research suggests that the use of vaping devices and nicotine pouches among teenagers has led to some pupils skipping lessons. Teachers reported that the use of nicotine is contributing to disciplinary problems in the classroom.

The study involved interviews with staff and teenage pupils. Staff reported that that the issue is “taking them away from teaching” due to having to patrol school grounds and have discussions with local retailers. They also reported that that some pupils become “agitated” when they are stopped from vaping.

Dr Allison Ford, associate professor at the University of Stirling’s Institute for Social Marketing and Health, stated that many staff feel underprepared to address the risks associated with nicotine products and are calling for better educational resources to support teaching. Co-author Prof Jamie Pierce from the University of Edinburgh highlighted that the Tobacco and Vapes Act will help to address the issue by regulating the marketing and packaging of nicotine products, including introducing an age of sale for nicotine pouches.

Source: The Telegraph, 5 May 2026

See also: MacGregor A, Hamid A, Shields J, et al ‘I’ve got a pupil who vapes every 20 minutes’: exploration of the wider impact on schools of young people’s use of new nicotine products in the UK. ([link removed]) BMJ Open 2026;16:e115484. doi: 10.1136/bmjopen-2025-115484
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** Belfast café fined for breaching indoor smoking laws

A café in Belfast has been ordered to pay £1,100 in fines after admitting it failed to stop customers using shisha inside its premises, in violation of the 2006 Smoking (Northern Ireland) Order that prohibits smoking in enclosed or substantially enclosed public spaces.The case was brought by the local council following multiple inspections where indoor smoking was observed.

Shisha is subject to the same legal restrictions as other forms of smoking and is only permitted in suitably open or outdoor environments.

Source: Belfast Live, 5 May 2026
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** Japan Tobacco International campaign uncovers illicit sales in Bradford West

An investigation in Bradford West by tobacco company Japan Tobacco International as part of its ‘It costs more than you think’ campaign has uncovered illicit tobacco sales in 34 out of the 48 independent shops visited.

Polling commissioned by the ‘It costs more than you think’ campaign has claimed 60% of Bradford residents are concerned about the impact of the illicit trade on local businesses.

Source: Wholesale Manager, 6 May 2026

Editorial note: This article has been included to provide insight into market trends and industry developments. The article does not include any information about the methodology behind the JTI polling, the question wording, or how participants were recruited.

Tobacco companies have a long track record of fuelling concerns about the illicit tobacco trade to further their lobbying efforts, undermine public health policies and maximise their profits. For more information see ASH’s webpage – illicit tobacco: facts, trends and industry tactics. ([link removed])

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** Study by nicotine pouch retailer suggests pouch strength drives consumer choice

A survey of 1,500 adults by nicotine pouch retailer Northerner has suggested that nicotine pouch strength is the most significant factor amongst those who would consider buying nicotine pouches. Strength was cited as a factor by 25% of respondents, followed by price at 19% and brand reputation at 15%. The least significant factor was packaging and design, cited by 4% of respondents.

The findings suggest that preferences differ by age. Younger adults place the greatest emphasis on strength and convenience, whereas older groups increasingly prioritise price.

Source: Talking Retail, 5 May 2026

Editorial note: The article does not include any information about who carried out the polling, the methodology, the question wording, how participants were recruited or how representative the sample is.
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** International
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** Australia: Philip Morris claims illicit trade could overtake legal market in Australia in Senate hearing

Philip Morris privately addressed an Australian Senate inquiry, claiming that the illicit market for tobacco in Australia could eliminate legal sales within the next decade, the Guardian Australia has revealed. Philip Morris suggested reducing excise as a way to curb the illicit trade, while also claiming confidentiality was necessary for their executives due to risks linked to organised crime. The Australian illicit tobacco commissioner told the inquiry that illicit sales account for between 50-60% of the tobacco market in Australia.

The private session has drawn criticism from government figures, health organisations and advocacy groups, who argue it undermines the WHO Framework Convention on Tobacco Control which protects public health policy from tobacco industry interference. The Australian federal customs minister, Julian Hill, stated that tobacco companies have not answered concerns about supply chains and past allegations of involvement in illicit markets. The Federal Health Minister wrote to MPs to remind them of the WHO Framework Convention of Tobacco Control.

Source: The Guardian, 5 May 2026
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** US: FDA authorises fruit-flavoured vapes

The FDA have authorised the sale of certain fruit-flavoured vapes aimed at adult smokers, marking a notable change in regulatory approach following industry lobbying during Donald Trump’s presidency. The newly permitted products from Glas vapes include mango and blueberry flavours, alongside menthol variations. The FDA have emphasised that the decision is not an endorsement of safety and highlighted the vape company’s digital age verification system to attempt to ensure they are only used by adults.

Source: The Independent, 5 May 2026
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** Belgium to lift supermarket tobacco sales ban after court ruling

Belgium will reverse its restriction on tobacco sales in larger shops following a legal challenge by interest group Buurtsuper.be and Philip Morris Benelux. The Constitutional Court determined that treating bigger and smaller retailers differently was discriminatory and therefore unlawful. The ruling gave the government until January 2027 to propose new legislation; however the Health Minister Frank Vandenbroucke has decided not to do so.

As a result, supermarkets will be allowed to sell tobacco products again from 2027. However, rules requiring such items to remain out of public view will continue to apply.

Source: The Brussels Times, 5 May 2026
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** Republic of Ireland: Retail industry body claims price gap drives people to buy tobacco overseas

Survey data from polling firm Amarach, commissioned by retail industry group Retailers Against Smuggling, has suggested a difference between cigarette prices in Ireland and other European countries is encouraging some Irish smokers to purchase tobacco abroad. Spain emerged as the leading destination, with the survey suggesting 48% of people surveyed purchased tobacco there.

Survey data suggests that 28% of adults polled have purchased tobacco abroad (15%) or in duty free (21%).

Source: The Irish Times, 5 May 2026

Editorial note: Retailers Against Smuggling ([link removed]) lobbies for action on tobacco smuggling in the Republic of Ireland and has links to the tobacco industry. It lists the Irish Tobacco Manufacturers Advisory Committee (ITMAC) as one of its supporters. Tobacco companies BAT, JTI and Imperial are members of the ITMAC committee.
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ASH Daily News is a digest of published news on smoking-related topics. ASH is not responsible for the content of external websites. ASH does not necessarily endorse the material contained in this bulletin.

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