From the 29th of October 2026, new rules under the Tobacco and Vapes Act 2026 will restrict free vape giveaways and substantial promotional discounts,
Although free promotional vape deals will be restricted, this is not a blanket ban on all vape discounts or sales. Normal discounting practices, reductions on unsold stock, and bulk and trade discounts can still be allowed.
The changes will apply to vape and nicotine products across the UK. They will affect the types of promotions retailers can offer, so it's worth understanding what the new rules mean.
Why are free vape deals being restricted?
The government is introducing restrictions on free products and substantial promotional discounts to help to reduce the appeal of vaping and nicotine products to the younger generation.
The restrictions cover vaping products and nicotine products, including, e-liquid, vape pods, coils, and nicotine pouches, as well as nicotine-free products.
Which free vape deals are being banned?
From the 29th of October 2026, businesses will be restricted from giving away vaping or nicotine products, or relevant discount codes, to members of the public where the purpose or effect is to promote these products.
The rules cover free samples, promotional giveaways and certain gifts supplied alongside a purchase. They can also apply to items that are not themselves vaping or nicotine products if they are intended to promote them.
If you're used to purchasing a vape kit that comes with a free pod or bottle of e-liquid, this is where you will likely see the change. Instead of receiving a free nic shot with your shortfill or a free prefilled pod with your new kit, this will be replaced with bundle deals, such as a vape kit and compatible e-liquid available together at a discounted price.
Will free vape samples still be available?
Businesses will no longer be able to give free vape samples to members of the public for promotional purposes once the restrictions take effect. This includes products both containing nicotine, and nicotine-free.
For example, free samples at vape shops to try new flavours or products before buying will no longer be offered.
Are free vape gifts with a purchase allowed?
Free vaping products given as promotional gifts with another purchase will also be restricted. This may include:
A free e-liquid when buying a vape kit
Free nic shots when buying shortfills
Free prefilled pods when buying a prefilled pod kit
Pod kit + e-liquid bundles
Shortfill and nic shot bundles
By creating these bundles and buying the products together, you will pay less than you would if you bought them separately. You will still be able to buy all of your favourite products and still make a saving, but the main difference will be that these savings are part of the final price you will pay, rather than simply receiving a free item.
Are vape discounts and sales being banned?
No. The new rules do not ban all vape discounts, sale prices, or price reductions. Not every reduced price will be prohibited, but some promotional offers will be affected as outlined above.
Government guidance confirms that normal discounting practices can continue, including reductions on unsold stock as part of normal business. Bulk and trade discounts may also continue.
What counts as a substantial discount?
A substantial discount is a price reduction that significantly lowers the cost of a product compared with its standard selling price. There is no single fixed percentage that automatically determines whether a discount is substantial. It depends on the product and the type of promotion.
For example, the government state that selling a vape device, e-liquid, or nicotine product for a nominal amount, such as 10p, would likely constitute an offence where the purpose or effect is to promote the product.
Can vape shops still offer sale prices?
Yes, the government specifically confirms that retailers can continue to sell products at a reduced price where the discount is not substantial, as expressed above.
Can customers still use vape discount codes?
Whether a vape discount code can still be used depends on the offer and the circumstances in which it is provided. Giving away a coupon for a vaping or nicotine product may be restricted where the purpose is promotional.
Selling a coupon at a substantial discount may also be prohibited, again when the purpose or effect is to promote the relevant products.
This does not mean that every discount code will automatically be prohibited. The relevant factors include the nature of the offer, the size of the discount and whether it falls within the restrictions on free distribution or substantial discounts.
When do the new vape deal restrictions come into play?
The restrictions on free distribution and substantial discounts for vaping and nicotine products come into force on 29th of October 2026.
From this date, businesses must comply with the rules on giving away products or coupons and selling products or coupons at a substantial discount.
The rules apply across England, Scotland, Wales, and Northern Ireland, including online retailers, and include other changes like restrictions on vape vending machines. Other measures under the Tobacco and Vapes Act 2026 and will be introduced separately.
For the latest information on the restrictions, including the products covered and the circumstances in which exceptions might apply, read the government's guidance on selling vaping and nicotine products.
Conclusion
New restrictions under the Tobacco and Vapes Act 2026 will limit free vape giveaways and substantial discounts. The rules cover free samples, promotional gifts, coupons, and heavily discounted offers on vaping and nicotine products.
FAQs
Are free vape deals being banned in the UK?
From October 29th, 2026, businesses will be restricted from giving away vaping or nicotine products or coupons, or selling products or coupons at a substantial discount, where the purpose or effect is to promote those products. This includes free samples and certain promotional gifts. However, the rules do not ban all discounts, and normal discounting practices can continue.
When are free vape giveaways being banned?
The new restrictions on free vape giveaways come into force on October 29, 2026. From this date, businesses cannot give away vaping or nicotine products or relevant coupons to members of the public where the purpose or effect is to promote those products, subject to the relevant legal provisions and exceptions.
Can I still buy discounted vapes after 29 October 2026?
Yes. Discounted vapes can still be available after October 29th, 2026. The rules do not ban every sale or price reduction. Normal discounting practices, reductions on unsold stock, and bulk and trade discounts may continue. However, substantial discounts used to promote vaping or nicotine products may be prohibited.
Do the new rules apply to all vape shops?
The restrictions apply across the UK to businesses selling or distributing covered vaping and nicotine products, including online vape shops. From October 29, 2026, retailers must comply with the rules on free distribution and substantial discounts where the purpose or effect is to promote the products.
Will vape prices increase because of the new rules?
The new rules do not automatically require vape prices to increase. They restrict free distribution and substantial promotional discounts in certain circumstances, but normal discounting practices can continue. How individual retailers price their products will depend on their own pricing decisions and the offers they make.
Can stop-smoking services still provide free vapes?
A specific legal defence can apply when a retailer provides vaping products or coupons under formal arrangements with a public authority, such as a local stop-smoking service, and acts within the scope of that agreement. This is not a general exemption for all free vape giveaways. Stop-smoking services and retailers should check the relevant arrangements and government guidance.