Counter Ready
29 OCT 2026 The new nicotine sales rules are in force

The law changed this week. Is your counter ready?

From 29 October it is an offence to sell any vape, or nicotine pouches, strips or pearls, to anyone under 18. Vending machines, giveaways and big discounts are banned. Trading Standards can issue £200 on-the-spot fines. Our counter pack gives your staff the signage, till cards and refusals register they need, posted next working day.

Order a pack See what changed

Digital pack £19 · Printed counter pack £49 · Up to 5 shops £149. Secure card checkout by Stripe.

In force since Thursday 29 October 2026

Five things that changed for every shop

The rules apply UK-wide, including Wales. These are the points from the Government's announcement, paraphrased.

Every vape is 18+

Nicotine-free vapes are now treated the same as nicotine vapes. No sale to anyone under 18.

Pouches, strips and pearls are 18+

Nicotine pouches had no legal age limit before. Now they do.

Buying for a minor is an offence

An adult who buys, or tries to buy, a vape or nicotine product for someone under 18 commits an offence.

No vending machines, no giveaways

Machines that sell vapes or nicotine products are banned, as are promotional giveaways and substantial discounts, in store and online.

£200 fixed penalties

Trading Standards gets new fixed-penalty powers and up to £30m a year for enforcement until 2028/29.

Source: GOV.UK, Department of Health and Social Care, 29 October 2026. Coming next: the generational tobacco ban (anyone born on or after 1 January 2009) from 1 January 2027, and an advertising ban from 1 June 2027.

What's in the pack

Everything to show you did the right things

The law does not make you put up signs. But if Trading Standards call, a refusals register, briefed staff and clear signage show you take the rules seriously.

  • ✓
    Challenge 25 posters that name vapes and pouches2 × A3 and 4 × A4. Worded for the 29 October rules, including nicotine-free vapes.
  • ✓
    "Buying for someone under 18 is an offence" door and counter stickers6 removable vinyl stickers.
  • ✓
    Till-point prompt cards3 laminated cards: what to ask, which ID counts, how to refuse politely.
  • ✓
    Refusals registerA4 pad, 50 entries. The first piece of evidence an officer asks for.
  • ✓
    Staff briefing sheet and sign-offOne side of A4 for every member of staff to read and sign.
  • ✓
    One-page summary of the changesWhat changed on 29 October, and what is coming on 1 January and 1 June 2027.
  • ✓
    PDFs of everythingEmailed within one working hour, so you can print more whenever you need.
A due-diligence aid, not legal advice. The pack helps you evidence reasonable steps. It does not guarantee compliance and is not a substitute for advice from your local Trading Standards.
Nicotine patches and gum are not affected. Those are licensed medicines and stay as they were. The new rules are about vapes and recreational nicotine products such as pouches.
Shops in Wales: a bilingual Welsh/English version of the posters and till cards is included on request at no extra cost.
Choose a pack

Three packs. One checkout. Posted next working day.

The buttons open a secure Stripe checkout. Card, Apple Pay and Google Pay. VAT invoices with every order.

Digital

£19PDFs, emailed within the hour

Print your own. Same wording as the printed pack.

  • A3 and A4 posters
  • Till cards and stickers to print
  • Refusals register and briefing sheet
  • One-page summary
Order digital
Most shops choose

Counter pack

£49Printed + PDFs. Free UK postage

The full pack, printed and laminated, in the post next working day.

  • 2 × A3 and 4 × A4 posters
  • 6 door and counter stickers
  • 3 laminated till cards
  • 50-entry refusals register pad
  • Staff briefing sheet and summary
  • PDFs of everything, same day
Order the counter pack

Multi-site

£1495 counter packs, up to 5 shops

For small groups, multi-site pubs and franchisees.

  • Five full counter packs
  • Briefing sheet with your business name
  • One invoice for the group
  • PDFs of everything, same day
Order multi-site
How ordering works

Two minutes today. On the counter by Monday.

1

Pick a pack

Tap a button above. You go straight to a Stripe checkout; no account to create.

2

Pay securely

Card, Apple Pay or Google Pay. Put the shop's address as the delivery address. Your PDFs are emailed to you within one working hour.

3

Put it on the counter

Printed packs leave next working day by Royal Mail first class. Brief the staff with the sheet, get it signed, and keep the refusals register by the till.

Common questions

Questions shops ask us

Does the law say I have to buy this?
No. The law says you must not sell vapes or nicotine products to anyone under 18, and must not run vending machines, giveaways or substantial discounts. The pack helps you show that you took reasonable steps: briefed staff, clear signage and a record of refusals. Many retailers already run Challenge 25; this updates it for the new products.
Does this apply in Wales?
Yes. The Government's announcement says the rules apply UK-wide. The enforcement body varies by nation, but the offence is the same. Bilingual Welsh/English posters and till cards are available on request at no extra cost.
What about nicotine patches, gum and lozenges?
They are not affected. They are licensed medicines sold to help people stop smoking. The new rules are about vapes and recreational nicotine products such as pouches, strips and pearls.
What happens on 1 January 2027?
From 1 January 2027 it becomes an offence to sell tobacco, herbal smoking products or cigarette papers to anyone born on or after 1 January 2009. Every customer gets an updated PDF poster for that change free of charge in December.
How quickly will it arrive?
PDFs reach your email within minutes of paying. Printed packs leave the next working day by Royal Mail first class, which normally arrives within one to two working days.