Nicotine Replacement & Quitting Smoking

Nicotine Replacement Therapy (NRT) products must hold a Marketing Authorisation from the MHRA. Ads for NRT must make clear that the product contains nicotine and state “always read the label/leaflet”.

Ads must also make clear that giving up smoking is dependent on willpower (e.g. “if you’re determined to quit, try …”).

The copy must not state that the deterrent can “cure” those addicted to smoking or state that the product/treatment is 100% guaranteed.

Promotion of electronic cigarettes as a means of smoking cessation is permissible as part of a public health campaign by national government health departments, national public health bodies, stop smoking services, and charities that do not receive funding from the tobacco or electronic cigarette industries. Such campaigns must not be conducted in the course of a business, or seek to promote specific, unlicensed, nicotine-containing electronic cigarette products.