Millions of UK consumers lack the confidence to identify counterfeit nicotine products, raising concerns that illegal sellers could continue to thrive despite tougher regulations introduced under the Tobacco and Vapes Act, according to new research.
A survey of UK adults commissioned by counterfeit nicotine awareness initiative TSL Authentic found that 59 per cent would not feel confident identifying a fake vape or nicotine pouch, while 46 per cent were unaware counterfeit nicotine products are widely available in the UK.
The findings come as the government prepares to implement a series of measures under the Tobacco and Vapes Act, which received Royal Assent in April and will introduce stricter controls on the sale, marketing and supply of nicotine products.
A separate survey by Philip Morris Limited this week revealed that one-third of adults who vape (34 per cent) are continuing to use disposable vapes, exactly a year after they became illegal in the UK.
The TSL Authentic research suggests that financial pressures could be increasing consumers' willingness to consider illicit products. Almost four in 10 respondents (39 per cent) said the cost-of-living crisis had made them more likely to buy cheaper nicotine products, while 30 per cent admitted they would consider purchasing a nicotine product they suspected might be counterfeit if it was significantly cheaper.
Meanwhile, 23 per cent said they had seen suspiciously cheap nicotine products being sold locally or online.
The study also highlighted concerns around consumer safety. More than two-thirds (68 per cent) of respondents said they were worried counterfeit nicotine products may contain unsafe ingredients, while a third (33 per cent) of nicotine users reported experiencing negative health effects after using a product they later suspected was fake or illegal.
TSL Authentic warned that the findings point to a significant awareness gap that could undermine the effectiveness of new regulations unless accompanied by stronger enforcement and consumer education.
Ioan Kamberov, founder of TSL Authentic, said: "Counterfeit nicotine products aren't just a trading standards issue — they're a consumer safety issue. The concerning reality is that many consumers don't feel confident they could spot a fake, meaning people may be unknowingly buying products that fall outside regulated manufacturing, quality and safety controls.
"Unlike legitimate products sold through regulated supply chains, counterfeit products may not meet the same standards, leaving consumers unable to be certain what they're putting into their bodies.
"At a time when household budgets remain under pressure, cheaper products can be tempting, but when it comes to nicotine products, a bargain isn't always a bargain."
Kamberov added that consumers needed better information to help them identify genuine products and understand the risks associated with illicit nicotine goods.
"The research shows there is a clear awareness gap. Consumers need to understand the risks, know what warning signs to look out for and take simple steps to verify that the products they buy are genuine," he said.