BAT Act To Prevent Youth Access

Posted 26th April 2022 by Dave Cross
British American Tobacco is targeting 17,000 retailers with its youth access prevention campaign. The campaign is called VERIFY and aims to provide retailers and store staff selling vape products information and support materials to prevent sales to underage customers.

During 2021, British American Tobacco says it worked with more than ten thousand retailers. The tobacco giant provided them with posters, stickers, and other point of sale display materials. In addition, British American Tobacco delivered training to their staff to ensure that vape products remained out of young people’s hands.

British American Tobacco UK General Manager Frederik Svensson commented: “BAT takes preventing youth access to any of our tobacco, vapour and oral nicotine pouches incredibly seriously. We fully support laws and regulations that introduce a legal minimum age of 18 years and go above and beyond those laws to safeguard our products against youth access.

“Our new VERIFY awareness programme will help our retail partners prevent nicotine products from being accessed by under-18s. With over 300 trade representatives and VUSE store staff trained, as well as 150 VERIFY ambassadors, this programme supports our long-standing commitment to only market our products to adult nicotine consumers, as set out in our International Marketing Principles.”

Vaping has already helped three million adult smokers in the UK quit,” Svensson added. “But with more than seven million people still smoking cigarettes it is imperative for manufacturers and retailers to work together to ensure that consumers have the confidence they need to make the switch from cigarettes to less harmful alternatives. Our VERIFY campaign will help ensure that minors do not get access to vapes and build wider public confidence in the positive role that vaping can play to help adult consumers to get away from cigarettes.”

British American Tobacco says it is concerned about the levels of misinformation about vaping, believing it to be a massive barrier to smokers considering switching, despite repeated statements from UK public health bodies that e-cigarettes are at least 95% safer than smoking.


The company believes that e-cigs have proven their worth as a quit smoking tool – one that has helped the UK to achieve a record low in adult smoking rates, dropping from 20 to 14.1% over the last 10 years, and set vaping as the most popular quit smoking approach.

 Dave Cross
Article by Dave Cross
Freelance writer, physicist, karateka, motorbikes, and dog walker
Legion of Vapers