Huge adverts were painted on buildings in the city centre
The large Velo advert on the side of the former Debenhams building in The Horse Fair, Bristol
A tobacco company has come under fire for targeting young people with flavoured nicotine pouches through marketing campaigns, including giveaways at Bristol Temple Meads and giant advertisements on buildings across the city.
Representatives from Velo, a brand owned by British American Tobacco, have been handing out free samples of its nicotine pouches at major UK transport hubs, prompting a backlash from members of the public and health campaigners.
Huge advertising hoardings at the former Debenhams building and Grosvenor Hotel also raised eyebrows before being taken down last week.
At Temple Meads the promotional staff were reportedly seen to be targeting students and young people passing through the station.
James Ward, from Adblock Bristol, said: “This harmful ad campaign from Velo highlights two key issues with all advertising in public space: we can’t turn it off, and companies can’t control who sees their ads.
“Children and young people will be exposed to Velo via these giant, intrusive ads, which appear to be designed by the tobacco industry to hook a new generation to nicotine.
“It is inexcusable that current law allows ads for products like these and nicotine-containing vapes to be displayed in outdoor advertising spaces, even when they are prohibited almost everywhere else.”
Network Rail confirmed the Temple Meads promotion was organised by SpaceandPeople, which manages exhibitions at the station, and that the campaign was permitted under their code of acceptance.
The company stated Velo’s activity was supposed to target existing smokers or vapers only and adhere to the Challenge 25 policy to avoid promoting to underage users.
Health experts and campaigners have voiced concern that the pouches are being marketed as fun and fashionable rather than as a smoking cessation tool.
Professor Agnes Nairn from the University of Bristol said the products create an ‘incredibly positive feeling’ and questioned whether current regulations are adequate.
Caroline Renzulli, from the Campaign for Tobacco-Free Kids, described the marketing as ‘outrageous’, adding: “This is an extremely addictive product.”
Action on Smoking and Health also criticised the approach, calling it ‘straight out of the big tobacco playbook of old’.
Concerns over the marketing of nicotine products have intensified leading to the introduction of the UK government’s Tobacco and Vapes Bill, which aims to create a smoke-free generation.
Under the bill, the sale of tobacco products, including herbal and heated tobacco, to anyone born on or after January 1, 2009, will be prohibited.
The legislation also targets the marketing of nicotine products to young people. The bill proposes a ban on advertising and sponsorship of all vapes and nicotine products, including pouches, mirroring existing tobacco restrictions.
It will also outlaw the free distribution of these products and their sale from vending machines. Sales to under-18s will be banned, and ministers will gain powers to regulate flavours, packaging and the display of such products.
Health experts have warned that while nicotine vapes can help adult smokers quit, they carry risks of harm and addiction, particularly for adolescents.
The number of children trying vaping has doubled over the past five years, with one in four now having experimented with the habit. Use of nicotine pouches is also on the rise, particularly among young men.
A spokesperson for Network Rail said: “We understand the concerns around promoting products appropriately, and staff working on behalf of Velo have been instructed to only engage with current nicotine users over the age of 25 while working in the station.”
BAT maintains that its marketing complies with all laws and that it only works with influencers over 25 whose audiences are mostly adults. JTI echoed this, stating it markets only to ‘adult smokers, vapers and nicotine consumers’ and complies with a Challenge 25 policy.
Bristol City Council was asked for comment on whether the hoardings were permitted but did not. Velo was also approached for comment.