What Is TPD (Tobacco Products Directive)? | UK Guides

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What Is TPD (Tobacco Products Directive)?

The Tobacco Products Directive (TPD) is a set of regulations created by the European Union to control the manufacture, sale, and marketing of tobacco and related products—including e-cigarettes and vape products.

It was introduced to protect public health, especially younger people, and to ensure product safety across the EU. Although the UK has now left the EU, most TPD rules still apply under UK law through the Tobacco and Related Products Regulations 2016.

What Does TPD Cover?

The TPD covers a wide range of rules for tobacco, herbal smoking products, and e-cigarettes. Here's how it affects the vape industry and users in the UK.

1. E-Liquid Bottle Sizes

  • Maximum size for nicotine-containing e-liquid bottles is 10ml.

  • Larger bottles (called "shortfills") are allowed only if they contain no nicotine.

2. Nicotine Strength

  • E-liquids are limited to a maximum nicotine strength of 20mg/ml (2%).

3. Tank and Pod Capacity

  • Vape tanks, cartridges, and pods cannot exceed 2ml in capacity.

4. Packaging and Warnings

  • All nicotine products must have child-resistant packaging.

  • Labels must include health warnings, ingredient lists, and information about nicotine content.

5. Advertising Restrictions

  • Vape products cannot be advertised on TV, radio, newspapers, or online in a promotional way.

  • Point-of-sale promotions and factual online listings (like specs and ingredients) are allowed.

6. Product Notification

  • Manufacturers must submit products to the MHRA (Medicines and Healthcare products Regulatory Agency) before selling in the UK. This ensures compliance and safety testing.

Why Was the TPD Introduced?

The EU introduced the TPD to:

  • Reduce the number of young people taking up smoking or vaping

  • Ensure safer manufacturing standards

  • Provide clear consumer information

  • Support the EU’s public health strategy

While its main focus is on tobacco, vaping was added under the assumption that safer nicotine alternatives still needed regulation.

Does TPD Still Apply in the UK After Brexit?

Yes, mostly. The UK retained the core parts of the TPD through its own legislation. Post-Brexit, the UK government has the option to amend these rules, but for now, the limits on e-liquid size, strength, and tank capacity still apply.

Scotland and Northern Ireland may implement changes independently, so regional variations may emerge in future.

What Does TPD Mean for Vapers?

If you're vaping in the UK, TPD rules mean:

  • You can't legally buy high-strength nicotine liquids above 20mg/ml

  • Vape tanks and pods are capped at 2ml

  • E-liquids with nicotine only come in 10ml bottles

  • Packaging includes clear warnings and ingredient info

  • You’re using products that have been tested and registered

While some users find the restrictions limiting—especially heavy smokers trying to quit—many see the rules as a way to keep vaping safer and more consistent.

Final Thought

The Tobacco Products Directive set the foundation for how vaping is regulated across the UK and Europe. It ensures that what’s on the shelves meets certain safety standards and provides clear, accurate information to users.

Whether you’re a smoker switching to vaping or just curious about the laws, understanding TPD gives you a better sense of what’s allowed—and why.