The UK government has launched a consultation proposing that vapes be sold in plain white packaging with restrictions on colours, flavours, and in-store displays to reduce their appeal to children. Health Secretary James Murray announced the 12-week consultation, which aims to standardise vape packaging and limit flavour descriptions to simple names like 'apple', banning references to sweets, desserts, and alcohol.
Proposed restrictions on colours and flavours
Under the proposals, vape devices would only be available in white, black, or grey. Flavour descriptions would be restricted to generic terms, and packaging would be plain white with limitations on text colour, imagery, and branding. The Department of Health and Social Care said the move follows the success of standardised packaging for cigarettes since 2017.
Keeping vapes out of sight
The consultation also includes plans to keep vapes out of sight in shops, similar to tobacco products. Additionally, exemptions allowing duty-free shops and airports to display tobacco products would be removed, meaning cigarettes and other tobacco items would also be restricted from view in those settings.
Health Secretary James Murray told the Press Association: 'Today, we’re launching a 12-week consultation about our plans to make vaping less attractive for children and young people. Because I think we all know that the way that some of the vaping products are promoted – the very colourful packaging and names that might be aimed at children and young people – that’s wrong because we want to make sure that, as well as being a smoke-free generation, we want children and young people not to start vaping in the first place.'
Support from health leaders
England’s chief medical officer, Professor Sir Chris Whitty, has previously stated that marketing vapes to children is 'utterly unacceptable'. Figures from a poll conducted on behalf of the charity Action on Smoking and Health (Ash) indicate that almost 19% of 11–17-year-olds in Britain have tried vaping.
Professor Steve Turner, president of the Royal College of Paediatrics and Child Health, welcomed the consultation, adding: 'For those of us working with children every day, it is clear that only strong and meaningful regulation will protect them from the harms associated with nicotine addiction.'
Hazel Cheeseman, chief executive of Ash, said: 'Protecting children from harmful vape marketing is the right thing to do. Attractive, colourful branding and images have driven the appeal of vapes to children, leading to an increase in use.'
Additional measures on tobacco
The consultation also proposes inserts in cigarette packs directing smokers to help to quit, and plans to make all tobacco products – including cigarette rolling paper and cigars – come in plain packaging. These measures aim to further reduce smoking rates and prevent young people from starting.
