The UK Government is introducing new rules requiring vapes to be sold in plain packaging, with devices limited to white, black, or grey colors. Flavour descriptions will be restricted to simple names like "apple," banning references to sweets, desserts, or alcohol. The proposals, launched as a 12-week consultation, also aim to keep vapes out of sight in shops.
Health Secretary outlines rationale
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." He added that vaping plays a role for adults quitting smoking, but the goal is to prevent youth initiation.
Extent of youth vaping
According to a poll by Action on Smoking and Health (Ash), almost one in five 11–17-year-olds (19 per cent) in Britain have tried vaping. Professor Sir Chris Whitty, England's chief medical officer, has previously described marketing vapes to children as "utterly unacceptable."
Medical and charity support
Professor Steve Turner, president of the Royal College of Paediatrics and Child Health, welcomed the consultation, stating: "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."
Details of the proposals
The Department of Health and Social Care said the consultation includes white packaging for vapes with restrictions on text colour, imagery, branding, and standardised product information. This follows the success of standardised packaging for cigarettes since 2017. The proposals also include inserts in cigarette packs with quit-help information and plain packaging for all tobacco products, including rolling paper and cigars. Exemptions allowing duty-free shops and airports to display tobacco products would be removed.
Balancing adult access and youth protection
Ms Cheeseman added: "There is a careful balance to strike with regulations. While vapes are not harm free, they are significantly less harmful than smoking and vapes have helped millions of people successfully stop smoking in recent years." Research published last year in the Lancet Regional Health Europe found that among 2,770 children and young people aged 11 to 18, 53 per cent said peers would be interested in trying vapes in usual packaging, dropping to 38 per cent for standardised packs. Among nearly 4,000 adults, interest remained similar regardless of packaging.
Devolved nations respond
Scotland public health minister Maree Todd said: "The use of vapes has increased in recent years, particularly among children and young people – with almost one in five children saying they have tried vaping. We urge everyone to have their say." Northern Ireland health minister Mike Nesbitt stated: "Restricting the visibility of these products will lessen their appeal, which in turn will reduce youth vaping and prevent future generations from nicotine addiction." Wales deputy minister for preventative and public health, Nerys Evans, commented: "Vapes are being deliberately designed and marketed to appeal to children – with bright colours, cartoon branding and sweet-sounding flavour names. It is simply unacceptable."
