Ministers have announced new proposals to reduce the appeal of vaping to children and young people, as part of a UK-wide consultation launched on 10 July.

The plans focus on limiting how vapes and tobacco products are packaged, displayed and marketed, in response to growing concern about youth vaping. Recent data from Action on Smoking and Health (ASH) shows that around one million 11–17-year-olds in Great Britain reported trying vaping in 2025.

What is being proposed?

The consultation outlines several measures aimed at making vaping products less attractive to young people:

Plain packaging for vapes, using standard white designs with strict limits on branding, colours and imagery.

Restrictions on flavour names, allowing only simple descriptions such as “apple” and banning names linked to sweets, desserts or alcohol.

Standardised device colours (white, black or grey), with no decorative lighting or screens beyond basic safety information.

Moving vapes out of sight in shops, similar to existing tobacco display restrictions.

The proposals also extend to tobacco products, including:

Plain packaging rules for all tobacco products, such as cigars and cigarette papers.

New health warnings and inserts promoting quitting support.

Removing displays in duty-free shops and airports.

Why this matters

Evidence suggests that bright colours, appealing flavours and prominent displays can encourage children and young people to experiment with vaping. While vaping is considered less harmful than smoking and can support adults to quit, there are concerns about nicotine addiction and long-term health impacts for younger users.

Health and Social Care Secretary James Murray said the aim is to “strike the right balance” — reducing youth appeal while maintaining access for adults who use vapes to stop smoking.

Public health leaders across the UK have supported the consultation, highlighting the need for stronger regulation to protect children. At the same time, organisations such as ASH stress the importance of ensuring vaping remains an effective quitting aid for adult smokers.

Part of wider action

These proposals build on recent and upcoming measures to tackle youth vaping, including:

The ban on single-use vapes (introduced June 2025).

A new Vaping Products Duty from October 2026.

Planned bans on vending machine sales and free distribution (October 2026).

A ban on vape advertising and sponsorship from June 2027.

Have your say

The government is inviting responses from the public, professionals and organisations as part of this consultation.

For services like The Alcohol and Drug Service, this is an important opportunity to help shape policies that protect young people while supporting adults to make healthier choices around smoking and nicotine use.