Vapes with names and flavours inspired by sweets and cocktails could be banned under government plans to stop them being marketed to children. The health secretary, James Murray, said it was clear too many young people were being lured into experimenting with vaping, and announced a 12-week consultation on proposals to make vaping less attractive to children and young people.
Under the new proposals, packs would need to be plain with strict limits on branding, and only simple flavour descriptions like “apple” or “cola” would be allowed. Other restrictions would move vapes out of sight in shops, similar to how cigarettes and tobacco are currently sold. “The evidence is clear: there are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays,” Murray said. “We must act now to reduce the appeal of addictive vapes to our children.”
“Government proposes banning sweet-inspired vape names and colorful packaging to reduce child vaping.”
The consultation follows the recent passing of the Tobacco and Vapes Act, which creates the UK’s first smoke-free generation. Children aged 17 or younger now face a lifelong ban on buying cigarettes, and the act gives the power to ban vaping in cars carrying children, in playgrounds, outside schools and at hospitals. It follows a ban on single-use vapes and comes ahead of future bans on vending machine sales and an end to advertising and sponsorship of vapes.
Around one million, or nearly one in every five, 11-17 year olds in Great Britain reported trying vaping in 2025, according to the charity Action on Smoking and Health. NHS staff have reported children as young as 13 admitting to vaping. Murray said vapes are less harmful than cigarettes and can help adult smokers quit, “but they should never be designed or marketed in ways that tempt children”. The consultation also proposes inserts for cigarette packs telling buyers where to get help to quit, and plans to make all tobacco products come in plain packaging. “These proposals are about striking the right balance and I urge everyone to have their say,” Murray added.