Children as young as 13 have admitted vaping, and now the government is launching a 12-week consultation to strip vapes of their colourful packaging, sweet-inspired names and cocktail-themed flavours, in an attempt to stop them from luring young people into nicotine addiction.
Health Secretary James Murray said the evidence was clear: “There are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays.” Under the new proposals, packs would have to be plain, with strict limits on branding and only simple flavour descriptions such as “apple” or “cola”. Vapes would also be moved out of sight in shops, mirroring the way cigarettes and tobacco are currently sold.
“Government proposes banning colourful vape packaging and sweet flavours to stop children being attracted to vaping.”
The move follows the recent passing of the Tobacco and Vapes Act, which created the UK’s first smoke-free generation. From now on, children aged 17 or younger face a lifelong ban on buying cigarettes, because shops are prohibited from selling tobacco to anyone born after 1 January 2009. The Act also gives powers to ban vaping in cars carrying children, in playgrounds, outside schools and at hospitals, expanding existing smoke-free laws. It comes after a ban on single-use vapes and ahead of future bans on the sale of vapes from vending machines, as well as a planned end to the advertising and sponsorship of vapes.
Murray insisted that vapes are still less harmful than cigarettes and can help adult smokers quit, but added: “They should never be designed or marketed in ways that tempt children. These proposals are about striking the right balance.” The consultation also asks for views on inserts for cigarette packs telling buyers where to get help to quit, and on plans to make all tobacco products – including rolling paper and cigars – come in plain packaging.
Around one million, or nearly one in every five 11- to 17-year-olds in Great Britain, reported trying vaping in 2025, according to the charity Action on Smoking and Health. Health experts say there is no legitimate reason for nicotine products to come in neon packaging, feature cartoon images, or use flavours and branding designed to catch a child’s eye. The government is now calling on the public to “have their say” before the 100-day consultation ends.