One million children in Britain have tried vaping, and the government is now moving to strip vapes of the sweet names and bright colours that health experts say are luring them in. The health secretary, James Murray, has launched a 12-week consultation on plans to make vaping “less attractive for children and young people”. Under the proposals, vape packs would be plain with strict limits on branding, and only simple flavour descriptions like “apple” or “cola” would be allowed. Vapes would be moved out of sight in shops, mirroring the way cigarettes are 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 ban on colourful packaging and sweet-inspired vape flavours to curb teenage use.”
The measures follow the recent Tobacco and Vapes Act, which created the UK’s first smoke-free generation. Children born after 1 January 2009 now face a lifelong ban on buying cigarettes. The act also gives the power to ban vaping in cars carrying children, in playgrounds, outside schools and at hospitals. A ban on single-use vapes is already in place, and future restrictions will end vape sales from vending machines and ban advertising and sponsorship.
“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,” say health experts. Murray added: “Vapes are less harmful than cigarettes and can play an important role in helping adult smokers to quit, but they should never be designed or marketed in ways that tempt children. These proposals are about striking the right balance and I urge everyone to have their say.”
The consultation also proposes inserts for cigarette packs telling buyers where to get help to quit, and plans to make all tobacco products – including cigarette rolling paper and cigars – come in plain packaging. According to the charity Action on Smoking and Health, around one million – or nearly one in every five – 11- to 17-year-olds in Great Britain reported trying vaping in 2025.