The United Kingdom has initiated a 100-day public consultation on new regulations aimed at curbing the appeal of vaping products to children. The proposed measures include introducing plain packaging, banning enticing flavor descriptions, and restricting the in-store visibility of vapes.
Health Secretary James Murray stated that it is evident too many young people are being drawn into experimenting with vapes. "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."
The proposals suggest that packaging would become less visually appealing, with limitations on imagery and branding. Names that reference confectionery, sweets, desserts, and alcohol would be prohibited to make the products less attractive to minors. Health experts have noted that there is no justifiable reason for nicotine products to feature neon packaging, cartoon imagery, or flavors and branding specifically designed to attract children.
Officials emphasize that while vapes are less harmful than cigarettes and can assist adult smokers in quitting, they should not be designed or marketed in ways that appeal to children. "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," Murray added. "These proposals are about striking the right balance and I urge everyone to have their say."
This consultation follows the recent passage of the Tobacco and Vapes Act, which aims to establish the UK's first smoke-free generation by protecting children from nicotine addiction while ensuring adult smokers can still access vaping products as a quitting aid. Under this act, individuals aged 17 or younger will face a lifelong ban on purchasing cigarettes, as it will be illegal for shops to sell tobacco to anyone born after January 1, 2009.
The new legislation also grants powers to ban vaping in cars with children present, in playgrounds, and outside schools and hospitals, expanding existing smoke-free laws. These measures come after a ban on single-use vapes and precede future restrictions on sales from vending machines and a planned end to vape advertising and sponsorship.
According to the charity Action on Smoking and Health, approximately one million young people, or nearly one in five individuals aged 11-17 in Great Britain, reported trying vaping in 2025. The consultation also includes plans to provide inserts in cigarette packs with information on quitting services and to mandate plain packaging for all tobacco products, including cigarette rolling papers and cigars.