Ministers have initiated a comprehensive crackdown on the marketing of vapes, particularly those appealing to children, with a new consultation proposing plain white packaging and strict display rules. The move, announced on 10 July 2026, forms part of a UK-wide effort by the Government and devolved administrations to reduce the growing trend of youth vaping.
Key proposals include mandating plain white packaging for all vape products, with limitations on text colour, imagery, and branding. Flavour names will be restricted to simple, recognisable descriptions, and vape devices themselves will only be available in white, black, or grey. Additionally, the plans suggest keeping vapes out of sight in retail environments, a measure designed to minimise their visibility and allure to younger demographics. This aligns with concerns raised by Action on Smoking and Health (ASH), which reported that approximately one million 11 to 17-year-olds in Great Britain had tried vaping in 2025, with colourful packaging and prominent displays identified as contributing factors.
Secretary of State for Health and Social Care, James Murray, emphasised the need for immediate action. He stated that evidence clearly shows too many young people are experimenting with vapes due to attractive flavours, bright colours, and marketing. While acknowledging vapes are less harmful than traditional cigarettes and can aid adult smokers in quitting, Mr Murray stressed they should never be designed or marketed to tempt children. The consultation aims to strike a balance, protecting young people while ensuring continued access for adult smokers.
The consultation also proposes extending standardised packaging requirements to all tobacco products, including cigars and cigarette papers, building on the success seen since its introduction for cigarettes and hand-rolling tobacco in 2017. Further measures include introducing quit-themed inserts in tobacco products to direct smokers to cessation resources, adding health warnings, and removing tobacco product displays from duty-free shops and airports.
These initiatives follow the Tobacco and Vapes Act, which received Royal Assent on 29 April 2026. This landmark legislation aims to create the UK's first smoke-free generation. Public Health Minister for Scotland, Maree Todd, and Northern Ireland Health Minister, Mike Nesbitt, both highlighted the concerns regarding the rise in youth vaping in their respective nations and urged public participation in the consultation to help shape future marketing and sales regulations for these products.