UK government launches crackdown on child-friendly vape marketing

The UK government has unveiled plans to stop vapes being marketed to children through plain packaging, restrictions on flavour names and keeping products out of sight in shops.

Under the proposals, launched as part of a UK-wide consultation, packaging would need to be bland white with limits on imagery and branding. Names relating to confectionery, sweets, desserts and alcohol would be banned. Vape devices themselves would be restricted to white, black or grey.

Health Secretary James Murray said the evidence is clear that too many young people are experimenting with vapes, attracted by bright colours, flavour variety and marketing displays. Around one million 11-17 year olds in Great Britain reported trying vaping in 2025, according to Action on Smoking and Health.

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.

The government emphasised that vapes remain less harmful than cigarettes and can help adult smokers quit, but should not be designed to tempt children.

Gilbert