Key facts
- UK government proposes plain packaging for vapes to reduce child appeal.
- Vape device colours could be restricted to white, black, or grey.
- Flavour names linked to sweets, desserts, and alcohol may be banned.
- A 12-week public consultation on the proposed regulations has been launched.
- Nearly one in five 11-17 year olds in Britain have tried vaping.
The UK government is considering significant new regulations for vaping products, aiming to curb their appeal to children and young people. Proposals include introducing plain packaging for vapes, restricting device colours to a palette of white, black, or grey, and limiting flavour descriptions to simple terms like "apple" while banning those associated with sweets, desserts, and alcohol.
Health Secretary James Murray announced a 12-week public consultation to gather feedback on these measures, emphasizing the need to prevent young people from starting to vape. Current figures indicate that approximately 19% of 11-17 year olds in Britain have experimented with vaping.
Experts, including Prof Steve Turner of the Royal College of Paediatrics and Child Health and Hazel Cheeseman, Chief Executive of Action on Smoking and Health (Ash), have welcomed the consultation, highlighting the role of attractive branding and marketing in the rise of youth vaping. Research from UCL and King's College London suggests that plain packaging could reduce peer interest in trying vapes among young people, with a study showing a drop from 53% to 38% in perceived peer interest when shown standardised packs.
These proposed changes draw parallels with the successful implementation of standardised packaging for cigarettes in the UK since 2017. The consultation also extends to tobacco products, proposing plain packaging for items like rolling papers and cigars, and removing exemptions for duty-free shops and airports, which would restrict their display.
While acknowledging that vapes are not risk-free, experts note they are significantly less harmful than smoking and have aided millions in quitting. A separate study indicated that adult purchasing interest remained consistent regardless of packaging style.