The UK government has launched a 100-day consultation on proposals to introduce plain packaging for vapes, ban enticing flavour descriptions, and move vapes out of sight in shops, according to BBC News.
What the Proposals Entail
The proposals aim to make vapes less appealing to children through several measures:
- Plain, bland packaging with strict limits on imagery and branding.
- A ban on names relating to confectionery, sweets, desserts, and alcohol.
- Vapes must be moved out of sight in shops (e.g., behind counters or covers).
- Cigarette packs will be required to include inserts telling buyers where to get help to quit.
- All tobacco products – including cigarette rolling paper and cigars – must come in plain packaging.
Health Secretary James Murray said: "The evidence is clear: there are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays. We must act now to reduce the appeal of addictive vapes to our children."
Who Is Affected and Scope
The consultation is UK-wide and applies to all nicotine vaping products. It follows the recent passing of the Tobacco and Vapes Act, which sets out proposals to create the UK's first smoke-free generation. Key provisions already in place or planned:
- Ban on sales to anyone born after 1 January 2009 – children aged 17 or younger now face a lifelong ban on buying cigarettes.
- Power to ban vaping in cars carrying children, in playgrounds, outside schools, and at hospitals, expanding smoke-free laws.
- A ban on single-use vapes has already been implemented.
- Future bans on sale of vapes from vending machines and an end to advertising and sponsorship of vapes.
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.
Context and Statistics
According to the charity Action on Smoking and Health (ASH), around one million (nearly one in five) 11–17 year olds in Great Britain reported trying vaping in 2025. 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."
Compliance Obligations and Deadlines
The 100-day consultation period is open for stakeholders – including trade compliance officers, retailers, manufacturers, and industry bodies – to submit responses. No final regulation or compliance deadline has been set; the consultation will inform the final rules. Businesses should monitor the consultation outcome to prepare for potential changes to packaging, labelling, and display requirements.
Summary of Proposed Measures
| Measure | Detail |
|---|---|
| Packaging | Plain, bland with limited imagery and branding |
| Name restrictions | Ban on confectionery, sweets, desserts, alcohol-related names |
| In-store display | Vapes to be moved out of sight |
| Cigarette inserts | Packs to include quit-help information |
| Plain packaging (tobacco) | Extends to rolling paper and cigars |
| Single-use vapes | Already banned |
| Vending machines | Future ban planned |
| Advertising and sponsorship | Future ban planned |
The proposals are designed to strike a balance between protecting children and allowing adult smokers access to vaping products for quitting. Industry associations such as the WCO, ICC, and BAFT have not yet issued guidance on this specific UK measure, but compliance teams should track the consultation and subsequent legislation.
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