The UK Department of Health and Social Care has unveiled a new set of proposed measures aimed at curbing the rising trend of vaping among children and teenagers. The proposals include mandating plain packaging for vape devices, banning names associated with sweets, desserts, and alcohol, and restricting device colours to white, black, or grey. The consultation, launched on 10 July 2026, seeks to prevent the marketing of vapes to minors.
Key Proposals to Deter Youth Vaping
Health Secretary James Murray announced the 12-week consultation, emphasizing the need to make vaping less appealing to young people. "Because I think we all know that the way that some of the vaping products are promoted – the very colourful packaging and names that might be aimed at children and young people – that’s wrong," Murray told the Press Association. He added that while vaping can help adult smokers quit, the priority is to prevent children from starting.
Alarming Statistics on Youth Vaping
According to a poll by Action on Smoking and Health (Ash), nearly one in five (19%) 11 to 17-year-olds in Britain have tried vaping. Professor Steve Turner, president of the Royal College of Paediatrics and Child Health, welcomed the consultation, stating, "For those of us working with children every day, it is clear that only strong and meaningful regulation will protect them from the harms associated with nicotine addiction."
Evidence from Research
The proposals are backed by a study led by University College London (UCL) and King’s College London, published in the Lancet Regional Health Europe. Researchers surveyed 2,770 children and young people aged 11 to 18 and nearly 4,000 adults. They found that 53% of children said peers would be interested in trying vapes in usual packaging, dropping to 38% when shown standardised packs. Among adults, interest remained consistent regardless of packaging.
Implementation and Impact
The Department of Health and Social Care noted that standardised packaging for cigarettes since 2017 has been successful, and a similar approach for vapes could reduce youth appeal. The consultation will also consider keeping vapes out of sight in shops. Health officials acknowledge that vapes play a role in helping adult smokers quit, but the focus remains on protecting children from nicotine addiction.
