The UK government has launched a consultation proposing that all vape products be sold in plain packaging, with devices limited to three colours: white, black, or grey. The move aims to make vaping less attractive to children and young people, according to Health Secretary James Murray.
Consultation Details and Proposed Changes
The 12-week consultation, announced by the Department of Health and Social Care, also includes restrictions on flavour descriptions. Only simple names like “apple” will be permitted, while names referencing sweets, desserts, or alcohol will be banned. Additionally, vapes must be kept out of sight in shops, similar to tobacco products.
Health Secretary James Murray told the Press Association: “Today, we’re launching a 12-week consultation about our plans to make vaping less attractive for children and 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 because we want to make sure that, as well as being a smoke-free generation, we want children and young people not to start vaping in the first place.”
Murray added: “Vaping plays a role for adults when they’re coming off smoking, but we want to make sure children and young people don’t start it in the first place. So that’s what this consultation is about.”
Statistics and Expert Reactions
Figures from a poll by Action on Smoking and Health (Ash) show that almost one in five (19%) 11–17-year-olds in Britain have tried vaping. England’s chief medical officer, Professor Sir Chris Whitty, has previously described marketing vapes to children as “utterly unacceptable”.
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.”
Hazel Cheeseman, chief executive of Ash, said: “Protecting children from harmful vape marketing is the right thing to do. Attractive, colourful branding and images have driven the appeal of vapes to children leading to an increase in use.”
Research on Plain Packaging Impact
A study published in the Lancet Regional Health Europe, led by researchers from UCL and King’s College London, found that standardised packaging reduces youth interest in vaping. Among 2,770 children and young people aged 11 to 18, 53% said their peers would be interested in trying vapes in usual packaging. This dropped to 38% when shown standardised packs with usual flavour descriptions. Among nearly 4,000 adults, interest remained similar regardless of packaging.
The consultation also proposes inserts for cigarette packs directing smokers to quit help, and extending plain packaging to all tobacco products, including rolling paper and cigars. Exemptions for duty-free shops and airports to display tobacco products would be removed.
Devolved Nations’ Perspectives
Scotland public health minister Maree Todd said: “The use of vapes has increased in recent years, particularly among children and young people – with almost one in five children saying they have tried vaping. We know that colourful packaging and displays are used as an enticement to children and young people, which is why we are taking action and consulting on options to address this issue.”
Northern Ireland health minister Mike Nesbitt added: “Restricting the visibility of these products will lessen their appeal, which in turn will reduce youth vaping and prevent future generations from nicotine addiction.”
Wales deputy minister for preventative and public health, Nerys Evans, said: “Vapes are being deliberately designed and marketed to appeal to children – with bright colours, cartoon branding and sweet-sounding flavour names that have no place in products containing addictive nicotine. It is simply unacceptable and I would urge everyone to support our efforts to protect children’s health.”
Health officials emphasised that vapes can still play a role in helping adult smokers quit. Cheeseman noted: “There is a careful balance to strike with regulations. While vapes are not harm free, they are significantly less harmful than smoking and vapes have helped millions of people successfully stop smoking in recent years.”
