The government has launched a consultation on vapes, including plans to introduce plain packaging, restrictions on flavour description rules and keeping vapes out of sight in shops.
Action on Smoking and Health (ASH) found that around one million 11-17 year olds in Great Britain reported trying vaping in 2025 and evidence suggests that colourful packaging, prominent retail displays and child-appealing flavours are among the factors driving young people to take it up.
The UK and devolved governments have now launched a consultation that includes proposals to reduce the appeal of vapes to young children, including white packaging with restrictions on text colour, imagery, branding and standardised product information.
There will also be restrictions on flavour names to simple recognisable descriptions and vape devices to be white, black or grey.
Standardise packaging has been in place for cigarettes and hand-rolling tobacco since 2017, helping to reduce the appeal of smoking. The consultation also proposes to extend these requirements for all tobacco products, including cigars and cigarette papers.
Other proposals include introducing positive quit themed inserts directing smokers to resources to quit and health warnings for all tobacco products, as well as removing displays for tobacco products in duty-free settings and airports.
Secretary of State for Health and Social Care 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 want a healthier future for the next generation, so we must act now to reduce the appeal of addictive vapes to our children.
"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. These proposals are about striking the right balance and I urge everyone to have their say."
Professor Steve Turner, President of The Royal College of Paediatrics and Child Health (RCPCH) said: "Any measures that improve child health are welcome and much needed. As paediatricians, we are deeply concerned by the insidious marketing practices used by tobacco and vaping companies to target our future generations.
"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. We welcome this consultation as an important step towards creating a healthier future for children and young people."
