Health Secretary James Murray unveiled plans to stop vapes being marketed to children.
Murray said too many young people were being lured into experimenting with vapes. Under the proposals, packaging would need to be bland, with limits on imagery and branding.
Names relating to confectionery, sweets, desserts and alcohol would be banned to make products less appealing to children. Health experts say there is no reason for nicotine products to come in neon packaging or use flavours designed to catch a child’s eye.
Murray said: “The evidence is clear: too many young people are experimenting with vapes, attracted by flavours, bright colours and marketing displays. We must act now to reduce the appeal of addictive vapes to our children.”
The 100-day consultation follows the recent passing of the Tobacco and Vapes Act, which sets out proposals to create the UK’s first smoke-free generation. Children aged 17 or younger now face a lifelong ban on buying cigarettes.
Around one million 11-17 year olds in Great Britain reported trying vaping in 2025, according to Action on Smoking and Health. The consultation proposes inserts for cigarette packs telling buyers where to get help to quit.
The plans also include making all tobacco products come in plain packaging. Murray urged everyone to have their say in the consultation, which will help strike the right balance between protecting children and helping adult smokers quit.
The consultation will run for 100 days, after which the government will review the responses and decide on the next steps. The outcome is expected to shape the future of vaping regulation in the UK, with changes potentially coming into effect later this year.
