"there are too many young people experimenting with vapes"
Colourful vape packaging and sweet-inspired flavours could be banned under new government plans aimed at stopping them being marketed to children.
The government has launched a 12-week consultation on proposals to restrict the way vaping products are packaged, branded and displayed in shops.
Health Secretary James Murray said too many young people were being encouraged to experiment with vapes because of bright colours, flavours and marketing tactics.
Under the proposed changes, vape packaging would need to be plain, with strict limits on branding. Flavour descriptions would also be restricted to simple terms such as “apple” or “cola”.
The plans could also see vapes moved out of sight in shops, following similar rules already used for cigarettes and tobacco products.
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.
“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.”
Health experts have warned there is no legitimate reason for nicotine products to use neon colours, cartoon imagery or branding that could appeal to children.
The consultation follows the passing of the Tobacco and Vapes Act, which aims to create the UK’s first smoke-free generation while allowing adult smokers to continue accessing vaping products as a quitting aid.
The legislation means anyone aged 17 or younger will face a lifelong ban on buying cigarettes, as shops will be prohibited from selling tobacco products to people born after 1 January 2009.
It also gives the government powers to introduce further restrictions, including banning vaping in cars carrying children, playgrounds, outside schools and at hospitals.
The proposed packaging rules follow the recent ban on single-use vapes and come ahead of further restrictions on vaping products.
Future measures include banning vape sales from vending machines and ending advertising and sponsorship of vapes.
The government’s latest move comes amid concerns about rising youth vaping rates.
According to charity Action on Smoking and Health, around one million, or nearly one in five, 11 to 17-year-olds in Great Britain reported trying vaping in 2025.
The consultation also includes plans to introduce inserts in cigarette packs directing smokers towards quitting support.
It proposes extending plain packaging rules to all tobacco products, including cigarette rolling papers and cigars.
