Consultation on vape and tobacco product packaging launched
The Government has today announced the launch of a consultation to reduce the appeal of vapes to children, including introducing plain packaging, restrictions on flavour descriptors, and keeping vapes out of sight in stores.
Around one million young people aged 11–17 years old in Great Britain reported trying vaping in 2025, and evidence suggests that the colourful packaging, widespread marketing and strategic placement across retail spaces, and appealing flavours are driving young people to try these products.
Alongside these proposals, there are plans to extend these requirements for all tobacco products, including cigars and cigarette papers, while introducing positive quit themed inserts that direct smokers to resources to quit and health warnings for all tobacco products.
The consultation comes shortly after the passage of the Tobacco and Vapes Act, which received Royal Assent on 29th April 2026, and sets out proposals to create a smoke-free generation, protecting children and young people from the harms of smoking, while ensuring adult smokers can still access vaping products to help them quit.
Welcoming the consultation, Alison Challenger, ADPH Policy Co-Lead for Addiction, said:
“We are pleased to see this consultation launched to support stronger restrictions on tobacco and vape product packaging. These products are designed to attract and keep our communities, and more worryingly our children and young people, hooked on these health-harming products, often through eye-catching marketing, youth-friendly messaging, and strategic placement.
“That is why we need standardised, plain packaging, particularly across vapes, that strips away the branding and promotional design used to make these products enticing. Alongside this, we need to better support people to quit smoking and make the harms of tobacco clearer.
“Only by reducing the appeal and accessibility of these products can we stop the harms of smoking and create a smoke-free future where everyone, especially our children and young people, have the freedom to live healthier lives.”