UK Plans Plain Packaging and Display Rules for Vapes

" Under the proposals, vapes would also be moved out of sight in shops, similar to the current rules for cigarettes and tobacco. Health Secretary James Murray said the evidence shows too many young people are experimenting with vapes because of flavors, bright colors, and marketing displays.

Background to the consultation The consultation follows the recent passage of the Tobacco and Vapes Act, which sets out plans for the UK's first smoke-free generation. The Act creates a lifelong ban on buying cigarettes for anyone born after 1 January 2009 and gives ministers power to ban vaping in cars carrying children, playgrounds, outside schools, and at hospitals.

It also paves the way for future bans on vending-machine sales and advertising or sponsorship of vapes.

Data on youth use Around one million, or nearly one in five, 11-17 year olds in Great Britain reported trying vaping in 2025, according to the charity Action on Smoking and Health. NHS staff have reported that children as young as 13 admit to vaping.

The consultation also proposes adding inserts to cigarette packs that direct buyers to quitting services and extending plain-packaging rules to rolling paper and cigars.

“The evidence is clear: there are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays.”

Murray added that vapes remain less harmful than cigarettes and can help adult smokers quit, but should never be designed or marketed to tempt children.