A new nationwide survey suggests the majority of UK adults are unable to distinguish legal vaping products from illegal ones. The findings raise concerns about consumer safety and an escalating black market following the July 2025 disposable vape ban.
The research, conducted by nicotine pouch brand übbs, surveyed 1,000 adults across major UK cities and found that 68 per cent of respondents could not identify an illegal vape.
Despite months of warnings from health groups, trading standards and industry bodies, the findings indicate that consumers remain poorly equipped to navigate a market increasingly flooded with unregulated products.
Most consumers miss key warning label requirement
According to the survey, 88 per cent of adults missed one of the most important indicators of legality – a health warning label covering 30 per cent of the packaging on both front and back. Participants were shown images of vape products and asked which met UK regulations. In practice, only 32 per cent answered correctly.
Young adults fare worst
The results reveal particularly low levels of awareness among young adults. Just 16 per cent of 18 to 24-year-olds were able to spot an illegal device, compared with a 32 per cent UK average.
At a regional level, Northern Ireland performed best, while individual city results varied widely. Sheffield scored 64 per cent, double the national average, whereas Norwich recorded the lowest figure at 19 per cent.
Confidence does not match ability
The discrepancy between perceived confidence and actual performance was another striking finding. Although just over half of respondents (54 per cent) believed they could identify an illegal vape, only a third demonstrated the knowledge when tested.
übbs general manager Steve McGeough said the data should prompt urgent action. “This research highlights a critical knowledge gap putting consumers at risk,” he said. “With almost 7 in 10 people unable to identify illegal vapes, there’s an urgent need for better consumer education.”
Illegal market risk rising post-ban
Illegal vapes may contain unknown or contaminated ingredients, nicotine concentrations above the 20mg/ml legal limit, oversized tanks exceeding 2ml and batteries that fail basic safety standards.
Some contain substances that are prohibited entirely. Since the introduction of the disposable vape ban on July 1, enforcement authorities have repeatedly warned that the likelihood of dangerous products circulating through illicit channels has increased.
Harm reduction advocates argue that the ban has unintentionally accelerated this trend. With lawful single-use devices removed from the market, demand has shifted to informal sellers and online marketplaces where oversight is limited. The survey’s findings reinforce concerns that consumers cannot reliably distinguish a compliant device from one that may be unsafe.
Key signs consumers should look for
The study highlights several indicators that suggest a product may be illegal. These include inadequate health warnings, labels covering less than 30 per cent of the packaging, tanks larger than 2ml, nicotine strengths above 20mg/ml, missing ingredient lists and any single-use disposable device – now banned from legal sale.
Trading standards teams continue to seize thousands of non-compliant products each week, but enforcement capacity remains stretched. As the illicit market grows, consumer understanding becomes increasingly important.
The survey suggests that without clearer guidance and more consistent public information campaigns, many vapers will remain vulnerable to unsafe products that bypass regulation entirely.
