The UK has tightened its grip on vapes after the Tobacco and Vapes Bill became law, as ministers target youth use and fresh data warns tax rises could backfire.
Health Secretary Wes Streeting said the Government would use the new law to clamp down on how vapes are promoted, including banning advertising, sponsorship and in-store displays that appeal to children.
He said: “From next summer, the days of flashy vape ads and sponsorships will be over. Tough new rules will shut down advertising that all too often targets children.
“Let’s be clear: vaping should only ever be used to help adults give up smoking but never, in any circumstances, by children. Unfortunately, we’ve seen an explosion in youth vaping with rates more than doubling in five years. One in four kids have now tried it, no doubt enticed by bright packaging, sweet flavours and aggressive promotion.”
Under the new law, adverts, billboards and sponsorship by vaping companies will be outlawed, while vending machines selling vapes will be banned. The Government will also consult on plain packaging and whether products should be hidden from view in shops.
Streeting added: “We’re closing the loopholes. No sales to under-18s. No free samples. No vending machines. No ifs. No buts. We’re also consulting on introducing vape-free spaces: from playgrounds to schools, and indoor public places. And we will be consulting on proposed restrictions around the shop display, packaging and appearance of vapes later this year.
“Emerging evidence already suggests young vapers are almost as likely to suffer shortness of breath, wheezing and chest pain as young smokers. Vapour can contain nicotine and other potentially toxic substances.
“And while we do not know the long-term effects of many vape ingredients or the harms inhaling the contents and flavouring of vapes, given their widespread use is relatively recent, the expert advice is clear they are unlikely to be beneficial.
“It is possible further harms will emerge over time and my advice to young vapers and parents is why take the risk. Learn the lessons of previous generations and don’t make the same mistakes your parents and grandparents did.”
Chris Whitty also backed the move, saying: “Marketing vapes at children is utterly unacceptable and this act takes powers to restrict it.”
Tax concerns raise questions over unintended impact
The tougher regulatory stance comes as a new survey by VPZ highlights growing concern among vapers about the impact of the Government’s planned vape tax, due to be introduced in October 2026.
The levy is expected to add £2.64 to the cost of a standard 10ml bottle of e-liquid.
According to the survey of 2,640 UK adults, opposition to the tax is widespread. A total of 2,227 respondents said they strongly oppose the measure, while 2,405 said they do not believe it is fair.
The findings also underline the role vaping has played in smoking cessation. Some 2,132 respondents said they had used vaping to quit smoking completely.
However, many fear that rising costs could reverse that progress.
A total of 1,671 respondents said higher e-liquid prices would make it harder to stay off cigarettes, while 542 indicated they may return to smoking after the tax is introduced.
Affordability is a key concern, with 1,806 respondents saying they do not believe vaping will remain affordable once the tax comes into force.
The survey also points to scepticism about the policy’s intent. Some 2,036 respondents believe the primary aim of the tax is to raise revenue rather than improve public health or reduce youth vaping.
Risk of conflicting policy goals
Richard Begg, head of learning and development at VPZ, warned that the combined impact of tighter regulation and higher costs could have unintended consequences.
“This survey shows there’s a real risk the upcoming vape tax could push former smokers back to cigarettes,” he said.
“We know smoking remains the leading cause of preventable death in the UK, so any policy that risks driving people back to cigarettes is a serious concern. For many people, vaping has been the tool that helped them quit smoking for good and increasing the cost risks putting that progress in reverse.
“This tax risks pricing people out of vaping and back into smoking combustible cigarettes, which would be a major step backwards for public health. With the Tobacco and Vapes Bill now law, it’s important that any new restrictions are carefully measured. Specialist vape retailers play a very different role to convenience stores, providing expert advice and support to adult smokers looking to quit.
“We support sensible regulation, particularly to prevent youth access, but it’s vital that adult smokers are not discouraged from switching to less harmful alternatives.”
