Vapes could be sold in plain packaging and hidden in shops under proposals aimed at making them less appealing to children.
On Friday, the government launched a consultation on plans to make vaping products less attractive to young people.
Ministers say the proposals are intended to tackle rising levels of youth vaping, while preserving e-cigarettes for adults who are trying to quit smoking.
Data from Action on Smoking shows between 2021 and 2023, 19% of 11- to 17-year-olds tried vaping, which equates to 1.1 million children.
Under the new measures, vape packaging would be plain white with limited branding and devices could only be sold in white, black or grey. Flavour names would also be limited to simple descriptions such as ‘apple. Names linked to confectionary, desserts and alcohol would be banned.
Announcing the plans, Health Secretary James 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.
‘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.’
The consultation follows the Tobacco and Vapes Act, which became law in April and gives ministers powers to introduce new restrictions on vaping and tobacco products.
Wales Deputy Minister for Preventative and Public Health Nerys Evans said: ‘Vapes are being deliberately designed and marketed to appeal to children – with bright colours, cartoon branding and sweet-sounding flavour names that have no place in products containing addictive nicotine.
‘It is simply unacceptable and I would encourage urge everyone to support our efforts to protect children’s health.’
Hazel Cheeseman, chief executive of the charity ASH, added: ‘Protecting children from harmful vape marketing is the right thing to do. Attractive, colourful branding and images have driven the appeal of vapes to children leading to an increase in use. At the same time there is a careful balance to strike with regulations. While vapes are not harm free, they are significantly less harmful than smoking and vapes have helped millions of people successfully stop smoking in recent years.
‘The task now is to thread the needle of making vaping less appealing to children without making it less effective for adults who want to quit smoking. Get that balance wrong, and we risk slowing progress against smoking, the leading cause of preventable death.’
Image: Shutterstock
In related news:
Home again, but support gaps remain for children leaving care
Leave a Reply