Vapes to have less enticing names and flavours to protect children
The UK government is launching a consultation to restrict the marketing of vapes to children by banning colorful packaging and sweet-inspired flavor names. These measures aim to curb youth nicotine addiction while maintaining access for adult smokers.
Why it matters
Regulating the marketing of nicotine products is a major public health policy debate balancing harm reduction for adults against the protection of minors.
Image source, Getty Images By Michelle Roberts Digital health editor Published 10 July 2026, 03:15 BST Updated 1 hour ago Vapes with colourful packaging, or with names or flavours inspired by sweets and cocktails, could be banned as part of plans to stop them being marketed to children.
The government is launching a 12-week consultation about its plans "to make vaping less attractive for children and young people". Health Secretary James Murray said it was clear too many were being lured into experimenting.
Under the new proposals, packs would need to be plain with strict limits on branding and only simple flavour descriptions like "apple" or "cola" used.
Other restrictions would move vapes out of sight in shops, similar to how cigarettes and tobacco are currently sold.
Children as young as 13 admit vaping, say NHS staff
Published 19 January Vapers overtake smokers for first time in Britain
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