The Department of Health and Social Care has launched a new UK wide consultation on plans to introduce plain packaging and restrictions on flavour descriptions for vapes, as part of efforts to stop vapes from being marketed to children.
The plans, published today [10 July], will limit the colour of vape devices to white, black and grey and limit packaging colours to white. There will be additional restrictions on imagery, text colour, branding and product information.
This follows the Tobacco and Vapes Act, which was granted Royal Assent on 29 April 2026, and sets out plans to create the UK’s first smoke-free generation.
Action on Smoking and Health (ASH) estimated that one million 11-17 year olds in Great Britain had tried vaping in 2025.
Secretary of state for health and social care 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.
“We want a healthier future for the next generation, so we must act now to reduce the appeal of addictive vapes to our children. ”
The consultation also proposes extending the existing packaging requirements for cigarettes and hand rolled tobacco to all tobacco products, including cigarette papers and cigars.
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It also includes measures to introduce positive quit themed inserts, which would direct smokers to resources to quit and health warnings on all tobacco products.
The proposals also include removing displays for tobacco products in duty-free settings and airports.
Scotland public health minister Maree Todd added: “Scotland has been a world-leader on a range of tobacco control measures, and while there has been a steady reduction in smoking rates, we know it still damages lives and kills more than 7,000 people a year in Scotland.”
Eve Peters, director of government affairs for ELFBAR in the UK responded to the announcement, commenting: “Vaping products differ from tobacco and should not be concealed behind shutters. Displays should be responsibly positioned behind the counter, ensuring age verification to prevent youth access while remaining visible to adult smokers to support cessation.
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