The United Kingdom is considering new rules to regulate the marketing of vaping products.

The British government has launched a public consultation across the four nations on a draft proposal to strengthen regulations governing the marketing of vaping products.[1]. Plain packaging, color restrictions, limitations on flavor names and a ban on point-of-sale visibility are among the measures being considered to reduce the appeal of these products to young people, with the support of several public health organizations and as the country moves towards a tobacco-free generation by 2030.

A consultation on stricter regulation of tobacco marketing, but especially vaping.

The British government has launched a twelve-week public consultation on a package of measures aimed at strengthening regulations on tobacco products, including heated tobacco, and reducing the appeal of e-cigarettes to children and adolescents.

The consultation includes extending and generalizing plain packaging to all tobacco products (including heated tobacco), with the inclusion of information directing smokers to where they can find help to quit. Similarly, current exemptions regarding the removal of displays in duty-free shops and airports would be eliminated.

The bulk of the new measures, however, would concern e-cigarettes, with restrictions on text color, images, branding, and standardized product information. Specifically, the proposals include the widespread adoption of plain packaging with standardized permitted colors: white, black, or gray; the removal of any promotional elements from the packaging; and the elimination of safety information and nicotine content details. Furthermore, their display in stores would be prohibited. The plan also includes limiting flavor names to simple and clear descriptions, such as "apple" or "cola," while banning references to confectionery, desserts, or alcoholic beverages. According to the Ministry of Health and Social Affairs, these measures follow on from the introduction of plain packaging for cigarettes in 2017.

Health Minister James Murray said:« We all know that the way some vaping products are promoted—with their brightly colored packaging and names that could target children and young people—is problematic. This is unacceptable because we want not only to build a tobacco-free generation, but also to prevent children and young people from starting to vape. ".

Plain packaging, an effective measure supported by public health stakeholders

According to a survey conducted for the charity Action on Smoking and Health (ASH) in the UK, nearly one in five young people aged 11 to 17 has tried vaping. Several public health organizations, including the Royal College of Paediatrics and Child Health and ASH, believe that stricter regulations are needed to limit young people's exposure to nicotine product marketing.

Hazel Cheeseman, managing director of ASH, explained that the colorful visuals of the brands had contributed to the rise of vaping among young people. She stated:« Protecting children from harmful vaping marketing is the right thing to do. Attractive and colorful visuals and images have increased the appeal of e-cigarettes to children. »[2].

A study conducted by researchers from University College London (UCL) and King's College London, published in The Lancet Regional Health Europe, indicates that plain packaging could reduce the appeal of e-cigarettes to young people without diminishing the interest of adults who wish to use them. Among the teenagers surveyed, 53% believed their peers would be interested in products presented in their usual packaging, compared to 38% when the products were presented in standardized packaging. Among adults, interest in the products remained comparable regardless of the type of packaging.

A series of measures included more broadly in the Tobacco and Vapes Bill

This hundred-day consultation follows the recent adoption of the Tobacco and Vapes Bill, which aims to create the first tobacco-free generation in the UK, by protecting young people from nicotine addiction. It is now illegal to sell tobacco products to children aged 17 and under, and this ban will remain in effect for their entire lives, even beyond the age of majority. The new law also prohibits vaping in cars transporting children, in playgrounds, and near schools and hospitals, thus expanding existing smoking bans. Furthermore, the law includes a ban on the sale of e-cigarettes through vending machines, as well as a planned end to advertising, promotion, and sponsorship of these products.[3].

All of these measures will require close monitoring of the tobacco and nicotine industry lobby to prevent interference that could weaken the system. Recently, a report from the Ethics and Integrity Commission watchdog has thus warned of serious shortcomings in the UK Lobby Register, with avenues for drastic reforms to be put in place.

©Generation Without Tobacco

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[1]Sarah Marsh, Vape packaging and flavoring face restrictions under UK plans to reduce appeal to children, The Guardian, published on July 10, 2026, accessed the same day

[2]Laura Donnelly, Bubblegum and cola-flavored vapes to be banned to protect children, The Telegraph, published on July 10, 2026, accessed the same day

[3]Michelle Roberts, Vapes to have less enticing names and flavors to protect children, BBC, published on 10 July 2026, accessed the same day