New rules likely to become law have been revealed by a government consultation that indicates vapes will have to be packaged plainly, with devices allowed only to be white, grey or black, together with strict controls on flavours and a requirement to hide all products from display, as with tobacco.
The consultation runs for the next 12 weeks, and while ministers insist no immediate changes to the law are being made, the government has the power to implement the rules following the passing of the Tobacco and Vapes Act earlier in the year, which made provision for new controls on vapes. It is also under no obligation to act on any feedback provided during the consultation.
The biggest likely change for retailers will require them to hide all vape devices and refills from view, as is already required for conventional tobacco products, something the Independent British Vape Trade Association warned could “kill off the responsible dedicated vape shops already struggling to compete with the illicit trade”.
The proposed controls are in addition to a new tax, known as Vaping Products Duty (VPD), that from 1 October 2026 will add a levy of £2.20 on every 10ml of vape liquid.
The rules put forward for consultation also indicate the government will mandate all vape packaging be plain and white, with restrictions for pack branding, font colour and imagery.
“Concept and sensory” flavour names will be banned, with only “recognisable” descriptions, such as ‘apple’ allowed, together with a ban on flavours relating to confectionery, alcohol and puddings.
It is also likely that vape devices themselves will have to be either white, grey or black in colour and feature no images, limited branding and no “cosmetic” lights, while any display screen a device may feature will only be allowed to show safety information such as a device’s power and its heat settings.
Commenting on the consultation, Health Secretary James Murray said: “There are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays”, and while “vapes are less harmful than cigarettes… they should never be designed or marketed in ways that tempt children.”
He added: “These proposals are about striking the right balance and I urge everyone to have their say.”
Gillian Golden, chief executive of the Independent British Vape Trade Association, said her organisation “looks forward to working positively and progressively with the Government to ensure that vaping becomes less accessible and desirable to children”.
She added, though, that any new laws “can only be considered successful in the context of continuing the decline in adult smoking rates that has accompanied the growth of the UK’s responsible vape sector”.
Ministers also intend to add further restrictions to conventional tobacco, with plain packaging for cigarette papers and heated tobacco likely, together with a requirement to hide Duty Free tobacco displays from view.
