Government Launches Consultation to Clamp Down Vape Promotions to Children

Boxes of 'puffs' disposable electronic cigarettes displayed on table at La Vapotitheque store in Bethune, northern France, on May 25, 2022. Denis CharleT/AFP via Getty Images

The UK government has launched a public consultation on youth vaping as part of a strategy to create the first smoke-free generation.

In a Thursday announcement the government proposed to restrict child-friendly flavours and bright coloured packaging of vapes.

This comes amid increasing concerns that more children now use vapes, lured by their appeal and availability.

Prime Minister Rishi Sunak said that he was determined to deliver on his promise of a smokefree generation.

“Our ambitious plans will reverse the worrying rise in youth vaping while protecting our children from the dangerous long-term effects of smoking as quickly as possible,” the PM said.

Selling vapes to children is illegal, but official figures showed that youth vaping has tripled in the past three years. One in five children have now had used a vape.

While adults often use vaping as a tool to quit smoking, the government is set to stop vape use among children.

The proposals being consulted on over an eight-week period include restricting vape flavours and packaging targeting children, keeping vapes out of sight in shop displays and increasing the price of vapes.

“Disposable vapes at their current pocket money prices, with cartoons and bubble-gum flavour options, are far too attractive and easy for children to access,” said chief executive at Asthma + Lung UK, Sarah Woolnough.

Young people are motivated to start vaping, given the variety of appealing flavours, said the Department of Health.

It revealed that vape users aged 11-17 frequently choose fruit flavours, as well as chocolate, sweet candy and soft drink.

Vape packaging also plays an important role in attracting underage people.

Brightly coloured packaging and displays appeal to children, as well as the use of cartoon images on vaping products.

“Limiting this exposure is a necessary step to reducing experimental use among children and young people,” said the Department of Health.

The consultation will also examine a possible introduction of new powers for local authorities to issue on-the-spot fines for those selling vapes to underage customers.

Smokefree Generation

Last week, the PM announced plans to stop children aged 14 or younger from ever legally being sold cigarettes.

Under the proposal, the smoking age will effectively be raised by a year each year, until it applies to the whole population.

Downing Street expects this to lead to 1.7 million fewer smokers by 2075.

Health charity ASH said that the government shouldn’t waste time in its plans to introduce new legislation.

“Every day, hundreds of children start smoking for the first time, two thirds of whom will go on to become daily addicted smokers,” said the charity’s chief executive, Deborah Arnott.

Medical experts have welcomed the consultation, arguing in favour of stronger regulation of vaping among young people.

They noted the health risks, carried by vaping addiction, including for those with lung conditions.

“As a children’s doctor, I am in no doubt that both smoking and vaping are terrible for the health of babies, children and young people,” said Dr. Camilla Kingdon, President of the Royal College of Paediatrics and Child Health.

The government will invest £30 million to support the HMRC and the Border Force to stop underage sales and imports of illicit tobacco and vaping products.

The devolved government ministers have supported the launch of the consultation, welcoming “all actions possible” to stop young people from taking up vaping.

In June, an MP for Sleaford and North Hykeham raised concerns about children falling ill after vaping. Caroline Johnson said that a number of children in her constituency have collapsed after vaping.

“These are secondary school children,” said Ms. Johnson.

She added that overall, eight schoolchildren in England have required hospital treatment after using electronic cigarettes.

An NHS report, released in June, found that 9 percent of 11- to 15-year-olds in England regularly use e-cigarettes, a rise from 6 percent in 2018.