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The UK government has unveiled plans to ban colourful vape packaging, child-friendly branding and flavour names inspired by sweets and cocktails as part of a wider effort to curb vaping among children and teenagers, BBC reportsThe proposals form part of a 12-week public consultation launched under the Tobacco and Vapes Act, with ministers seeking to reduce the appeal of vaping products to young people while ensuring they remain available to adult smokers trying to quit cigarettes.Under the proposed rules, vape products would have to be sold in plain packaging with strict branding restrictions. Manufacturers would also be limited to simple flavour descriptions such as “apple” or “cola”, replacing names that could appeal to younger consumers.The government is also considering requiring retailers to keep vapes out of sight, similar to existing rules governing the display of cigarettes and other tobacco products.Health Secretary James Murray said the measures are intended to prevent children from being drawn to nicotine products through attractive packaging and marketing.“The evidence is clear: there are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays,” Murray said. “Vapes are less harmful than cigarettes and can play an important role in helping adult smokers to quit, but they should never be designed or marketed in ways that tempt children.”The consultation follows the recent passage of the Tobacco and Vapes Act, which aims to create the UK’s first smoke-free generation. Among its measures is a lifetime ban on cigarette sales to anyone born on or after January 1, 2009.The legislation also gives ministers the power to prohibit vaping in vehicles carrying children and in places such as playgrounds, school entrances and hospital grounds. It comes after the ban on single-use vapes and ahead of planned restrictions on vape vending machines, advertising and sponsorship.According to the charity Action on Smoking and Health, cited by BBC, nearly one million children aged 11 to 17 in Great Britain, or almost one in five, had tried vaping in 2025.The consultation also proposes introducing information inserts inside cigarette packs directing smokers to quitting support services, while extending plain packaging requirements to all tobacco products, including cigars and rolling papers.
