Vape advertising: Government to crack down on promotions ‘targeted at children’

Rishi Sunak has said a new government crackdown on vape marketing will stop the “unacceptable” targeting of children and young people. 

Ministers have pledged to close a loophole that allows shops to offer free samples of vapes to children in England as concerns over the proportion of youngsters trying e-cigarettes mounts.

It comes days after the prime minister expressed concern about his own daughters potentially being targeted by vape marketing during an interview on ITV’s Good Morning Britain.

There will also be a review into banning retailers selling “nicotine-free” vapes to under-18s, the government said, as well as a review of the rules on issuing fines to shops that illegally sell vapes to children.

The government said such reviews could make it easier for local trading standards officials to issue on-the-spot fines and fixed penalty notices.

Ministers cited NHS figures from 2021 which revealed 9% of 11 to 15-year-olds used e-cigarettes – up from 6% in 2018.

Mr Sunak said he was “deeply concerned” about the increase in children vaping, adding he was “shocked by reports of illicit vapes containing lead getting into the hands of schoolchildren”.

“Our new illicit vape enforcement squad – backed by £3m – is on the case but clearly there is more to do,” the prime minister said.

“That is why I am taking further action today to clamp down on rogue firms who unlawfully target our children with these products.”

He added that the marketing and the illegal sales of vapes to children are “completely unacceptable” and that he will do everything in his power to “end this practice for good”.

Meanwhile, Chief Medical Officer Professor Sir Chris Whitty called the decision to close the loophole a “very welcome step”.

He said: “Whilst vaping can be an effective quitting tool for smokers, it is important that non-smokers are not encouraged to start vaping.

“There has been a particularly worrying rise in the number of children using vapes, with companies clearly marketing these products at children using colours, flavours and cheap disposable options.

“Closing the loophole that allows companies to give out free samples of vaping products to under-18s is a very welcome step in tackling some of the harms caused by the vaping industry.”

He added: “We should continue to encourage smokers to swap to vaping as the lesser risk, whilst preventing the marketing and sale of vapes to children.”

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The health risks of vaping will now also be included in Relatonships, Sex and Health Education lessons in schools as part of the ongoing government review of the curriculum.

And the crackdown will also see dedicated police school liaison officers work to keep illegal vapes out of schools.

Health minister Neil O’Brien described any marketing of vaping products to children as “shameful”.

He said the government would “review the rules on issuing on-the-spot fines to shops that break the law by selling vapes to underage youngsters, and look into banning the sale of nicotine-free vapes to under-18s – which we know can be a gateway to using nicotine products”.