Abbott backs crackdown on vapes marketed at children

Why it matters: More than one million 11 to 17-year-olds across Great Britain reported trying vaping in 2025, according to Action on Smoking and Health (ASH).

The details: The 12-week consultation, launched by the Department of Health and Social Care, proposes:

• Plain white packaging for vapes and nicotine products, with strict limits on branding, colours, logos and imagery
• Flavour names restricted to simple descriptions such as "Apple", with names inspired by confectionery, desserts, sweets, soft drinks or alcohol banned
• Vape devices limited to white, black or grey, with no decorative imagery, cosmetic lighting or screens showing anything beyond safety and status information
• Vapes and nicotine products kept out of sight in shops, in line with existing tobacco display rules
• Plain packaging extended to all tobacco products, including cigars, pipe tobacco, shisha and heated tobacco devices
• Quit-support messages inside tobacco packs, and an end to the display exemption for duty-free shops and airports

Nicotine pouches are also covered by the proposals.

The consultation stems from the Tobacco and Vapes Act, which received Royal Assent on 29 April 2026, and closes at 23:59 on Friday, 2 October 2026.

What they're saying: Jack Abbott MP said: "The fact that more than one million 11 to 17-year-olds across Great Britain said they'd tried last year should be a wake-up call. We cannot stand by while more children are exposed to addictive nicotine products.

"Vapes can play an important role in helping adults quit smoking, but they should never be packaged or promoted in ways that appeal to children, especially those who have never smoked.

"When products are brightly coloured, given names that sound like sweets or desserts and displayed prominently in shops, it's easy to see why parents are worried. As a Government we have a responsibility to make sure these products are aimed at adults trying to quit smoking, not at young people.

"That's why I strongly welcome these proposals. They strike the right balance by protecting children from nicotine addiction while ensuring adults who want to stop smoking can still access vaping as an effective quitting aid.

"It's another important step towards creating the first smoke-free generation and giving every child the healthiest possible start in life."

Secretary of State for Health and Social Care, James Murray, said: "The evidence is clear: there are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays.

"We want a healthier future for the next generation, so we must act now to reduce the appeal of addictive vapes to our children.

"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. These proposals are about striking the right balance and I urge everyone to have their say."

The bigger picture: The consultation builds on a ban on single-use vapes introduced in June 2025. It comes ahead of a Vaping Products Duty from October 2026, a ban on vape sales through vending machines and free distribution from 29 October 2026, and an end to vape advertising and sponsorship from June 2027.

What's next: Businesses, health organisations and members of the public have until 2 October 2026 to respond to the consultation before final regulations are drawn up.

The bottom line: Ministers say the proposals aim to strike a balance between protecting children from nicotine addiction and ensuring adult smokers can still use vaping as a quitting tool – with Ipswich's MP among those urging residents to have their say.

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