Ministers have launched a crackdown on vapes marketed at kids with a shift to plain white packaging.

Plans to stop vapes being marketed to children have been unveiled today

as part of a UK-wide consultation to introduce plain packaging and restrictions on flavour description rules, and keep vapes out of sight in shops.

Action on Smoking and Health (ASH) reports that around one million 11 to 17 year olds in Great Britain reported trying vaping in 2025. Evidence suggests that colourful packaging, prominent retail displays and child-appealing flavours are among the factors driving young people to take it up.

The UK government and the devolved governments have launched a consultation that includes proposals to reduce the appeal of vapes to young children, including white packaging with restrictions on text colour, imagery and branding, as well as standardised product information.