Do not restrict vape flavours

We want the Government to not give Ministers powers to restrict vape flavours in the Tobacco & Vapes Bill, as we believe it will undermine efforts to help smokers quit.

Some studies show flavoured vapes can help people stop smoking, and we think limiting options risks pushing users back to cigarettes or other products, endangering public health.

We believe flavoured vaping products already play a crucial role in helping smokers quit smoking cigarettes. We believe that restricting flavours would bring more harm, reversing smoking cessation progress and pushing users to dangerous black-market products.

Our health advice is clear, whilst vapes can be an effective quit aid for adult smokers, children should never vape.

Due to the branding and advertising of vapes to children, youth vaping has more than doubled in the last 5 years and one-in-four 11-15-year olds tried vaping in 2023. Due to nicotine content and the unknown long-term harms, vapes and nicotine products carry risk of harm and addiction; this is particularly acute for adolescents whose lungs and brains are still developing.

That is why this Government is committed to bringing about definitive and positive change to stop future generations from becoming hooked on nicotine – and the Tobacco and Vapes Bill includes landmark policies to achieve this.

The Tobacco and Vapes Bill includes measures and powers that will reduce the appeal and availability of all vapes and other nicotine products to children. Amongst the regulation making powers is one that will enable government to introduce future limits on flavours.

There are a vast and diverse variety of flavours on the UK market, many with attractive wording and names that entice children to try vaping. Evidence shows that children are attracted to the fruit and sweet flavours of vapes, both in their taste and smell, as well as how they are described. As stated in a recent ASH survey, the most frequently used vape flavouring for young people is “fruit flavour” with 59% of current child vapers using these flavours. 16% of children who vape also choose sweet flavours such as chocolate or candy. The survey can be viewed here: www.ash.org.uk/uploads/Use-of-vapes-among-young-people-in-Great-Britain-2024.pdf.

It is the Government’s view that restricting flavours that appeal to children has the potential to reduce the number of children who are vaping. There is no reason that flavours like “gummy bear” and “cotton candy” should be available, flavours like these are not necessary for smoking cessation purposes and overtly appeal to children.

In considering the specific restrictions we bring forward, we are keenly aware that vaping is rightly used by adults as a tool to quit smoking. Vapes are less harmful than cigarettes, and vape flavours are an important consideration for adult smokers seeking to quit smoking.

We are conscious of the need to avoid unintended consequences on adult smoking rates, and therefore the scope and impact of any restrictions will be carefully considered and weighed against evidence. That is why we will be consulting further on these measures as soon as possible after Royal Assent of the Tobacco and Vapes Bill, and we would invite people to submit their views and evidence for consideration as part of that process.

Regulations on flavours that are subsequently drafted will be subject to parliamentary debate and vote before becoming law.

Department of Health and Social Care