UK Launches Consultation on Plain Vape Packaging and Flavor Bans

The UK government and the Scottish Government have launched consultations to restrict the marketing and sale of vaping products to children and teenagers. James Murray, the Health Secretary, announced proposals to introduce plain packaging—specifically white packaging with strict rules on imagery and branding—and limit device colors to black, white, or grey.

The plan seeks to ban flavor names associated with sweets, desserts, and alcohol, allowing only simple descriptions such as apple or cola. Further measures include keeping vapes out of sight in retail shops and extending plain packaging and visibility restrictions to all tobacco products, including cigars and rolling papers. The government also intends to remove display exemptions for tobacco in airports and duty-free shops.

These initiatives follow the Tobacco and Vapes Act 2026 and respond to data from Action on Smoking and Health indicating that 19% of 11-to-17-year-olds in Britain have tried vaping. While officials acknowledge vapes can help adults quit smoking, the goal is to prevent youth nicotine addiction. The consultation period is generally cited as 12 weeks, though one source describes it as 100 days.

Public health officials and charities have welcomed the move, while industry representatives, such as those from ELFBAR, have argued against concealing products behind shutters.