Tobacco and Vapes: Packaging, Appearance and Display

The UK Government have published our consultation “Tobacco and Vapes: packaging, appearance and display” on behalf of all four nations of the UK. A copy will be deposited in the Library of the House.

People deserve to live in a fairer UK, where everyone lives well for longer. The 10-year health plan for England sets out our ambitious plans to shift the dial from sickness to prevention. As part of this, we are committed to creating a smoke-free UK and protecting future generations from the harms of tobacco and risks of nicotine addiction. This consultation is the next step in delivering on our commitments.

Tobacco is a uniquely harmful product and there is no safe level of consumption. Smoking remains the single biggest preventable cause of ill health, disability and death in England and costs the country £21.3 billion per year. While vaping is less harmful than tobacco products and can be an effective way for adult smokers to quit, they are not risk-free. The long-term health impacts of these products remain unknown. For these reasons, the Government advice is clear: children, and adult non-smokers should never vape. It is therefore deeply concerning that, as of 2025, around 20% of 11 to 17-year-olds—over 1 million children—had tried vaping.

Evidence suggests that vapes appeal to children for many reasons, including packaging, product appearance, flavours and being easy to access. There are also growing concerns about the appeal of nicotine products, such as nicotine pouches, to children, and the increasing awareness and use among young people.

The Tobacco and Vapes Act, which became law on 29 April 2026, delivers on our core manifesto commitment. From 1 January 2027, our landmark smoke-free generation policy will come into effect, protecting anyone born on or after 1 January 2009 from the harms of tobacco. On 1 June 2027 we intend to bring into effect a comprehensive advertising and sponsorship ban for vapes and nicotine products. Earlier this year, we consulted on proposals to extend smoke-free restrictions to certain outdoor places and to introduce vape-free and heated tobacco-free places —on these we are currently considering responses.

Alongside the 2026 Act, the Government have taken further action. On 1 June 2025 we banned the sale and supply of single-use vapes, and at the autumn Budget 2024 the Government confirmed the introduction of a new vaping products duty from 1 October 2026, accompanied by a one-off increase in tobacco duty.

The forthcoming consultation is the next step in this programme of work. It proposes ways in which the packaging, flavour descriptors, device appearance and retail display of vaping and nicotine products can be restricted to reduce their appeal and availability to young people, while still allowing vapes to be effective quit aids for adult smokers.