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Crackdown on ‘unacceptable’ vape adverts targeted at children

Vapes
The government says some vape adverts are clearly aimed at children (Picture: Rex)

The government is going to crackdown on vape adverts which target children and young people, the Prime Minister has said.

Ministers say they will close a loophole which allows retailers to give free vape samples to children in England.

There are concerns about the number of children trying vapes and e-cigarettes – and Rishi Sunak, when appearing on ITV’s Good Morning Britain last week, shared concern that his own daughters could be targeted by vape marketing.

There is also set to be a review into retailers selling ‘nicotine-free’ vapes to under-18s, and the government says it will review rules on issuing fines to shops which illegally sell vapes to children.

This could make it easier for Trading Standards to hand out on-the-spot fines.

NHS figures from 2021 show 9% of 11-15-year-olds used e-cigarettes – an increase from 6% in 2018.

Mr Sunak said he was ‘deeply concerned’ about the increase in children vaping, and was ‘shocked by reports of illicit vapes containing lead getting into the hands of schoolchildren’.

He added: ‘Our new illicit vape enforcement squad – backed by £3 million – is on the case but clearly there is more to do.

A young girl smokes disposable electronic cigarette. Bright yellow background; Shutterstock ID 1943062066; purchase_order: -; job: -; client: -; other: -
The number of 11-15-year-olds using vapes has risen (Picture: Shutterstock)

‘That is why I am taking further action today to clamp down on rogue firms who unlawfully target our children with these products.

‘The marketing and the illegal sales of vapes to children is completely unacceptable and I will do everything in my power to end this practice for good.’

The crackdown will also see the health risk of vaping included in relationships, sex and health education lessons in school.

Police school liaison officers will also work to keep illegal vapes out of school – following the creation of the ‘illicit vapes enforcement squad’ earlier this year.

Chief Medical Officer Professor Sir Chris Whitty said the decision to close the loophole was a ‘very welcome step’, adding: ‘Whilst vaping can be an effective quitting tool for smokers, it is important that non-smokers are not encouraged to start vaping.

‘There has been a particularly worrying rise in the number of children using vapes, with companies clearly marketing these products at children using colours, flavours and cheap disposable options.

‘Closing the loophole that allows companies to give out free samples of vaping products to under-18s is a very welcome step in tackling some of the harms caused by the vaping industry.

‘We should continue to encourage smokers to swap to vaping as the lesser risk, whilst preventing the marketing and sale of vapes to children.’

Vape shop selling disposable vapes on 22nd May 2023 in London, United Kingdom. Vaping is often seen as a safe or safer alternative to smoking. It is also relatively new to the market, only hitting the mainstream over the past decade or so. Disposable vape pens are non-rechargeable devices that typically come ready-filled with e-liquid. (photo by Mike Kemp/In Pictures via Getty Images)
Currently shops can offer vape samples to children (Picture: Mike Kemp/In Pictures via Getty Images)

However the chief executive of charity Action on Smoking and Health said the proposals were ‘not the tough action that’s needed’.

Deborah Arnott said: ‘The most important immediate step the government could take now is to put a tax on the cheap disposables which are the vape of choice for children, as well as being bad for the environment.’

Industry figures welcomed the government proposals.

Gillian Golden, chief executive of the Independent British Vape Trade Association, said: ‘The loophole allowing free samples to be distributed regardless of consumer age is a gap that no self-respecting business should ever have considered exploiting.’

Joe Murillo, chief regulatory officer of Juul Labs, said: ‘Vapes have a role to play in helping adult smokers transition away from cigarettes, but more needs to be done to combat underage use of these products.

‘We believe that government, regulators, and industry can collectively take action to reduce the access and appeal of vaping to those underage, including by restricting the sale and marketing of vapes to this group.’

Get in touch with our news team by emailing us at webnews@metro.co.uk.

For more stories like this, check our news page.

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