The measures include a shift to white packaging, keeping vapes out of sight in shops and restrictions in flavour, as well as plain packaging for all tobacco products, including cigars cand cigarette papers.

Secretary of state for health and social care James Murray said: ‘Vapes are less harmful than cigarettes and can play an important role in helping adult smokers to quit, but they should never be designed or marketed in ways that tempt children. These proposals are about striking the right balance and I urge everyone to have their say.  

The consultation follows the passage of the Tobacco and Vapes Act, which received Royal Assent on 29 April 2026, and follows a ban on single-use  vapes (1 June 2025).

It comes ahead of the introduction of a Vaping Products Duty (1 October 2026), future bans on the sale of vapes from vending machines and their free distribution (29 October 2026), and an end to the advertising and sponsorship of vapes (1 June 2027).

Cllr Dr Wendy Taylor, chair of the Local Government Association's Health and Wellbeing Committee, said: ‘Councils have long called for an end to vapes being dressed up like sweets and sold within arm's reach of the pick and mix. This consultation is the moment to close the loopholes that have enabled these products that appeal to children to remain on sale.'