Claire Hughes MP has welcomed a new UK Government crackdown on vapes marketed at children, after hearing from constituents in Bangor Aberconwy who are concerned about the growing number of vape shops on local high streets.
Ministers have launched a 12-week UK-wide consultation on plans to introduce plain white packaging for vapes, restrict flavour names that appeal to children, and keep vape products out of sight in shops, wholesalers and airports. The consultation also proposes extending existing plain packaging rules to all tobacco products, including cigars and cigarette papers.
The move follows figures from Action on Smoking and Health (ASH) showing that around one million 11 to 17-year-olds in Great Britain reported trying vaping last year, with evidence pointing to colourful packaging, prominent shop displays and child-friendly flavours as key drivers behind the trend.
The consultation builds on the Tobacco and Vapes Act, which received Royal Assent in April 2026 and set out plans to create the UK’s first smoke-free generation. It follows the ban on single-use vapes and comes ahead of a new Vaping Products Duty from October, along with future restrictions on vape vending machines and free samples.
The Act also introduces a mandatory retail licensing scheme for all in-person and online vape and tobacco sellers in England, Wales, and Northern Ireland.
Commenting on the announcement, Claire Hughes MP said:
“Loads of people in Bangor Aberconwy have told me they’re fed up with the number of vape shops opening on our high streets, and I know parents are worried about how easily vapes are marketed to children.
“This Labour Government is taking action. I welcome the Tobacco and Vapes licensing scheme, alongside new rules to strip away the bright colours, cartoon branding and sweet-sounding flavours designed to catch a child’s eye.
“Vapes have an important role to play in helping adult smokers quit, but they should never be designed or sold in a way that tempts children to take it up. I’d encourage people across the constituency to have their say in this consultation.”
Secretary of State for Health and Social Care, James Murray, said:
“The evidence is clear: there are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays.
“We want a healthier future for the next generation, so we must act now to reduce the appeal of addictive vapes to our children.”
The consultation will be running until 2 October 2026. Members of the public can share their views by visiting it here.
Promoted by Claire Hughes at House of Commons, London, SW1A 0AA. This website is paid for independently by Claire Hughes MP, no public funds have been used in the production of this website.
