Crackdown on rogue traders selling vapes to children

The Government has published a call for evidence to seek expert views on introducing new rules for retailers selling tobacco, vapes and nicotine products.

Children will be better protected from the risks of vaping as part of Government proposals to introduce new rules for retailers selling tobacco, vapes and nicotine products.

For the first time, shops would need a licence to sell these products - closing a major gap in the law. Currently, any business can sell tobacco or vapes without one. This has allowed rogue traders to sell illicit products on the high street, often targeted at children with cheap, colourful vapes in shops that sell sweets and toys.

The proposed new licensing scheme will root out rogue operators, give enforcement officers stronger powers to shut them down and protect legitimate retailers. 

It is part of a call for evidence published today that will help shape regulations as part of the landmark Tobacco and Vapes Bill, which will create a smoke-free generation and protect children and young people from a lifetime of addiction.

The Government is also seeking views from experts on the flavours, nicotine strength, and appearance of vapes as part of a series of measures to tackle youth vaping. 

Only responsible businesses will be allowed to sell tobacco, vapes and nicotine products under the proposals. Those caught breaking the rules face unlimited fines or on-the-spot penalties of £2,500.

In addition to licensing, the Government's call for evidence is seeking views from retailers, manufacturers, public health experts, charities, academics and health professionals, as well as members of the public on:

• flavours and ingredients. To better understand the ingredients, which substances should be allowed in vapes and nicotine products, and what risks their emissions may pose as well as understanding where efforts to control flavours have been successful
• nicotine strength. To better understand safe levels for vapes and nicotine pouches, so products do not deliver dangerously high doses
• design and appearance. The size, shape and features of vapes and tobacco-related devices, including whether devices with digital screens should be restricted
• industry compliance. Introducing a new registration system for every tobacco, vape or nicotine product sold in the country. This would help to stop unsafe or misleading products onto the market and give both consumers and retailers greater confidence in what is being sold

The Tobacco and Vapes Bill, which is currently progressing through Parliament, will also ban the advertising and sponsorship of vaping and nicotine products, and provide powers for regulating flavours, packaging, and how and where vapes and nicotine products are displayed in shops.

A separate consultation on introducing smoke-free and vape-free places, restrictions on vape packaging and changing how and where they are displayed in shops, will follow next year. 

Research from King's College London and University College London strongly suggests that selling vapes in plain packaging could reduce the number of children taking up vaping, while still providing a useful tool for adults to quit smoking.

It found 53% of children aged 11 to 18 surveyed felt their peers would be interested in trying vapes when shown branded packaging and flavours, but this dropped to 38% with plain packaging and descriptions of flavours. Among adults, the interest remained similar.

While vaping is less harmful than smoking and can be an effective quit aid for adult smokers, children and adult non-smokers should never vape.

(Source: Department of Health and Social Care, 8 October 2025)