Key Points
- The UK launched a 12-week consultation on vape packaging, appearance and display rules.
- Proposals include restrictions on colours, branding, imagery and flavour descriptions.
- Vape device appearance and retail displays could also face tighter controls.
- Health groups support the measures to reduce youth appeal.
- Industry groups warn about higher compliance costs.
- We Vape estimated the proposals could create more than £330 million in financial impact.
2Firsts
July 20, 2026
The UK government launched a nationwide consultation on July 10, 2026, covering tobacco and vape packaging, product appearance and retail displays as part of efforts to reduce the appeal of vaping products among children and young people.
The consultation, titled “Tobacco and vapes: packaging, appearance and display,” was launched under powers provided by the Tobacco and Vapes Act 2026 and will run for 12 weeks. The government said no immediate legal changes are being introduced at this stage, with regulations to be developed after reviewing consultation responses.
UK Proposes Standardised Vape Packaging Rules
The consultation proposes tighter controls on the appearance of vape and nicotine product packaging.
Measures under consideration include:
- restricting packaging colours;
- banning imagery on packaging;
- limiting branding and promotional elements;
- requiring standardized colours, fonts and formats for text and brand names.
The government is considering requiring vape and nicotine product packaging to use white colouring and limiting visual elements that could promote products.
The proposals would also restrict flavour descriptions that may appeal to minors, including names linked to sweets, desserts or alcoholic drinks.
Device Appearance and Retail Displays Also Targeted
The consultation also covers vape device design and retail presentation.
The government proposes:
- restricting device colours;
- banning decorative lights;
- limiting screen functions to safety information such as battery level;
- requiring vape products to be displayed out of sight in stores, similar to tobacco products.
The government said the measures are intended to reduce youth appeal while maintaining vaping’s role as a smoking alternative for adults.
Health Secretary James Murray said vaping can help adults quit smoking but should not be designed to attract children.
Health Groups Support Stronger Controls
Supporters argue that vape packaging, colours and marketing features can influence how young people perceive vaping products.
Action on Smoking and Health estimates that around one million 11- to 17-year-olds in Great Britain tried vaping in 2025, a figure cited by the government as part of the consultation background.
Public health organizations and child health groups have backed additional measures aimed at reducing youth access and appeal.
Industry Warns of Retail Costs and Potential Impact on Adult Smokers
Industry groups have raised concerns over the proposed changes.
Asian Trader reported that retailers and vape industry representatives warned that new requirements could create significant costs related to packaging changes, inventory transition, retail management and compliance.
Campaign group We Vape said the proposals could create more than £330 million in financial impact across retailers, wholesalers and manufacturers.
The Independent British Vape Trade Association (IBVTA) said the industry supports measures to make vaping less attractive and accessible to children but warned against excessive regulation that could weaken vaping’s role as a smoking cessation tool for adults.
UK Moves Toward Greater Vape Standardisation
The consultation forms part of broader UK efforts to tighten vape regulation.
The government has already introduced a ban on disposable vapes and plans further measures including a vaping products duty, restrictions on free distribution and future limits on vape advertising and sponsorship.
For the vaping industry, the consultation could affect more than packaging design. It may reshape brand identity, product presentation, flavour naming and retail sales models.
If implemented, the UK could become one of the major markets to introduce tobacco-style standardisation requirements for vape packaging and displays.
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Cover Image source: stephenmorgan
