UK Retailer VPZ Slams Government’s “Double Standards”: Deputy PM Vapes While Policy Pushes Against Harm Reduction

Key Points

• Trigger for Controversy: Deputy Prime Minister Angela Rayner was photographed vaping, sparking debate over contradictory government policies.
• Labour’s Proposal: Stricter controls on flavors, packaging, and marketing, aimed at tackling youth vaping.
• VPZ’s Position: Supports reasonable regulation and youth protection, but opposes “overly restrictive” measures.
• Risk Warning: Excessive restrictions could push adults back to cigarettes, hurt legitimate businesses, and expand the black market.
• Industry Impact: The UK’s vaping sector supports thousands of jobs and helps reduce the NHS burden of smoking-related illnesses.

2Firsts, August 27, 2025 —— According to Talking Retail, UK vape retailer VPZ this week openly criticized the government’s “double standards” on vaping. The controversy arose after media published photographs of Deputy Prime Minister Angela Rayner using a vape, even as the government pushes for tighter restrictions on the industry.

In its statement, VPZ pointed out that the photos published by The Sun highlight a clear contradiction in policy: “Angela Rayner herself has chosen vaping as an alternative to smoking, which we fully support. However, Labour’s proposals threaten to take away this important tool from millions of UK adults who are trying to quit.”

Labour’s proposed regulations include new restrictions on vape flavors, packaging, and marketing. While these measures are aimed at curbing youth vaping, VPZ argued that they risk going too far and could undermine the UK’s progress in reducing smoking rates.

VPZ warned that heavy-handed regulation would make vaping less attractive or accessible to adults, pushing many back to cigarettes — the very outcome the government claims it wants to avoid.

As one of the UK’s largest specialist vape retailers, VPZ reaffirmed its stance: supporting proportionate regulation such as stronger enforcement against underage sales, harsher penalties for violators, and a licensing scheme for specialist retailers. But it strongly opposed sweeping measures that could reverse a decade of harm reduction progress.

VPZ also emphasized that the UK’s vaping industry supports thousands of jobs in retail and manufacturing, while alleviating the NHS burden from smoking-related illnesses.

VPZ Operations Director Jamie Strachan stated: “The Deputy Prime Minister being pictured vaping clearly exposes the contradiction in the government’s stance. Senior figures can use vaping to reduce harm, while Labour’s proposals risk removing that choice from millions of adults.”

He added: “If vaping in its current form is good enough for Angela Rayner, it is good enough for millions of other adults trying to quit cigarettes. Restricting flavors, packaging, and availability will do little to solve youth access — but it will punish adults, stifle legitimate businesses, and fuel the black market.”

VPZ urged the government to adopt a balanced, evidence-based approach to regulation that protects young people while ensuring adults continue to have access to safe and compliant vape products to quit cigarettes for good.