UK governments launch joint consultation on vape packaging and displays

The UK government and devolved administrations (Scotland & Wales) have opened a coordinated consultation on new rules for the packaging, device appearance and retail display of vapes and some tobacco products, signalling a four‑nation effort to curb youth vaping and reduce the appeal of nicotine products. Although the proposals sit alongside the recently enacted Tobacco and Vapes Act, they are not explicitly part of that legislation; instead, they represent a connected regulatory push aimed at tightening controls on how these products look and are presented to consumers.

The consultation, published simultaneously by the UK, Scottish and Welsh governments, sets out plans for plain packaging for vapes, restrictions on flavour names, limits on device colours, and requirements to keep products out of sight in shops. Ministers say the measures are designed to address evidence that colourful branding, child‑appealing flavours and prominent displays are driving increased experimentation among young people.

Across the UK, governments are seeking views on standardising packaging for vaping and nicotine products, regulating the appearance of heated tobacco devices, and restricting where these products can be displayed. The Department of Health and Social Care’s consultation outlines proposals covering packaging for certain tobacco products, cigarette papers, herbal smoking products, heated tobacco devices and vapes, developed jointly with Scotland, Wales and Northern Ireland.

In Scotland, ministers have emphasised the need to strip back “colourful, enticing branding” that appeals to children, building on earlier action such as the ban on single‑use vapes. Public Health Minister Maree Todd said the rise in youth vaping—almost one in five children having tried vapes—demands stronger regulation of how products are marketed and displayed.

Wales has similarly launched its own consultation, aligning with the UK‑wide effort to regulate packaging, device appearance and display of vapes and some tobacco products. The Welsh Government’s statement highlights concerns about youth vaping and the need for consistent regulation across the four nations.

The UK Government’s press release underscores that the crackdown is aimed at preventing vapes from being marketed to children, with proposals including plain white packaging, restrictions on imagery and branding, and limiting device colours to white, black or grey. Ministers also propose extending standardised packaging rules to all tobacco products, including cigars and cigarette papers, and removing tobacco displays in duty‑free settings.

While these consultations are closely connected to the Tobacco and Vapes Act—passed earlier this year to create the UK’s first smoke‑free generation—they are not explicitly part of the Act itself. Instead, they represent the next phase of regulatory action enabled by the Act’s strengthened powers, focusing on product presentation and visibility rather than sales restrictions. The four‑nation approach signals a coordinated public health strategy to reduce the appeal, accessibility and normalisation of vaping and tobacco products among children and young people.