The government has introduced a new £3 million ‘illicit vape enforcement’ squad in a crackdown on current loopholes in the law that allow firms to offer free vapes to children as part of their marketing strategy.
The plans to close the loophole were passed by prime minister Rishi Sunak today (30 May), in the wake of recent NHS figures which show that the number of 11 to 15-year-old children using e-cigarettes in 2021 has gone up to 9% – up from 6% in 2018.
While selling vapes to under-18s is currently illegal, a loophole in the law allows companies to offer samples of e-cigarettes to children, free of charge, as part of a marketing promotion.
“I think everyone agrees that marketing vaping, an addictive product, with … unknown consequences for developing minds, to children is utterly unacceptable,” said the government’s chief medical officer, professor Chris Whitty.
Prime minister Sunak acknowledged that some products are deliberately being marketed to attract children – including the promotion of cheaper and colourful products.
“Our new illicit vape enforcement squad – backed by £3 million – is on the case, but clearly there is more to do,” he said.
“The marketing and the illegal sales of vapes to children is completely unacceptable and I will do everything in my power to end this practice for good.”
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Alongside closing the loopholes on giving free vapes to children, the government is deliberating on introducing further fines to tackle the issue of underage vaping.
These new fines would work in addition to existing measures and would allow local trading standards officers greater freedoms in issuing on the spot fines for both illegal and underage sales of vape and tobacco products.
The plans have been welcomed by the UK Vaping Industry Association who claim to have called for such measures for more than a year.
UKVIA director general John Dunne said “The UKVIA fully supports the government’s actions to protect minors.”
“Too long some rogue firms have felt they had free reign to sell a product designed to help adult smokers quit, to youngsters because they realised that the chances of getting caught were slim at best.”
