Crackdown on vaping being targeted at children
Rishi Sunak has pledged to close a loophole allowing free vape samples to be given to children
Vape marketing which targets children and young people is going to be the focus of a new Government crackdown according to Prime Minister Rishi Sunak.
The government are also proposing to close a loophole that allows shops to give free samples of vapes to children in England.
The Government said that there will also be a review into banning shops selling “nicotine-free” vapes to under-18s.
There will also be a review of the rules on issuing fines to shops that illegally sell vapes to children, which the Government said could make it easier for local trading standards officials to issue on-the-spot fines and fixed penalty notices.
Ministers cited NHS figures from 2021 that showed that 9% of 11-15 year olds used e-cigarettes, up from 6% in 2018.
READ MORE: Number of children vaping rises 50% in a year
The move comes days after the Prime Minister used an appearance on ITV’s Good Morning Britain to express concern about his own daughters potentially being targeted by vape marketing.
The Prime Minister said he was “deeply concerned” about an increase in children vaping and was “shocked by reports of illicit vapes containing lead getting into the hands of schoolchildren”.
“Our new illicit vape enforcement squad – backed by £3 million – is on the case but clearly there is more to do.
“That is why I am taking further action today to clamp down on rogue firms who unlawfully target our children with these products.
“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.”
A 'very welcome step'
Chief Medical Officer Professor Sir Chris Whitty called the decision to close the loophole a “very welcome step”.
“Whilst vaping can be an effective quitting tool for smokers, it is important that non-smokers are not encouraged to start vaping,” he said.
“There has been a particularly worrying rise in the number of children using vapes, with companies clearly marketing these products at children using colours, flavours and cheap disposable options.
“We should continue to encourage smokers to swap to vaping as the lesser risk, whilst preventing the marketing and sale of vapes to children.”
Vaping education
The crackdown will also see the health risks of vaping included in Relationships, Sex and Health Education lessons, as part of the ongoing government review of the curriculum.
Dedicated police school liaison officers will also work to keep illegal vapes out of schools.
It follows the creation of the “illicit vapes enforcement squad” earlier this year.
Labour describe it as a 'baby step'
Wes Streeting, Labour’s shadow health secretary, called the announcement a “baby step”.
“We have to act now to stop a new generation of kids getting hooked on nicotine,” the Labour MP said.
“But the Conservatives voted down Labour’s plan to ban the marketing of vapes to children. This new announcement is a baby step when we need urgent action now.
Deborah Arnott, chief executive of the charity Action on Smoking and Health, said the proposals were welcome but were “not the tough action that’s needed”.
She said the announcement needed to be followed by “more detailed action”.
“The most important immediate step the Government could take now is to put a tax on the cheap disposables which are the vape of choice for children, as well as being bad for the environment,” she said.
Vaping industry agree with government proposals
Industry figures welcomed the Government proposals.
Gillian Golden, chief executive of the Independent British Vape Trade Association, said: “The loophole allowing free samples to be distributed regardless of consumer age is a gap that no self-respecting business should ever have considered exploiting.”
Joe Murillo, chief regulatory officer of Juul Labs, said: “Vapes have a role to play in helping adult smokers transition away from cigarettes, but more needs to be done to combat underage use of these products.
“We believe that Government, regulators, and industry can collectively take action to reduce the access and appeal of vaping to those underage, including by restricting the sale and marketing of vapes to this group.”