Shops could be forced to hide vapes behind the counter like cigarettes
Vaping and nicotine products sold in the UK could be forced into plain white packaging under new proposals being consulted on by the Welsh Government and the governments of England, Scotland and Northern Ireland.
The plans would ban colourful branding and imagery on packaging and limit flavour names to single, recognised terms such as Apple, ending names such as Cosmic Fog or Cotton Candy.
Shops would also be restricted from displaying vaping products openly, with products required to be kept behind a sales counter in the same way tobacco products are currently handled.
Price lists would still be permitted and may include information on nicotine strength and ingredients.
The proposals come under the Tobacco and Vapes Act 2026 and are aimed at reducing youth vaping while allowing adults who want to quit smoking to continue using vaping products.
Welsh Government figures show more than a quarter of 11 to 16 year olds in Wales have tried a vape, with almost 7 per cent vaping weekly.
Among 16 year olds specifically, more than 45 per cent have tried a vape and 16 per cent vape weekly.
Deputy Minister for Preventative and Public Health Nerys Evans said the rise in children and young people trying and regularly using vapes in Wales was a real concern.
“They are being deliberately designed and marketed to appeal to children, with bright colours, cartoon branding and sweet sounding flavour names that have no place in products containing addictive nicotine,” she said.
“It is simply unacceptable.”
Evans said the proposals would strip away the gimmicks that make vaping attractive to young people.
“I urge everyone, the public, parents, health professionals, teachers, businesses, to have their say before October 2,” she said.
“Together, we can take a big step in protecting our children’s health.”
Chief Medical Officer for Wales Isabel Oliver said addiction was the leading health risk to children and young people from vaping and nicotine products.
“These proposals have the power to prevent future generations of young people from becoming addicted to vaping and nicotine products, which can have significant impacts on their health and wellbeing,” she said.
Wales has previously introduced laws restricting smoking in outdoor public spaces, including hospital grounds, school grounds and public playgrounds.
The consultation is open to the public, businesses, retailers and health professionals, and closes on October 2.
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