Crackdown on vape ads for children

A NEW Government crackdown on vape marketing will prevent the “unacceptable” targeting of children and young people, Rishi Sunak has said.

Ministers have pledged to close a loophole allowing retailers to give free samples of vapes to children in England, amid concerns over the proportion of children trying e-cigarettes.

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 UK Government said that there will also be a review into banning retailers 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.

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.”

Speaking to broadcasters on Tuesday morning at a lab in Kent, Mr Sunak said the Government would take “further action” to regulate the market and promotion of vapes if necessary.

Asked whether he would ban the marketing of vapes to children, he said: “They shouldn’t be targeting children, that’s illegal.

“If we need to take further action to do that, that’s what we will do.”