UK to Ban Enticing Vape Flavor Names

The government has opened a public consultation on a proposed ban that would prohibit vape manufacturers from using flavour descriptions that are deemed “enticing” or “attractive” to children. The consultation, launched last week, invites comments from consumers, industry groups, health experts and advocacy organisations on the wording, scope and enforcement of the new rules. The aim is to curb the influence of marketing that encourages young people to try vaping products.

Under the draft guidance, phrases such as “tropical mango” or “sweet vanilla” would be prohibited if they are likely to appeal to minors, and companies would be required to provide evidence that their advertising is not targeted at under‑age audiences. The proposal follows a surge in youth vaping cases and a growing body of research linking flavour marketing to increased initiation rates among adolescents. Vape producers have warned that the restrictions could stifle product innovation and argue that the industry already follows strict age‑verification protocols.

If the consultation is approved, the ban could come into effect within the next 12 months, with penalties for non‑compliance ranging from fines to product recalls. The government has said it will review the feedback received and work with stakeholders to refine the wording before finalising the legislation.