The UK government has launched a nationwide consultation on new rules aimed at making vaping less attractive to children, including requiring plain white packaging for vape products and limiting the use of colourful branding, sweet-themed flavour names and eye-catching displays in shops.

Under the proposals, vape packaging would have to be white with strict limits on logos, images and text colours, while devices themselves could only be sold in white, black or grey. Flavour names would also be restricted to simple descriptions, such as “apple”, with names inspired by sweets, desserts or alcoholic drinks banned.

The government also plans to keep vapes out of sight in shops by introducing display restrictions similar to those already applied to tobacco products.

Health Secretary James Murray said the measures are designed to reduce the appeal of nicotine products to children while preserving vaping as a tool to help adult smokers quit. The proposals follow evidence showing that around one million 11- to 17-year-olds in Great Britain had tried vaping in 2025.

The consultation also proposes extending plain packaging to all tobacco products, including cigars, cigarette papers and heated tobacco products, adding quit-smoking messages inside tobacco packs and removing tobacco displays from duty-free shops and airports.

The measures build on the Tobacco and Vapes Act 2026, which aims to create the UK’s first smoke-free generation. Other upcoming changes include a new tax on vaping products from 1 October 2026, a ban on vape vending machines and free samples from 29 October 2026, and a ban on vape advertising and sponsorship from 1 June 2027.

The 12-week consultation is now open, and no legal changes will take effect until responses have been reviewed and regulations are finalized.