Britain to crack down on vape advertisement aimed at minors

LONDON

The UK is set to crackdown on vape marketing in response to growing concerns about the increasing number of minors experimenting with e-cigarettes.

The aim is to put an end to the "unacceptable" targeting of minors. The government plans to close a loophole that allows shops in England to provide free vape samples to children.

There will be a comprehensive review of regulations surrounding the sale of so-called "nicotine-free" products to those under the age of 18.

There will also be a reevaluation of regulations surrounding fines imposed on shops that illegally sell vapes to children.

The measures are part of the government's efforts to address the concerning trend of underage e-cigarette use and ensure the protection of children and young people from the potentially harmful effects of vaping.

"I am deeply concerned about the sharp rise in kids vaping and shocked by reports of illicit vapes containing lead getting into the hands of school children," Prime Minister Rishi Sunak said in a statement.

"Our new illicit vape enforcement squad – backed by £3 million ($3.7 million) – is on the case, but clearly there is more to do,” he said.

Meanwhile, the Labour Party has criticized the government's response, considering it only a small step forward, and has urged immediate and decisive measures to be taken.

Recent figures for 2021 indicate that 9% of 11- to 15-year-old children used e-cigarettes. That is up from 6% in 2018.