The government has promised further consultation before implementing any restrictions on vape flavours proposed in the Tobacco and Vapes Bill.
Responding to a petition that garnered over 11,700 signatures, the Department of Health and Social Care (DHSC) acknowledged concerns that flavour restrictions could undermine smoking cessation efforts.
“In considering the specific restrictions we bring forward, we are keenly aware that vaping is rightly used by adults as a tool to quit smoking,” the DHSC stated in its official response on 9 April. "Vapes are less harmful than cigarettes, and vape flavours are an important consideration for adult smokers seeking to quit smoking."
The petition, launched by Greig Fowler, director of vape retailer VPZ, urged the government not to grant ministers powers to restrict vape flavours in the legislation, which was cleared by the House of Commons and is now under the consideration of the peers. VPZ has claimed such restrictions could potentially push up to 3 million ex-smokers back to cigarettes.
While confirming that the bill will include powers to limit flavours, the government stressed that any regulations would be “carefully considered and weighed against evidence” to avoid unintended consequences on adult smoking rates.
“That is why we will be consulting further on these measures as soon as possible after Royal Assent of the Tobacco and Vapes Bill,” the response stated, adding that any drafted regulations would be “subject to parliamentary debate and vote before becoming law.”
The government justified potential restrictions by citing concerns about youth vaping, which has more than doubled in the last five years. According to the response, one in four 11-15-year-olds tried vaping in 2023, with Action on Smoking and Health (ASH) data showing 59 per cent of current child vapers preferring fruit flavours.
“There is no reason that flavours like 'gummy bear' and 'cotton candy' should be available, flavours like these are not necessary for smoking cessation purposes and overtly appeal to children,” the government argued.
VPZ, which operates more than 180 stores across the UK, has voiced strong concerns through its ‘Vaping Saves Lives’ campaign, claiming that 93.1 per cent of their customers consider flavoured vapes effective or very effective in helping them quit smoking. The retailer has been particularly alarmed at the speed of the bill's progression and what it perceives as a lack of meaningful engagement with industry stakeholders.
“Flavours are not just a preference, but a lifeline for people who look to quit smoking,” Fowler has said at the launch of the campaign in January.
“These proposed restrictions threaten to erode the trust and progress the country has built in supporting smokers to quit as it is imperative that we focus on solutions that protect youth without depriving adults of the tools they need to live healthier lives.”
At 100,000 signatures, the petition will be considered for debate in parliament. The deadline is 7 September 2025.
