Action on Smoking and Health response: Ministers launch crackdown on vapes targeting kids

Hazel Cheeseman, Chief Executive of Action on Smoking and Health said:

“Protecting children from harmful vape marketing is the right thing to do. Attractive, colourful branding and images have driven the appeal of vapes to children leading to an increase in use. At the same time there is a careful balance to strike with regulations. While vapes are not harm free, they are significantly less harmful than smoking and vapes have helped millions of people successfully stop smoking in recent years.

“The task now is to thread the needle of making vaping less appealing to children without making it less effective for adults who want to quit smoking. Get that balance wrong, and we risk slowing progress against smoking, the leading cause of preventable death.

“It is also great news to see the loopholes around promotion of tobacco being closed. Tobacco remains the most lethal consumer product on the market and it should be regulated in line with these catastrophic harms.”

The consultation is available here.

Key stats on vaping (full data here)

• 19% of 11–17-year-olds have tried vaping, an estimated 1.1 million. This has been at a similar level since 2023. 
• 6% currently vape, an estimated 370k, with 2% vaping daily, an estimated 140k.
• Among 11-17-year olds who know what vapes are, 75% reported seeing vape promotion.
  • 55% in shops.
  • 29% online, of which mainly on TikTok (42%), YouTube (33%), and Instagram (30%)

For more information or to arrange interviews, please contact: press@ash.org.uk

Notes to editors:

• ASH adult survey conducted by YouGov. Total sample size was 13,259 adults. Fieldwork was undertaken between 18/02/2026 - 19/03/2026. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).
• ASH youth survey conducted by YouGov. Total sample size was 2,926 11-17 year olds. Fieldwork was undertaken between 03/04/2026 - 06/05/2026. The survey was carried out online. The figures have been weighted and are representative of all GB youth aged 11-17.
• Population counts use the proportions in the survey applied to adults or 11-17 year olds from the ONS Estimates of the population for the UK, England and Wales, Scotland and Northern Ireland mid-2024 dataset.