Updated 'WISE in 5' Briefing on Teenage Vaping: What’s Changed and What’s Ahead
By Lucy Adams and Catherine May.
Today, PolicyWISE publishes an updated WISE in 5 briefing to highlight the evolving landscape of teenage vaping policy across the UK and Ireland. Following our original publication in September last year, this update explores significant shifts in legislation and public health strategies as governments tackle the public health challenges posed by e-cigarettes.
Initially introduced as a smoking cessation aid, e-cigarettes have become a widely used alternative to smoking. Whilst they support smoke-free ambitions in Wales and England (2030) and Scotland (2034), emerging research signals risks associated with the normalisation of vaping among young people, such as smoking initiation and nicotine dependency. The lack of long-term health data on e-cigarette use, coupled with marketing tactics which particularly target young non-smokers, is also driving regulatory focus. Notably, disposable vapes are now banned or soon-to-be banned across UK nations.
A key finding from Action on Smoking and Health (ASH) Wales’ 2023 survey, the largest youth vaping survey conducted in the UK, reveals that 55% of 12,524 secondary-school respondents who vape are using unregulated, illicit products. These products often contain poisonous metals and high levels of nicotine. This underscores the need for policy responses.
Policy Changes Across Nations
England The former Westminster Government introduced the Tobacco and Vapes Bill in March 2024 as part of its October 2023 smokefree generation agenda. The bill proposes prohibiting free vape samples to minors and restricting sales of vape or nicotine products to anyone born on or after January 1, 2009. Additionally, it includes measures to regulate product flavours, packaging, and in-store displays to minimize youth appeal. The new UK government has committed to advancing these initiatives, with the Department of Education seeking to restrict youth access while endorsing e-cigarettes’ role in adult smoking cessation.
Scotland: In January 2024, new amendments to The Health (Tobacco, Nicotine etc. And Care) (Scotland) Act took effect, further restricting advertising, branding, free product distribution, and sponsorship of nicotine vapour products. Scottish government initiated the ‘Take Hold’ campaign for youth vaping in schools, and shared its resources with Northern Ireland and Wales.
Northern Ireland: Public health campaigns in schools are central to the Northern Ireland Executive’s approach. The Tobacco Control Strategy review in September 2023 recommended education resources for youth, which were delivered by the Public Health Agency in June 2024.
Ireland: Following consultations, Ireland’s cabinet approved a ban on disposable vapes, with legislation also restricting point-of-sale displays and advertising. Additionally, Ireland’s 2024 Public Health (Tobacco) (Amendment) Bill proposes raising the legal tobacco purchase age to 21, marking a European first, though this will not apply to non-tobacco nicotine products.
Overall, sale restrictions have increased across the UK in 2024 but the free distribution of nicotine products to under-18s loophole is not yet closed in 4 of the 5 nations. Alongside regulation, emphasis on increased education and awareness for students and their parents about teenage vaping is evident in some nations.
Five Take Aways for Future Policy Development
From our findings, five priorities stand out for policymakers across the UK and Ireland:
1. Need for continued, targeted research on the attraction of vaping to young people
Governments should commission more research focused on the attraction of vaping for young people and the behavioural changes needed to discourage them from experimenting.
2. Regulate advertising, especially on social media
The role of advertising should be considered, with a focus on social media which targets younger audience and those who don’t currently smoke.
3. Consider the role of e-cigarettes in tobacco harm reduction
New regulations must also consider the impact and unintended consequences for those that benefit from e-cigarettes as a means to reduce reliance on nicotine and tobacco cigarettes.
4. Facilitate cross-governmental learning
Collaborative learning and research between governments could enhance understanding of youth vaping trends and inform more effective interventions. The sharing of education campaign materials between Scotland, Wales and Northern Ireland is a good example of this.
5. Assess the impact of existing public health interventions
Policymakers are encouraged to examine how prior measures on smoking—such as public smoking bans, standardised packaging, and advertising restrictions—might further inform effective vaping regulations.
As the challenges surrounding vaping continue to develop, these recommendations outline a roadmap to mitigate public health risks and foster healthier outcomes across all nations.