Plain Packaging May Help Tackle Teen Vaping
By Health Correspondent
Standardised vape packaging could help reduce vaping among teenagers without deterring adults, new research suggests.
The study, published in Lancet Regional Health, was carried out by researchers from Brighton and Sussex Medical School and Action on Smoking and Health (ASH). It looked at responses from 2,770 young people (aged 11–18) in Great Britain and 3,947 UK adults (18+), who were shown branded or plain vape pod packs.
Researchers found that 53% of young people thought their peers would be interested in branded vapes.
This fell to 38% with plain white packs featuring black text. Among adults, interest stayed about the same regardless of packaging.
Standardised packaging also didn’t change how harmful adults thought vapes were compared to cigarettes.
Lead author Dr Eve Taylor, from UCL, said: “Vape packaging and flavour regulations need to strike a delicate balance. They must aim to deter young people and people who do not smoke, while at the same time avoid discouraging people who smoke from using vaping to quit.
“Our findings, in line with past evidence, show that regulating vape packaging might be helpful by reducing vaping’s appeal to adolescents but not adults. This gets us close to striking that balance.”
Hazel Cheeseman, Chief Executive of ASH, added: “This is important research which illustrates how policymakers could better regulate vapes to protect children without damaging them as a quitting aid for smokers. Parliament must now get on and pass the Tobacco and Vapes Bill so detailed regulations can be laid without which it will be much more challenging to reduce teen vaping.”
The researchers used data from the 2024 ASH Youth Survey and a separate adult survey.
Participants were shown vape pod packs in different formats: branded, plain white with flavour names (like “Blue Razz Lemonade”), or plain white with simple names (like “Blueberry Raspberry Lemonade”). Some adults saw packs with flavour codes (e.g. “FR127”) instead.
Adults were asked which pack they’d be interested in trying. Young people were asked which ones they thought their peers would want to try.
Standardising flavour names made little difference overall, though flavour codes reduced interest slightly among adults who didn’t vape or smoke.
The study also noted that vape packaging is a key marketing tool, often using bright colours and cartoon imagery aimed at younger audiences.
ASH estimates 7% of 11–17-year-olds in Great Britain—around 400,000—currently vape, with 40% doing so daily.
The government’s Tobacco and Vapes Bill, now in the House of Lords, would give ministers new powers to regulate vape packaging, flavours, advertising, and displays.
Policymakers are being urged to pass the bill to help reduce youth vaping while preserving vaping’s role in helping smokers quit.
