Companies will be banned from giving children free vapes to get them hooked, under a crackdown announced today.
While selling vaping devices to under-18s is illegal, ministers believe firms are exploiting a loophole which means they can offer free samples.
It is feared that once youngsters get a taste for the e-cigarettes - which health experts have said help addicted smokers quit their cancer-causing habit - they come back for more.
England’s Chief Medical Officer Professor Sir Chris Whitty said: “Whilst vaping can be an effective quitting tool for smokers, it is important that non-smokers are not encouraged to start vaping.
“There has been a particularly worrying rise in the number of children using vapes, with companies clearly marketing these products at children using colours, flavours and cheap disposable options.
“Closing the loophole that allows companies to give out free samples of vaping products to under-18s is a very welcome step in tackling some of the harms caused by the vaping industry.
“We should continue to encourage smokers to swap to vaping as the lesser risk, whilst preventing the marketing and sale of vapes to children.”
Latest NHS figures show 9% of 11 to 15 year olds used e-cigarettes in 2021 - up from 6% three years earlier.
A recent Action on Smoking and Health Smokefree GB Youth Survey found two out of five, 11 to 17 year olds said they smoked vapes “just to give it a try” and a fifth because “other people use them so I join in”.
The Department for Health said that while selling vapes to under-18s is illegal, “it is clear from this recent rise in teenage usage of vapes and the recent surge in the use and promotion of cheap, colourful products that businesses are targeting children”.
It also ordered a review into banning retailers selling “nicotine-free” vapes to under-18s and a separate review into rules on issuing fines to shops selling vapes to under-18s to make it easier for Trading Standards officers to hand out on-the-spot penalties.
Prime Minister Rishi Sunak said: “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 schoolchildren.
“Our new illicit vape enforcement squad – backed by £3million – is on the case, but clearly there is more to do.
“That is why I am taking further action today to clamp down on rogue firms who unlawfully target our children with these products.
“The marketing and the illegal sales of vapes to children is completely unacceptable and I will do everything in my power to end this practice for good.”
Health Minister Neil O’Brien said: “The shameful marketing of vaping products to children is leading to growing numbers trying e-cigarettes.
“Today we are therefore ramping up our efforts to stop kids getting hooked on vaping, including taking steps to crack down on companies handing out free vape samples to under-18s.”
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