Skip to content
vape.blog
Industry news
By DiploPublished Checked

UKVIA launches a vaping campaign as packaging consultation stays open

The industry association’s new campaign challenges parts of the government’s approach. Packaging and display proposals remain open for consultation until 2 October.

Location:
United Kingdom
Reporting source:
UKVIA and the Department of Health and Social Care
A document with a UK map beside an unbranded pod device and two speech-bubble shapes.
Editorial illustration.

Key takeaways

  • UKVIA launched its ten-point campaign on 3 September 2026; it is the trade association’s policy position.
  • The government consultation closes at 11.59pm on 2 October 2026.
  • The consultation addresses packaging, flavour descriptions, device appearance and retail displays; nicotine limits and ingredients are outside this exercise.
  • Proposed packaging measures should not be described as rules already in force.

The UK Vaping Industry Association launched its Enough is Enough campaign on 3 September 2026, setting out ten requests for government under the name Fair Deal for Vaping.

The announcement comes while a UK-wide consultation on tobacco and vape packaging, device appearance and shop displays remains open. Its deadline is 11.59pm on 2 October 2026. The campaign and consultation are different things: one presents the trade association’s position; the other asks for views on government proposals.

What the association is asking for

UKVIA’s campaign statement brings together several arguments that matter to adult readers:

  • Information and presentation. It wants public information about smoking and vaping, continued factual communication with adults, and action against child-oriented branding without removing all branding.
  • Retail standards. It calls for faster development of retail licensing and stronger sanctions against businesses repeatedly selling illicit products or selling to children.
  • Choice and cost. It argues for protecting adult flavour choice and reviewing Vaping Products Duty’s effect on affordability. It also wants continued access to supported switching initiatives.

UKVIA represents vaping businesses, so these are proposals from an organisation with a commercial interest in the outcome. Its warnings about possible smoking relapse, illicit trade and pressure on responsible retailers are arguments for its preferred policy approach. The campaign announcement does not establish that those outcomes will occur.

What government is consulting on

The official consultation proposes white packaging for vaping products, restrictions on flavour descriptions, limits on device appearance and changes to retail displays. Government presents these measures as a way to reduce children’s interest in the products while retaining a distinction between vaping and tobacco.

Flavour descriptions and flavour ingredients are separate policy questions. This consultation considers the words used on packaging; it excludes decisions on nicotine limits and ingredients. Reporting it simply as a ban on flavours would erase that distinction.

The Tobacco and Vapes Act became law on 29 April 2026, providing powers for further regulation. That does not mean every packaging proposal in this consultation is already a rule businesses must follow.

How to read the next announcement

Look for three details before treating a policy headline as an immediate change: the exact product or activity covered, whether the measure is a proposal or a completed rule, and its commencement date. A campaign launch, consultation deadline and start date do different jobs.

For the present consultation, the next formal step is a government response after the consultation closes. The official page contains the proposals, questions and response route. Readers can use it to examine the detail without relying on either a campaign summary or a headline.

Sources and editorial information

Source: Planet of the Vapes, Enough is Enough. Adapted and updated for Vape Blog.

Original source published .