Question to the Department of Health and Social Care:

To ask the Secretary of State for Health and Social Care, with reference to his Department's plans to introduce a prohibition on the advertising of vaping products and nicotine products, what other restrictions or alternatives to a blanket prohibition on advertising were assessed as options; and what comparative evidence was used in the decision to introduce a blanket prohibition.

Youth vaping has doubled in the past five years, and one in four 11 to 15-year-olds tried vaping in 2023. There has been a significant growth in the awareness of vaping promotion over recent years, with more than half of all children aged 11 to 17 years old, or 55%, being aware of promotion in shops, up from 37% in 2022.

Advertising of nicotine vapes is already restricted by United Kingdom regulations. This includes a ban on advertising on television and radio, and through internet advertising or commercial email. However, there are currently no restrictions on the advertising of non-nicotine vapes and other nicotine products such as pouches. There are also minimal restrictions on entering sponsorship agreements which promote these products, and we do not want children to be aware of these promotions which may make the products seem ‘cool’, for instance, if it appears on their favourite football team’s kit.

This is why the Tobacco and Vapes Bill will ban vapes and nicotine products from being deliberately advertised and promoted to children. This will stop the next generation from being hooked on nicotine. However, the bill will not stop public health authorities from undertaking necessary and important public health messaging or campaigns on vaping and smoking cessation.

The Government has published a comprehensive impact assessment on the Tobacco and Vapes Bill, including the proposed ban on advertising vaping and nicotine products. This assessment was reviewed in full by the Regulatory Policy Committee, which deemed it ‘fit for purpose’ in its published opinion on 5 November 2024. Paragraph 529 of the impact assessment details options that were previously considered but discounted. Our approach reflects evidence showing that comprehensive bans on tobacco advertising had a significant impact on reducing consumption, while partial bans had no significant effect. The World Health Organisation cites advertising bans as ‘one of the most effective ways to reduce tobacco consumption’ so they are also likely to be effective for vaping and nicotine products.

The Government will monitor the impact of this advertising and sponsorship ban following its implementation.