New vape packaging and display rules proposed

The UK Government, together with the devolved administrations in Scotland, Wales and Northern Ireland, has launched a consultation on proposals that could significantly change how vaping and nicotine products are packaged, named and displayed in retail premises.

The proposals form part of wider efforts to reduce the appeal of these products to children and young people, while maintaining access for adult consumers. If implemented, the changes could have practical implications for retailers, wholesalers, manufacturers and other businesses operating within the sector.

At a glance

A UK-wide 12-week consultation is now open and will close at 11:59pm on 2 October 2026. The proposals could introduce plainer packaging, simpler flavour names and tighter rules governing how vaping, nicotine and certain tobacco-related products are displayed in shops.

What is being proposed?

The consultation focuses on making vaping and nicotine products less visually appealing, particularly to children and young people. This includes proposals affecting product packaging, appearance, branding and retail displays.

If introduced, vaping and nicotine products could look significantly different on shop shelves. The proposals include standardised packaging, restrictions on bright colours and branding, limits on flavour names, and requirements for some products to be kept out of sight within retail premises.

Key proposals for businesses

The consultation includes a number of proposals that businesses should be aware of, including:

• Packaging may need to become plainer, with fewer colours, images and brand features.
• Flavour names may need to be simplified and made less likely to appeal to children.
• Vape devices may be limited to plain colours, such as white, black or grey.
• Retailers may need to change how vaping and nicotine products are displayed in store.
• Some tobacco-related products could also become subject to standardised packaging requirements.

Why does this matter?

For retailers, wholesalers and manufacturers, the proposals could result in practical changes to product ranges, store layouts, staff training and compliance procedures.

Although the rules have not yet been finalised, businesses may wish to begin reviewing how affected products are currently packaged, displayed and promoted. Early planning may help minimise disruption should the proposals become law.

Important dates

• 10 July 2026 – Consultation opened.
• 2 October 2026 – Deadline for consultation responses.
• 1 January 2027 – Smoke-free generation measures are expected to begin under the wider Tobacco and Vapes Act framework.
• 1 June 2027 – A wider advertising and sponsorship ban for vapes and nicotine products is expected to begin.

What should businesses do now?

During the consultation period, businesses should consider whether their packaging, flavour descriptions, product colours and in-store displays could be affected by the proposed changes.

It may also be worthwhile reviewing stock management processes, customer communications, staff guidance and wider compliance procedures to identify any changes that may be required if the proposals are implemented.

Have your say

Businesses and organisations that may be affected are encouraged to review the consultation and consider submitting a response before 2 October 2026. This includes retailers, manufacturers, wholesalers, licensing professionals, public health teams and other interested organisations.

The full consultation, Tobacco and Vapes: Packaging, Appearance and Display, is available from the Department of Health and Social Care.