The UK Government has announced plans for a nationwide licensing scheme that would make it illegal for shops to sell vapes, tobacco, or nicotine products without official approval — a move designed to “root out rogue traders” and curb youth access.
The proposal forms part of the government’s wider “Plan for Change” under the Tobacco and Vapes Bill.
While the goal is to protect children and ensure responsible retailing, the vaping industry is watching closely — with many warning that tighter rules could backfire if adult smokers lose access to legitimate, safer alternatives.
Licensing: Closing the Gap in Vape Retail Law
At present, any business can sell vapes — no special permit required. That legal loophole has allowed a small number of irresponsible sellers to push cheap, brightly coloured devices next to sweets and toys, often without proper age checks.
The government’s new proposal would change that by requiring a formal retail licence to sell:
•Vapes and e-liquids
•Tobacco products
•Nicotine pouches and related devices
Health Minister Stephen Kinnock said the move would “close a major gap in the law” and give enforcement teams the power to shut down rogue operators for good.
Retailers caught breaking the rules could face unlimited fines or on-the-spot penalties up to £2,500.
“Our new proposals will better protect children by rooting out the rogue retailers blighting our high streets and help adults know which shops are selling legitimate products.”
— Stephen Kinnock, Health Minister
What the Government Wants Evidence On
The call for evidence goes beyond licensing — it seeks expert opinions from retailers, manufacturers, health professionals, academics and the public on several key areas:
Flavours and Ingredients
•Which substances should be allowed in e-liquids and nicotine products?
•How can risks from emissions be reduced?
•Where have flavour controls worked — or failed — elsewhere?
Nicotine Strength
•How can we ensure products don’t deliver dangerously high doses?
•What’s the right balance between safety and effectiveness for smokers looking to quit?
Design and Appearance
•Should there be restrictions on size, shape or features like digital screens?
•Should devices resembling stationery or toys be banned?
Industry Compliance and Product Registration
•Proposes a national product registration system for every vape and nicotine product sold in the UK.
•Aims to stop unsafe or misleading products reaching the market and build consumer confidence.
Public Health Reactions
Action on Smoking and Health (ASH) has welcomed the proposals, calling the Bill “a world-leading piece of legislation with the potential to dramatically change how tobacco and vapes are sold.”
ASH Chief Executive Hazel Cheeseman stressed the importance of grounding any regulation in real evidence:
“Ensuring the regulations are shaped by the best available evidence is vital to ensure the bill has its intended impact.” — Hazel Cheeseman, ASH
ASH also pointed to research from King’s College London and University College London showing that branded vape packaging increases youth appeal — 53% of 11–18-year-olds were interested in trying branded vapes versus 38% for plain packaging — but adult interest remained unchanged.
That data could influence how packaging rules evolve, although it reignites the ongoing debate over whether plain packaging helps or simply confuses adult smokers seeking trusted products.
Retailers and Industry: Fair Crackdown or Overreach?
For legitimate vape retailers, the idea of licensing isn’t entirely new — many have long called for stronger enforcement against illegal sellers who flood the market with counterfeit and untested products.
A licensing scheme could finally level the playing field.
However, there are clear concerns:
•Licensing fees and red tape could hurt small independent vape shops already struggling post-pandemic.
•Unclear rules on flavour restrictions might disrupt businesses that help adult smokers quit.
•Heavy-handed enforcement risks pushing consumers towards the black market — where products are completely unregulated.
If the scheme is well-designed, it could strike the right balance — protecting children without punishing responsible traders.
But if it becomes overly bureaucratic or politically driven, it could threaten one of the UK’s most successful harm reduction tools.
Why This Matters for Vapers and Ex-Smokers
Vaping remains the UK’s most effective quit aid. Public Health England’s research repeatedly shows it’s at least 95% less harmful than smoking and doubles the chances of quitting successfully compared to nicotine replacement therapy.
So any change to access, flavours or retail structure directly affects millions of adult vapers who no longer smoke — and the smokers still trying to switch.
The key question now is whether this “licensing crackdown” will strengthen trust in legitimate vaping, or make it harder for smokers to access products that save lives.
Have Your Say
The government’s call for evidence is open to everyone — from vape retailers and manufacturers to public health experts and consumers.
Submissions will help shape how the final Tobacco and Vapes Bill is implemented. You can submit you response here.
Responses can address issues like:
•How licensing could be enforced fairly
•What flavours or strengths should remain available for adults
•How to protect children without undermining harm reduction
As the consultation unfolds, one thing is clear: the future of UK vaping is being written right now — and the industry’s voice must be part of it.