Consultation response – Tobacco and vapes: packaging, appearance and display

Children in Scotland has welcomed a UK Government consultation on the packaging, appearance and display of tobacco and vaping products, calling for stronger measures to protect children and young people from products designed to appeal to them.

The organisation’s response is informed by the work of Changing our World, its advisory group for children and young people aged eight to 25, whose members have consistently raised concerns about the growing prevalence of vaping and its impact on health and wellbeing.

In its Manifesto for the 2026 elections, Children in Scotland called on the Scottish Government to “strengthen efforts to protect childhood health by addressing the commercial determinants that shape harmful consumption patterns, including marketing practices, pricing strategies, and the availability of health information.”

Vaping has been a major focus for Changing our World in recent years. In 2023, members explored the impact of vaping on children and young people and contributed to a Children in Scotland evidence paper on disposable vapes. They also met with the Minister for Public Health and Women’s Health, delivered a workshop at Children in Scotland’s annual conference alongside Fast Forward, and received a Children’s Health Award for their work.

Children in Scotland argues that the packaging, appearance and display of vaping products is fundamentally a children’s rights issue. These issues are linked to the rights of children to grow up in a healthy environment, access appropriate information, receive an education and be protected from harmful information.

The response explored several themes

Concerns over marketing and packaging

Children in Scotland supports proposals to restrict the packaging and marketing of vaping, e-cigarettes and nicotine products in order to reduce their appeal to children and young people.

Despite the legal age of sale being 18, the charity says vaping products are frequently designed, packaged and promoted in ways that attract younger audiences. Members of Changing our World highlighted the use of bright colours, eye-catching packaging and flavour names that resemble sweets and confectionery.

The group told Children in Scotland that flavours such as “fizz wizz”, “just juice” and “Bluey’s chews” are particularly attractive to young people because they sound like sweets rather than nicotine products.

One member said: “They have childish flavours and are always adding new ones which means young people try them and spend more money on them.”

Changing our World believes stronger legislation is needed to restrict the branding, marketing and packaging of vaping products and has called for regulations that align more closely with those governing cigarettes and tobacco products.

Social media and visibility

The group has also expressed concerns about the promotion of vaping products through social media and other online platforms.

Young people involved with Changing our World reported regularly encountering vape advertising online and called for tighter restrictions on digital marketing. They highlighted concerns that positive messaging about vaping across social media channels may influence how children and young people perceive these products.

As a result, the group has called for vaping products to be subject to the same visibility restrictions as tobacco products, ensuring they are covered and kept out of sight in retail settings.

Children in Scotland supports this approach and is urging policymakers to introduce stronger legislation to restrict the visibility of vape, e-cigarette and nicotine-containing products.

The appeal of vape devices

Changing our World members also highlighted concerns about the design of vaping devices themselves.

The group said that the wide variety of colours, flavours and technological features encourages some young people to seek out the latest designs, turning vaping products into collectable or fashion items.

Members described vapes as being viewed as “cool” and associated with social status, with some young people even wearing them around their necks as accessories.

The pressure this creates was highlighted by one young person, who said: “Vaping is the popular thing to do – you feel pressure to have a puff.”

In response, Children in Scotland is backing proposals to regulate the design and development of vaping products to make them less appealing to children and young people.

Clearer health information

Children in Scotland is also calling for clearer and more consistent health information on vaping products.

Drawing on Article 17 of the United Nations Convention on the Rights of the Child, the organisation says children and young people have a right to accurate information about health and wellbeing.

Members of Changing our World have consistently called for clearer information about the health impacts of vaping to be displayed on packaging.

Children in Scotland supports proposals for standardised nicotine and health warnings, suggesting that these should appear prominently on packaging or on devices themselves rather than relying solely on information leaflets.

Consumers should be provided with clear information about nicotine strength, ingredients, flavourings, age restrictions, expiry dates and potential health impacts.

While vaping is often presented as a less harmful alternative to smoking or as a smoking cessation aid, Children in Scotland says young people have reported confusion around these messages, particularly among those who do not smoke.

The organisation warns that some young people view vaping as a “healthy option”, despite ongoing uncertainty about the full long-term impacts of vaping on children and young people.

You can read our full response here.

For further information, please click here to contact Chris Ross, Participation and Policy Manager at Children in Scotland