✨ AI Summary: The UK government's consultation on vape device design, vape flavour names, vape packaging and vape display closes at 11:59pm on 2 October 2026. This guide explains what's being proposed, including plain white packaging, restricted device colours and finishes, a change to how flavours can be named, and vapes moving behind the counter. It also covers where the consultation comes from and what happens once it closes.

The UK government is consulting on new rules for vape device design, vape flavour names, vape packaging and vape display. The consultation closes at 11:59pm on 2 October 2026. Responses submitted after this date will not be considered.

Here is a straightforward explanation of what is changing.

Where does this consultation come from?

This consultation sits under the Tobacco and Vapes Act, which received Royal Assent on 29 April 2026 and is now law.

The act was designed to create a "smoke-free generation" through the gradual raising of the tobacco age of sale. It also gives the UK government and devolved governments a range of new powers to regulate tobacco and vaping products more tightly.

Most of the act is not yet in force. Its powers, including those covering vape device design, vape packaging and vape display, are being brought into effect in stages rather than all at once. This consultation is part of that process.

Among those powers, the act allows the government to restrict how vapes and nicotine products are packaged, branded and displayed—the areas this consultation covers. It's one of several consultations expected to follow the act as these powers are put into practice.

Would vape device design change?

Yes. This is likely the change you will notice most once a device is actually in your hands. The packaging, flavour name and display changes below will be more noticeable while browsing online or in shops.

The proposal would restrict vape device design to:

• White, black or grey (one colour per vape device)
• Matt finish only, with no shade variation
• No cosmetic lighting (functional lights like charge indicators would still be allowed)
• Digital screens limited to safety and status information only—no visuals, artwork or games

The image below shows examples from the current IVG PRO range of vape device colours and designs next to an illustration of what they may look like under the current proposed changes (this image is for illustrative purposes only):

What's being proposed for vape packaging?

The proposal would require vape packaging, including devices, coils, mouthpieces and refill containers sold separately, to be plain white, with no imagery, logos or brand colours.

The image below shows examples of IVG PRO packaging as it currently looks, next to an illustration of what it could look like under the current proposed restrictions (this image is for illustrative purposes only):

What's happening with vape flavour names?

The proposal would restrict vape flavour names to a single, recognisable flavour. For example, "apple" or "strawberry". It would also remove:

• Combined or hyphenated vape flavour names (eg, "blueberry-apple")
• Concept or sensory vape flavour names (eg, "Unicorn Dream", "Mint Blast")
• Confectionery, dessert and drink-themed vape flavour names (eg, "Bubblegum", "Cheesecake", "Cola")

Would the vape display in your local shop be affected?

Yes. The proposal would move the vape display and nicotine product display in your local shop behind the counter, similar to how tobacco is currently handled.

Requested "can I see that one" moments would still be allowed, along with incidental display for things like restocking, pricing and staff training, but open shelf browsing and point-of-sale vape display would be restricted.

What's proposed, at a glance

Why is this being proposed?

The government's stated aim is reducing the appeal of vaping and nicotine products to children and young people, following evidence submitted through earlier calls for evidence on youth vaping.

What happens after the consultation closes?

Once the window ends on 2 October 2026:

• A government response is published, summarising what respondents said and confirming which proposals will move forward, in what form.
• Implementation notice periods kick in. If proposals go ahead, manufacturers and retailers would get a minimum notice period before the rules take effect, which is proposed at 12 months for vape packaging and vape device design changes, and six months for vape display changes. That clock starts once the detail of the final requirements is confirmed (either in the government response itself, or when regulations are formally presented to Parliament)—not necessarily from the date the response is published.
• This is part of a staged rollout. The government has said these proposals are intended to work alongside other measures, including the separate consultation on smoke-free and vape-free places. The full package of tobacco and vaping legislation is expected to be introduced in stages by 2029.
• More proposals could follow from a related call for evidence. Separately from this consultation, the government says it will build on responses to its recent call for evidence to develop further proposals, subject to their own analysis and consultation, covering:
  • A new licensing scheme for the retail sale of tobacco, vaping and nicotine products
  • A new product registration scheme
  • Potential further restrictions on heated tobacco devices and vapes
  • Potential further restrictions on the substances, ingredients, emissions, and levels of nicotine allowed in vaping and nicotine products

How can you respond?

The consultation is open to individuals, not just businesses or organisations. You can:

• Respond via the official online survey
• Answer as an individual sharing personal views and experience
• Skip sections that don't apply to you—this consultation covers tobacco, cigarette papers, heated tobacco devices and herbal smoking products, as well as vaping and nicotine products, so if you're only interested in vaping-related questions, you can skip the rest, including the optional impact assessment questions if you don't have evidence or data to add
• If you do answer any tobacco-related sections, note that England/Wales/Northern Ireland and Scotland have some separate questions there—this doesn't affect the vaping sections, which are UK-wide
• Upload supporting documents if you want to add detail

The sections that matter most if you vape

If you only care about vaping, these are the sections worth your time:

• About you covers general questions everyone answers, including how you're responding and whether you have any tobacco industry links
• Vaping and nicotine product packaging and flavour descriptors is the core section for you: packaging colour, imagery/branding restrictions, packaging shape and materials, the single lead flavour proposal, and restrictions on concept, sensory, confectionery and drink-themed flavour names
• Vape device appearance covers vape device design, colour, branding and imagery, digital screens, and whether vape devices should be allowed to imitate other products (eg, drink bottles, highlighters)
• Retail display of vaping and nicotine products across the UK is a single UK-wide section covering vape display, unlike tobacco display, which is split by nation

You can skip these sections entirely if vaping is your only interest

They cover tobacco, cigarette papers, heated tobacco devices and herbal smoking products, not vaping:

• Tobacco packaging
• Heated tobacco device appearance
• Retail display of tobacco products, cigarette papers, heated tobacco devices and herbal smoking products (both the England/Wales/Northern Ireland section and the separate Scotland section)
• Impact assessment: tobacco packaging

IVG's position

IVG is following this consultation closely as it develops, alongside other regulatory changes affecting the UK vaping market this year, including the introduction of the Vaping Products Duty and vaping duty stamps from 1 October 2026.

IVG supports responsible adult-only retailing and transparent supply chains. It also supports clear, informed decision-making for the adults who use its products.

Vaping products are intended only for adults. Vaping is not risk-free. People who do not smoke or vape should not start.

Nicotine is for 18+ only.

This guide provides general information and is not legal, tax or medical advice.