While it is illegal to sell e-cigarettes to under-18s, some experts suggest as many as 15% of 11- to 15-year-olds use vapes, with Rishi Sunak saying this week he was worried that his daughters could be “seduced” by a heavily fl avoured product often packaged in bright colours .
A government call for evidence on vaping and young people in England is due to end on 6 June, with action expected on measures to clamp down on illegal vape sales, as well as the marketing and placement of relatively cheap single-use vapes, the popularity of which has soared with younger people.
One government offi cial said the latter was a particular worry: “Some of the marketing and branding is pretty appalling – it can look like a sweet shop.”
Some health groups have wider concerns about the approach of the government, set out by the junior health minister Neil O’Brien in a speech last month , to encourage vape-use as a substitute for traditional tobacco products, with a planned “swap to stop” scheme off ering a million smokers in England a free vaping starter kit.
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