Experimental vaping by children is on the rise, according to research by Action on Smoking & Health (ASH).
A survey carried out by YouGov on behalf of ASH found that the proportion of children who have experimented with vaping has increased from 7.7% last year to 11.6%.
The research found that nearly three quarters (73%) say their first vape was given them, mostly by a friend, but for children who currently vape, nearly three quarters (72%) say they usually buy their vapes, most commonly from a corner shop (26%).
According to the survey, children are most aware of vape promotion in shops which is also where exposure has grown most rapidly, up from 37% last year to 53% in 2023. Other sources of promotion are also up but less so, including online (24% to 32%), and buses (9% to 11%) while the change in awareness of promotion on billboards is not significant (12% to 14%).
Commenting on the findings, ASH chief executive Deborah Arnott said: “We need to stem the tide of child vape experimentation and the Government’s investment in a crackdown on illegal underage sales of vapes is a vital first step. But enforcement on its own won’t do the trick without tougher regulation to address the child friendly promotion of these cheap and attractive products. The ASH youth survey demonstrates the rapid growth of instore promotion of vapes, using brightly coloured pack displays, reminiscent of cigarette displays from yesteryear. The evidence is clear, government needs to take strong action to prevent the marketing of vapes to children.”
The Chartered Trading Standards Institute (CTSI) backed ASH’s call for stronger action.
Duncan Stephenson, policy and external affairs director at CTSI, said: “Trading Standards teams across the country have been working tirelessly to address issues around the supply and sale of vapes to people underage.
“These figures suggest that experimental uptake of vaping is on the rise. Enforcement activity from Trading Standards alone won’t mitigate the issue of the youth appeal of vapes. We are concerned about the intentional marketing and promotion to children, with bright colours and the placement of products next to sweets and confectionery.
“Vaping is a useful cessation tool for adult smokers, but tighter regulations around the packaging, placement and promotion of vapes may be necessary tools to help us clamp down on underage sales.”
The Association of Convenience Stores urged retailers to stay compliant on age-restricted sales.
ACS chief executive James Lowman said: “The vaping market has grown significantly in recent years, particularly for single use ‘disposable’ products. The vast majority of retailers selling these products are responsible, community retailers that have clear and robust age verification policies in place, but there remain some businesses that are falling short. We welcome tough enforcement against any retailer found to be selling vapes to people under 18.”
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