UK Researchers Call for Plain Vape Packaging to Reduce Teen Appeal Amid Tobacco Bill Debate

A series of studies by UCL and King's College London researchers reveal that plain packaging for vape products significantly reduces their appeal to children and teenagers without deterring adult users, particularly smokers who use vaping as a quitting tool. The research, involving over 2,700 youths and nearly 4,000 adults in the UK, found that 53% of young people were interested in trying vapes in usual branded packaging, which dropped to 38% with standardised plain packaging. Adult interest in vaping remained steady regardless of packaging style, and plain packaging did not alter adults' perceptions of vaping harm relative to cigarettes. Experts emphasize the importance of balancing regulations to discourage youth uptake while not discouraging adult smokers from switching to less harmful alternatives. The UK's upcoming Tobacco and Vapes Bill aims to regulate packaging, advertising, and flavors to protect children while supporting adult smoking cessation efforts. This research supports policies for standardised vape packaging as a means to reduce youth vaping rates without compromising adult smokers' efforts to quit.