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The Evapo comprehensive strategy to address youth vaping and respond to proposed legislation

In the UK, where smoking claims 76,000 lives annually, Evapo has steadily gained recognition for its responsible approach in tackling smoking. Our mission is clear: support smokers in their transition to less harmful alternatives. Remarkably, 80% of our customers have reported quitting smoking through vaping, a method endorsed by the Office for Health Improvement and Disparities as 95% less harmful than traditional smoking. This success aligns with the UK's goal to become smokefree by 2030. However, Evapo recognizes the rising concern of youth vaping and is committed to addressing this head-on​​.

Our proposed solutions

Restrict youth-appealing marketing

Evapo proposes working with suppliers on removing youth-appealing flavour names, especially those resembling candy and desserts, from their products. This includes revising product packaging to eliminate child-appealing imagery.

Neutral colour options

Encourage suppliers to offer neutral colour options for disposable devices, lessening their potential appeal to underage users.

Robust age verification standards

Evapo already maintains strict age verification both in-store and online, including a 'think 25' policy and mystery shops its stores monthly to ensure compliance.

Licensing scheme for vaping products

Evapo suggests a licensing system akin to alcohol licences, limiting the sale of vaping products to licensed shops and specialised retailers. This system would include strict rules around age verification and product display, funded by the licensing fees to bolster enforcement and compliance.

Increased fines for non-compliance

We advocate for substantial fines, proposing £10,000 on-the-spot penalties for retailers caught selling to under 18s, a measure to deter illegal sales significantly.

Enforcement shortfalls and the need for government support

Recent data from Arcus Compliance has brought to light the worrying underfunding for the enforcement efforts of Trading Standards. In a span of three years, only two successful prosecutions have been made against illegal vape sellers in six major UK cities, with total fines amounting to less than £2,500. This starkly underlines the urgent necessity for enhanced Government backing to enable Trading Standards to more effectively combat these rogue traders who blatantly disregard the law. 

In our commitment to uphold legal standards, Evapo conducts rigorous monthly mystery shopping in all 47 of its stores, ensuring stringent compliance with age verification protocols. To amplify these efforts and curb underage vaping access, Evapo advocates for a licensing system paralleling alcohol sales. Integral to this proposal are substantial fines of £10,000 for violations, a strategic move aimed at deterring non-compliance and bolstering the enforcement of vaping product sales regulations.

Youth-appealing marketing

Evapo, in response to growing concerns about youth marketing for vapes - a topic that has garnered attention from both news outlets and governing bodies - has proposed several measures to mitigate the appeal of vaping products to underage users.

One of their key strategies involves working closely with suppliers to restrict potentially youth-appealing marketing. This includes the removal of flavour names that resemble candy and desserts, which might be particularly attractive to younger audiences.

Additionally, Evapo is advocating for changes in product packaging to eliminate imagery that might appeal to children. Alongside these initiatives, they are also encouraging suppliers to offer neutral colour options for disposable vaping devices. By offering less visually striking and less youth-oriented colour schemes, the aim is to reduce the attractiveness of these products to underage consumers. These measures reflect a growing awareness and responsibility within the industry to address the issue of youth vaping.

The dangers of vaping for teenagers and young people

Vaping offers a great way for smokers to quit the habit and improve their health, which is great news when you consider that the Office of Health Improvement and Disparities (OHID) have found vaping to be at least 95% less harmful than smoking.

To help smokers make the switch from cigarettes, vapes have been developed to offer an alternative nicotine source. However, because nicotine is a highly addictive substance, vapes should not be used by those who do not have a pre-established addiction to nicotine from smoking. Chief Medical Officer for England, Sir Chris Whitty has summed this up nicely, saying: “If you smoke, vaping is much safer; if you don’t smoke, don’t vape.”

Nicotine can affect the body in various ways, including increasing heart rate and the amount of oxygen your heart uses, elevating the levels of dopamine in your brain, and causing your body to release feel-good endorphins. You can find out more in our guide to ways nicotine affects the body.

It’s also worth bearing in mind that you don’t need to use a nicotine-containing vape every day to become addicted. It’s possible that addictions can be formed even through experimental use and teenagers and young people are prone to experimentation. In fact, the ASH Young People and Smoking factsheet 2024 states that about two thirds of smokers report that they first started smoking before the age of 18. The NHS reports that the nicotine is more risky for young people than for adults and that they are more susceptible to its addictive qualities.

These various factors are why vaping products are only available for sale to people over the age of 18.

Are children learning about vaping in school?

While vaping currently isn’t officially part of the school curriculum, this may be changing soon. The Government intends to include vaping in the Relationships, Sex and Health Education (RSHE) curriculum, which is currently being reviewed and could soon include more content around smoking and vaping. The Government will launch a public consultation on a revised version once it’s completed. In the meantime, they have published a number of resources for teachers that include references to vaping.

It’s possible that your children go to a school where these and other resources are being used. For example,  ASH have released guidance for developing school policies on vaping that offers useful information and tips for schools. However, at the moment, your child might be at a school where information about vaping isn’t yet commonly shared.

How to talk to your children about vaping

Whether your child is being taught about vaping at school or not, you may also want to speak to them about vaping yourself. It’s likely that your children will be exposed to vaping and smoking as they grow up and by having calm, open and honest conversations you can show your children that you’re a safe person for them to come to with questions.

Find the right moment to talk about vaping

Pick a moment when you aren’t feeling angry or frustrated and be sure that your child is feeling relaxed and safe. Broach the topic in a casual way and be sure not to rush to accusations or dire warnings.

Be calm and ask questions

A calm and curious attitude means that your children are much more likely to open up to you and will also be more likely to listen. Ask questions about what your child thinks about vaping and smoking and what their friends think.

Arm yourself with facts about vaping

By making sure that you know the latest research and facts, you can not only help yourself remain calmer, but you’ll be able to communicate more clearly with your children. Most young people want to be treated with respect and can often see through hyperbole. A few things that are worth knowing include:

  • Vaping is not a gateway to smoking, this is a myth that has been disproven. You can find out more in our article about e-cigarettes and smoking.
  • Although the numbers are rising, a relatively small number of young people are choosing to vape.
  • Nicotine is an addictive substance and it’s worth impressing on young people that even experimentation can lead to addiction. 
  • Illegal vapes can pose dangers to young people and vapers of all ages, because they aren’t regulated the same way that legal ones are.

How many children are actually vaping?

According to research from ASH, 7.6% of young people aged 11-17 reported currently using e-cigarettes. 3.9% said they were vaping less than once per week, while 3.6% said they were vaping more than once per week. While these may sound like relatively low numbers, it’s worth bearing in mind that e-cigarette use among this age range was 0.8% in 2013, 3.2% in 2021 and 7.6% in 2023. This shows a sharp increase and makes it clear that vaping is something that children are likely to be exposed to among their peers.

How old do you have to be to buy a vape?

In the UK, you have to be over 18 to legally buy a vape. This has been the case since 2015. It’s also against the law to buy vaping products for people who’re under the age of 18, these are called “proxy purchases” and you can face a fine for making them. At Evapo, we have a "Challenge 25" policy in our stores, which means that if we think you may look under the age of 25 we will ask for ID.

What age should you talk to your children about vaping?

While the legal age for vaping is 18, there’s a good chance your child will be curious about vaping much earlier than this. There’s no one right time to talk to children about vaping, but it’s a good idea to start younger than you might think. For example, the Government says that pupils in primary and secondary school are taught the facts about legal and illegal harmful substances and their risks, including smoking, alcohol and drugs.

This suggests that you might want to talk to your child while they are still in primary school, ensuring they’re well prepared for anything they might be exposed to as they start secondary school. With 9% of secondary school pupils currently (either regularly or occasionally) using e-cigarettes in 2021 according to the NHS, there’s a good chance your child will see peers vaping when they reach this age.

That being said, there is no definitive age at which you should start talking to your child about vaping, and it is best to use your own judgement and ask gentle questions to help you identify whether vaping is something they are yet aware of at all.

How can you tell if your child is vaping?

If you think your child is already experimenting with vaping, then you’ll want to talk to them about it as soon as possible. But how can you tell? Unlike smoking, vaping doesn’t leave a strong and distinctive smell behind, so you will need to look out for vaping devices of accessories instead. These include things like e-liquid bottles, disposable vape pods or vaping devices (these can be compact and look like a flash drive or marker pen).

How should I confront my child about vaping?

If you know that your child is vaping you may feel tempted to confront them, but this may actually push them away. Instead, it’s a good idea to talk to them calmly and openly while making sure that you’re up to date with the facts about vaping. You may be feeling emotional or worried, but using the tips for talking about vaping listed above are more likely to have a positive effect than having a confrontation. While it’s fine to show that you are concerned and to state your preference, it’s also a good idea to make it clear that you’re interested in their point of view and experiences.

Final thoughts 

The Evapo comprehensive strategy, rooted in responsible marketing, strict age verification, and legislative proposals, reflects a balanced approach to tackling youth vaping. These measures aim not only to protect the youth but also to preserve the availability of vaping products as a cessation tool for adult smokers looking to quit smoking. Our commitment to working alongside government and industry partners demonstrates their dedication to a smokefree future, balancing public health priorities with practical, enforceable solutions.

Sources

gov.uk 29/09/2022

NHS 22/11/23

ukvia.co.uk 2023

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