Public health leaders: The UK’s crackdown on free e-cigarettes for children is too weak and too late

Today’s news, on June 1, reports that the UK government has stated it will close a loophole that allows retailers to provide free samples of e-cigarettes to children in England as part of efforts to combat youth vaping.

Currently, it is illegal to sell e-cigarettes to anyone under 18, which means some companies have been able to give free samples to children.

The government stated that its crackdown will include reviewing regulations regarding the sale of nicotine-free e-cigarettes, as well as fines for stores found selling illegal e-cigarettes to those under 18. It said schools will enhance education on e-cigarettes, and dedicated police liaison officers will be responsible for removing illegal e-cigarettes from schools.

Previously, the latest data from the NHS indicated that 9% of 11-15 year-olds used e-cigarettes in 2021, up from 6% in 2018. Although it is illegal to sell e-cigarettes to those under 18, the government noted that the recent increase in youth vaping—along with promotions of cheap and colorful products—suggests that companies are targeting children.

However, Deborah Arnott, CEO of the Action on Smoking and Health organization, stated that the government's proposals are merely "baby steps, not the strong action needed."

She said that government ministers could have banned free e-cigarettes for children by accepting amendments to the 2021 Health and Care Bill, which could also have prohibited branding on e-cigarettes that appeals to children. Instead, they voted against it.

"The implementation of these new measures will take months or even years," Arnott said. "The most important step the government can take immediately is to tax cheap disposable products, which are the preferred e-cigarettes for children and harmful to the environment. We called on the government to do this in the spring budget, but they ignored us again."

She emphasized that the most popular disposable e-cigarettes can be purchased for just £2.99, meaning that a £5 tax on each disposable e-cigarette would make them unaffordable for children, and the implementation could be much quicker than some bans on disposable e-cigarettes.

David Strain, chair of the BMA's scientific committee, also called for stricter legislation to prevent children from accessing e-cigarettes. "Plain packaging, health warnings on boxes, restrictions on available flavors, and banning stores from displaying e-cigarettes where children can see them all indicate the government's commitment to protecting young people and helping prevent them from developing an addiction to expensive e-cigarettes and potentially harmful habits," he said.

Greg Fell, vice-chair of the Association of Directors of Public Health, urged the government to apply the same logic to other industries targeting children through similar technologies, such as gambling and food.

He said: "We are particularly pleased that the Prime Minister has recognized that industries can wield power and influence through clever marketing techniques. However, it is regrettable that these techniques are not only used by the e-cigarette industry but also by a range of industries whose sole purpose is to sell harmful products—causing harm not only to individuals but also to their families and the wider community."

"As Mr. Sunak himself said, it is unacceptable for children and young people to be targeted. By enticing people from a young age, a vicious cycle is created where generations are exposed to harmful products, normalizing them."