Ahead of a potential government clampdown on vapes being promoted to children, tobacco firm BAT has launched a media campaign calling for new, tougher regulations to be introduced for the vaping industry.
The British company, which makes the Vuse vaping product, stated that it was taking the unprecedented step of going public with proposals that seek to limit vaping’s appeal and access to underage consumers, whilst reducing the environmental impact of single-use vapes.
The move will see BAT take out adverts in newspapers and billboards across the UK, ahead of the consultation on the Tobacco and Vapes Bill ending on 6 December. The company stated that the initiative was part of its determination to help the country realise its smoke-free ambitions from 2030.
In response to the government’s consultation, which began last month, BAT is calling for dessert and soft drink flavours to be banned from the vaping market, along with marketing slogans and imagery involving toys, cartoons, and sweets.
“Vaping is the key to unlocking the UK’s smoke-free target,” said Asli Ertonguc, BAT lead for the UK.
“As the largest manufacturer of vaping products in the UK, we are clear on our responsibilities and are urging the government to introduce more stringent vaping regulations. We believe that underage users should never vape, so we want confectionery, dessert and soft drink flavours to be banned and the introduction of a new regime for how and where vapes are sold.”
BAT noted that regulation to ensure that the right balance is struck between promoting harm reduction and diminishing the risk of unintended underage use offers the best chance of meeting the government’s smoke-free target. It claims that this approach recognises the role of flavours as an important driver of adoption for smokers seeking alternatives, while ensuring the removal of specific vapour product flavours that appeal uniquely to anyone underage.
Evidence submitted by ASH (Action on Smoking and Health) to the UK House of Commons’ Health & Social Care Committee in July of this year highlighted several studies that reported an association between quitting smoking successfully and using non-tobacco flavoured (e.g. fruit and menthol) e-liquids as opposed to tobacco flavoured or unflavoured e-liquids.
However, BAT argues that to truly restrict the use and appeal of vapes among the underage, a licensing and retail regime needs to be in place.
This would see those who sell vapes required to have a retail licence, similar to that in place with alcohol and cigarettes, and which would be revoked if a retailer were found to be selling to anyone underage.
In addition to tackling underage vaping, BAT wants vapes to be made more environmentally friendly, with it being mandatory for single-use vapes to have removable batteries that can be more easily recycled.
Finally, the firm suggests that products shipped to the UK should be subject to a mandatory testing programme to ensure products are compliant with UK regulations before they can be sold.
Ertonguc concluded: “We recognise that some want single-use vapes banned altogether, but we are concerned such a move would lead to unregulated sales, and less options for adult smokers looking to switch. Governments should wield their enforcement powers to help re-build confidence in vaping by ensuring adult consumers can buy legitimate products, and suitably penalising those who fail to comply.
“With the consultation period on the Tobacco and Vapes Bill about to close, we have a narrow window to get this right. And it begins with having honest conversations about the appropriate regulation that offers smokers wanting to switch the freedom to choose alternatives to cigarettes.”
NAM Implications:
- Key that vape suppliers remain on top of this…
- …especially given the logic of curtailing under-age appeal…
- …rather than rely on politicians to make workable moves.
