Vaping products - tightening rules on advertising and promotion: consultation 2022

What are vaping products?

1. A vaping product is any device, or part of that device, which is intended to enable the inhalation of nicotine-containing vapour, or any device intended to resemble and be operated in the same way. Although most vapours do contain nicotine there are also non-nicotine vapours now on the market. All substances intended to be vaporised in these devices (and their containers) are also vaping products. Also, as discussed later in this consultation paper, there are risks associated with the inhalation of all vaping liquids due to the chemicals and toxins in them. Therefore, the proposed advertising restrictions would apply to electronic cigarettes and vapes of all types as well as liquids (nicotine and non-nicotine liquids), and component parts such as cartomisers, coils or tanks.

2. Invented in China in 2003, electronic cigarettes have fast evolved since they were introduced to the UK market in 2007, gaining popularity in the last decade^[4]. Initial products mimicked combustible cigarettes in shape and size, delivering vaporised nicotine in a similar way to their traditional counterpart. Products have become more sophisticated over the past decade or more and have become increasingly popular, creating a new industry.

3. These battery powered devices consist of an atomiser and container, such as a tank or cartridge containing liquid. When heated the liquid creates vapour which is inhaled in the same way as smoking a cigarette. The liquid contains propylene glycol and/or vegetable glycerine, food grade flavourings and nicotine (although as noted above some liquids are nicotine free).

4. While vaping products do not contain tobacco, which produces tar and carbon monoxide – two of the most harmful constituents in tobacco smoke – they do contain some of the harmful chemicals and toxicants found in combustible cigarettes. These include heavy metals like nickel and lead.

5. In addition, the flavourings used in liquids are certified as being safe for ingesting, not inhaling, and the products have not been in use long enough to know for sure about any long-term cumulative harms that could develop from their inhalation.^[5],[6],[7] It is for this reason that vapes should be seen as a method for stopping smoking rather than a lifestyle product.