Exploring possible restrictions on the display and packaging of vapes and nicotine pouches, vape device appearance, and introduction of vape-free places in the UK

Background

In recent years, there has been a reduction in the number of people smoking in the UK. At the same time, there has been a rise in vaping and use of other nicotine products, such as nicotine pouches. These products can help adult smokers quit smoking, but they are also popular with young people. Vaping is already common among adolescents, and use of nicotine pouches is increasing quickly. The Tobacco and Vapes Bill gives UK governments new powers to regulate how vapes and nicotine products are packaged, displayed in shops, what they look like, and where they can be used. The goal is to reduce youth use without discouraging adult smokers from switching away from cigarettes.

Aims

This research aims to understand how these proposed regulations might affect both young people (aged 11–17) and adults who currently smoke, vape, or have quit. In particular, it looks at whether changes to packaging, shop displays, device appearance, and the introduction of vape-free places could shape people’s choices, views about harm, and quitting behaviour.

The study will examine several key issues. First, it will test how different types of packaging (for example, colours, warning labels, and flavour descriptions) affect whether adults choose vapes or nicotine pouches instead of cigarettes, and whether young people are more or less likely to be tempted by these products. Second, it will explore how hiding vapes and nicotine products from view in shops might change how easy people think they are to get, how harmful they seem, and how socially acceptable they are. Third, it will look at whether the appearance of vape devices themselves, such as their colour, changes how appealing or harmful they seem. Finally, it will explore views on vape-free places, including whether people support them.

Methods

To do this, the project will run two online surveys: one with 2,000 adolescents and one with 3,000 adult current or former nicotine users. The surveys will include choice exercises where participants are shown different versions of products and asked which they would choose. This allows researchers to see how specific features, like plain packaging or larger warnings, affect decisions. The surveys will also ask direct questions about opinions on shop displays, device design, and vape-free places.

The survey questions will be carefully developed with input from the public and tested in interviews to make sure people understand them as intended. The researchers will use standard statistical methods to analyse the results.

The study has some limits. Because participants are reacting to products and rules that do not currently exist, their responses may not fully reflect real-world behaviour, especially over the long term. Also, online survey panels may not perfectly represent all groups in the population. Despite this, the research will provide useful evidence to help shape future regulations under the Tobacco and Vapes Bill.