Point of Sales Restrictions for Young People: A Step to Curb Youth Vaping?

In recent years, the sale and display of vaping products alongside confectionery have become a growing trend in the UK. This marketing strategy can be observed in numerous retail outlets and raises important questions about the marketing practices and regulatory implications of selling vaping products in such a manner.

The visual allure of brightly coloured sweets, coupled with the convenience of purchasing vaping products in the same location, may have significant implications for consumer behaviour, particularly among young people.

As can be seen in the image above, cheap nicotine vape liquids are prominently displayed at checkout counters in mainstream supermarkets in the UK. This high-visibility placement, at eye level, starkly contrasts with regulations that prohibit the placement of sweets at checkout counters to avoid tempting children. This discrepancy highlights a significant gap in the enforcement of point-of-sale restrictions aimed at protecting young people from nicotine dependency.

The UK government has introduced similar restrictions for products high in fat, sugar, or salt (HFSS). These regulations restrict the promotion of HFSS products by location and by volume price to reduce impulse purchases and overconsumption, particularly among children. Similar enforcement for vaping products could significantly curb youth access and temptation.

While there have been discussions about banning disposable vapes or certain flavours to deter youth vaping, these measures are not as effective as improving point-of-sale restrictions. Banning flavours may inadvertently drive young users towards more harmful traditional cigarettes or create a black market for these products. Instead, a more practical and straightforward solution is to control the visibility and accessibility of these products in retail environments.

Regulators should enforce point-of-sale restrictions, ensuring that all vaping products are placed behind counters, out of direct sight, similar to tobacco products. This approach would significantly reduce the likelihood of children and teenagers being exposed to or tempted by these products.

Strengthening enforcement mechanisms and holding retailers accountable through licensing can help mitigate the risk of youth exposure to vaping products. The longer these lenient sales practices are allowed to continue, the more young people will fall prey to nicotine dependency.

It is not complicated to enforce these changes. Regulators must prioritise the health of young people by ensuring that e-cigarette sales practices align with the stringent controls applied to tobacco products.

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