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Kids Like E-cigarette Candy Flavours

UK Health experts warn young children about the attraction to vaping flavoured e-cigarettes. There are thousands of sweet and 'delicious' yummy flavours available for kids to try.

E-CIGARETTE FLAVOURS: There are over 8,000 different flavourings on the market.

Advertising popular electronic cigarette products could seriously attract minors to discover vaping. They include the popular bubble-gum and chocolate versions.

Kids Attracted to Yummy Vaping

Health experts at the University of Cambridge carried out the research.

Their study examined e-smoking among children and adolescents. They wanted to find out whether it could lead to long-term tobacco smoking abuse.

The results were somewhat unsurprising. It suggests school children expressed greater interest in buying and vaping confectionery-flavoured e-cigarettes than their peers. This was after shown candy-flavoured adverts to those who took part in the research.

UK Rules on Selling E-cigarette Products

Researchers at the Behaviour and Health Research Unit announced that children’s usage of electronic cigarettes jumped to 8% in 2014.

But, the laws seem to contradict the figures. In fact it is illegal to sell e-cigarettes and e-liquids to anyone under 18 years old in the United Kingdom.

They are quite expensive to buy when compared to regular tobacco cigarettes. The hope is that the cost will keep them out of the hands of small children.

The Department of Public Health and Primary Care at the University of Cambridge said: We are cautiously optimistic from our results. E-cigarette ads do not make tobacco smoking more attractive. But, have concerns that ads with flavours might appeal to school children. That could encourage them to try the products.”

8,000 Different Flavoured E-cigarettes

Most parents agree. Confectionery and liqueur-flavoured tobacco products were ‘heavily’ marketed towards young people in recent decades. The government imposed stiffer advertising regulations in 2009. But, e-cigarettes are currently marketed in 8,000 different flavours.

The Committee on Advertising Practice (CAP) put forward new rules and regulations. But, the proposals do not include specific prohibitions on any designated flavourings.

The study supports any moves for greater regulation of advertising for e-smokers’ products. They want future laws to regulate adverts which may appeal to the under-18s.

The director for health and wellbeing at Public Health England (PHE) replied. They announced they were ‘cautiously optimistic’ about the findings.

The standards covering e-cigarette advertising do not directly make tobacco smoking more attractive to children. They also announced that the UK has some of the strongest regulations on product advertising. These will be further tightened by new European regulations introduced from May 2016.

Responsible adverts and marketing need to recruit adults away from smoking. The UK has been effective in doing this. There is no evidence that advertising has encouraged a higher number of young people to indulge in regular vaping.

Note: Beginning in September 2020, the Football Association of Wales has decided to intorduce a phased ban smoking on the touchlines at children’s football matches.

EU E-cigarette Marketing Regulations

Further results from a recent study support the imminent changes. They come from European Union regulations on the marketing of e-cigarettes.

But, it raised questions about the need for further regulation. It concerns the content of products which may have excessive appeal to children.

Vaping Rules UK

Current policies on vaping restrictions and regulations vary by country. In fact, the United Kingdom does not issue a blanket ban on the use of electronic cigarettes, endorsing the use of vape pens instead.

They stated that more research is also needed. It should examine both the short and long-term impact of product advertising. This also includes the link between electronic cigarette use and tobacco smoking.

Updated: April 2017

New Tobacco and Related Products Regulations take effect from May 20th 2017. The law changes include:

  • All e-cigarettes and e-liquids must get registered with the Medicines and Healthcare products Regulatory Agency before they can get sold.
  • Refillable tanks for e-cigarettes must be no larger than 2 millilitres in capacity.
  • E-liquids cannot be sold in quantities which are greater than 10 millilitres.
  • An E-liquid must not exceed 20 mg/ml (unless registered as a medicine the strength of nicotine).
  • E-liquid packaging must be child-resistant and tamper evident.
  • Certain additives got banned (e.g. the stimulants caffeine and taurine or colourings).
  • There are also new labelling requirements.

Failing to comply could result in imprisonment of up to two years and an unlimited fine. These law changes apply to anyone who makes or sells e-cigarettes and e-liquids. That also includes those who sell online from their own website, via social media, or on auction sites.


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