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ELFBAR UK calls for retail licensing alongside new vape restrictions

ELFBAR UK

ELFBAR UK is calling for retail licensing to accompany new vape restrictions, arguing for a regulatory approach that also addresses how vaping products are sold.

Photo by Leon Neal/Getty Images
Pooja Shrivastava
By Pooja ShrivastavaOct 21, 2026
Pooja Shrivastava
A passionate journalist with about a decade of experience, Pooja has developed a strong hold on the UK grocery retail sector. From exploring legislative changes, supply chain shifts, consumer buying habits, trends to retail crime, her work is driven by a deep belief in investigating, finding the truth and telling authentic unbiased stories. Be it convenience pathbreakers, wholesale trendsetters or Post Office Horizon scandal victims, Pooja has an equal flair for deciphering industries as well as human complexities. At Asian Trader, she aims to bridge the gap between policy, trade, and the shop floor, always keeping a finger on the pulse of what matters most to retailers.
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ELFBAR UK has called for a retail licensing system alongside new vape restrictions taking effect on Oct 29, warning that repeated breaches by rogue retailers undermine efforts to prevent underage sales and tackle illicit trade.

The soon to be coming into effect new restrictions will also apply to coupons and substantial discounts offered for promotional purposes.

These changes will affect how vaping and nicotine products can be sold and promoted in store, with fixed penalty notices applying to these and other offences.

Under the restrictions effective from Oct 29:

  • It will be an offence for retailers, including online retailers, to sell any vaping product or nicotine product to anyone under the age of 18
  • It will be an offence for anyone aged 18 or over to buy, or attempt to buy, a vaping product or a nicotine product on behalf of someone who is under the age of 18
  • It will be an offence to give away any vaping or nicotine product, or coupon, to a member of the public. This offence applies if the purpose is or effect will be to promote vaping or nicotine products.
  • It will also be an offence to sell vaping or nicotine products or coupons for these products at a substantial discount. This offence applies if the purpose is or effect will be to promote any of these products.

Eve Peters, Director of Government Affairs for ELFBAR in the UK: “The new UK-wide vape rules, including on age of sale and promotion, taking effect on 29 October, are welcome. But a retail licensing system should be brought forward to give regulators stronger tools to enforce them.

“While fixed penalty notices can be issued, retailers in England, Wales and Scotland can commit relevant offences on at least three occasions within two years before a ban on selling vaping and nicotine products can be imposed.

“When rogue retailers can repeatedly break the rules, it undermines efforts to prevent underage sales and tackle illicit trade.

“A retailer licensing scheme would give regulators oversight of who sells these products, set clear trading conditions, and enable earlier intervention without waiting for repeated offences.

“Any delay leaves a key enforcement gap unaddressed.”

illicit traderetail licensingretail licensing schemeunderage salesvaping productsnew vape restrictions

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