London Trading Standards has launched a new online reporting tool, Say Something Save Someone, aimed at tackling underage vape sales by giving children and teenagers a safe and anonymous way to flag concerns about how vapes are being obtained in their communities.
The initiative, unveiled during London Trading Standards Week, allows pupils across London schools to share information on retailers suspected of illegally selling or even giving away vapes. Reports will be passed to enforcement teams to support safeguarding efforts.
“Protecting our children requires a united effort. Through Say Something Save Someone, we are harnessing the voices of young people to ensure we act swiftly against illegal vape sales,” said Nishi Patel, chair of London Trading Standards.
Backed by new funding
The launch comes alongside a £3.3 million investment to strengthen enforcement against illegal tobacco and vape sales across the capital. The funding supports officer training and extra resources for test purchasing, with 11 trainee officers currently undertaking specialist tobacco and vape enforcement training funded by the Department of Health and Social Care (DHSC). They are expected to qualify by 2028.
Tracy Parr, programme director at the London Tobacco Alliance, welcomed the move, calling the reporting tool “a great innovation” that will help drive forward efforts to reduce harm from the illegal trade.
“Our investment in apprenticeships demonstrates London’s commitment to building resilience within our profession and securing the future of Trading Standards in London. These apprentices represent the next generation of experts committed to protecting our communities from illegal tobacco and vape sales,” Parr added.
Crackdown on illicit sales
London has been at the forefront of enforcement in the sector, carrying out the highest number of vape test purchases nationally over the past two years. In the past year alone, 119,974 vapes have been seized, alongside almost 1.8 million sticks of illegal tobacco.
Authorities estimate that these actions have prevented significant health harms, with the removal of illicit cigarettes alone calculated as saving the equivalent of 68 years of life.
Responsible Retailer push
Trading Standards is also expanding its Responsible Retailer Agreement (RRA), a voluntary pledge covering vapes and other age-restricted products such as knives. Retailers who sign up commit to stronger safeguards on display, storage and compliance, with access to free online training and best practice resources.
“London’s determination to protect children and communities from illegal tobacco and vapes remains unwavering. As we look to 2026 and beyond, our continued investment in apprentices and partnerships will be key to sustaining these vital efforts,” concluded Patel.