Proposed restrictions on the packaging, appearance and display of vaping products could cost retailers, wholesalers and manufacturers more than £330 million while delivering no proven social benefit, according to campaign group We Vape.
The warning follows the publication of the government's consultation on new rules for vaping products, which include introducing plain packaging, restricting device colours and flavour names, and requiring vaping products to be kept out of sight in stores.
Citing the Department of Health and Social Care's own impact assessment, We Vape said the proposals would result in an estimated £328 million in lost profits across retailers, wholesalers and manufacturers, alongside £2.8 million in one-off familiarisation costs for around 76,000 UK retailers that sell vaping products.
The campaign group also highlighted that the government's assessment does not calculate a Net Present Social Value – the standard measure used to assess whether a policy's benefits outweigh its costs – because of what officials described as "evidence limitations" relating to vaping.
We Vape criticised the level of funding earmarked for enforcement, noting that just £100,000 has been allocated across approximately 76,000 retail outlets, equivalent to around £1.32 per shop.
Mark Oates, founder of We Vape, said: "This is the worst of both worlds. The government is hitting retailers with a £330 million cost while setting aside just £100,000 for enforcement – only £1.32 per shop. They cannot even say if the policy will deliver any benefit to society.
"That is not evidence-based policymaking. Restricted flavours and plain packaging risk reducing awareness of the products that help adult smokers switch, while high taxes are already driving people towards the black market and illicit cigarettes."
Oates argued that enforcement of existing age restrictions should be the priority.
"Children are already protected by the under-18 sales ban. The real issue is enforcement. Therefore, Trading Standards needs proper resources to tackle illegal sales, not new burdens on legitimate shops," he said.
The campaign also pointed to the impact assessment's acknowledgement that its projected 1.9 per cent reduction in vaping was based on evidence from the UK's 2015 standardised cigarette packaging regulations rather than vape-specific research. The assessment further states there is "very little evidence" on interventions targeting the appearance of vaping devices and notes that the UK would be among the first countries to introduce such measures.
The proposals form part of the secondary legislation expected under the Tobacco and Vapes Bill, which would give ministers powers to regulate the packaging, appearance and display of all nicotine products. The public consultation on the proposals closes on 2 October.