An undercover investigation by Which? has uncovered widespread failures in age verification on the high street, with vape retailers among those found selling nicotine products illegally to underage customers.
The consumer group sent teenagers aged 14 to 17 into shops equipped with hidden cameras, discovering that five out of eight retailers visited sold nicotine vapes without proper ID checks. In several cases, staff either failed to request identification altogether or proceeded with the sale despite being told no ID was available.
One of the vape shops later told Which? that it takes the issue of underage sales “extremely seriously” and that its staff are instructed to request valid ID from customers who appear under 18. The shop added that it's taking steps to reinforce its procedures, including retraining staff and ensuring stricter ID checks are applied.
Other shops did not respond to requests for comment, Which? said.
The findings come amid growing concern over the capacity of local enforcement bodies. Trading Standards teams, responsible for policing underage sales, have seen significant resource constraints in recent years, leading to fewer inspections and prosecutions. One in five teams reported no criminal prosecutions in 2023–24, according to the report.
Chartered Trading Standards Institute (CTSI) said the investigation reinforces longstanding warnings about the fragility of the current enforcement system. The organisation noted that only around 2,500 officers are tasked with enforcing around 300 pieces of legislation nationwide, creating risks for both consumers and compliant businesses.
CTSI pointed to recent Department of Health and Social Care funding, which enabled the seizure of around 150,000 illegal vapes in just three months, as evidence that targeted investment can deliver results. However, it warned that broader and sustained funding is needed, particularly as new measures under the forthcoming Tobacco and Vapes Bill expand enforcement responsibilities.
“With Local Government Reorganisation and Devolution underway across England, it is the time to act to promote, protect and invest in what matters: a local service that delivers for the consumer, the honest business, the economy and public health across the UK,” CTSI chief executive, John Herriman, said.
“Without adequate investment in Trading Standards, we will continue to see unsafe, dangerous goods flooding the market, short measures of goods, unsafe food, disease outbreaks affecting both livestock and pets, a rise in doorstep crime, scams and fraud and many more.”
The UK vaping industry has reiterated its support for stronger enforcement and retailer accountability following the investigation.
Responding to the report, Independent British Vape Trade Association (IBVTA) said it supports robust enforcement to ensure a level playing field. Chief executive Gillian Golden emphasised that responsible retailers and legitimate businesses depend on effective regulation to prevent illegal activity and protect public health.
“Local authorities have seen successive funding cuts from central government alongside significant rising financial pressures. The IBVTA applauds the work by trading standards teams across the country to level the playing field for legitimate businesses and make sure that all age restricted products are sold responsibly,” she said.
“We also support the measures in the Tobacco and Vapes Bill which will introduce a licensing scheme for retailers and allow local authorities in England and Wales to retain proceeds from licensing and age of sale offences, for enforcement purposes.”
Which? is calling for a major overhaul of the consumer enforcement system, including better coordination between national and local agencies and improved use of intelligence to target non-compliant businesses.