It’s time for retailers to take responsibility for underage vaping

By Martin Cullip

Whether in supermarkets, corner shops or the increasing number of vape shops, vaping products have become a common sight on high streets. Last year, e-cigarette market revenue in the UK was just over $3.5 billion. That’s expected to grow to more than $4 billion in 2024. Consumer demand for tobacco harm reduction goods such as e-cigarettes, heated tobacco, and nicotine pouches shows no sign of slowing down. Along with this growth are concerns over an increase in the number of underage vapers, and some have even called for a complete ban on the products.

It is important to understand the benefits of vaping, especially considering that it’s recommended by the NHS as a safer alternative to smoking. Vaping can be a valuable tool for smokers looking to quit, and it is therefore essential that responsible small businesses are able to provide these products to their customers. For the consumer looking to quit or avoid relapsing to smoking tobacco — the ease and convenience of being able to get your hands on a new vape can be the difference between success and failure.

These products can also be a boon for store owners; vapes often have higher profit margins than traditional tobacco products which help small businesses increase their revenue. Selling vapes can also attract new customers who may not have otherwise visited the store. These new vaping customers are often very loyal to their preferred brand and will continue to purchase their products from the same retailer. This can lead to repeat business and a loyal customer base for corner shops and small businesses.

However, the rise in underage vaping is a serious issue, and it is the responsibility of small businesses to ensure they are taking steps to prevent underage sales. For individual businesses, failing to do so can result in reputational damage and legal consequences. For society, the rise in underage vaping is being seized on by anti-harm-reduction campaigners who want to ban vapes and similar products outright. This would remove a useful tool from the arsenal of those who are trying to improve their health and reduce their reliance on tobacco products. It is therefore vital for retailers to play their part in finding a balance between allowing adults to access these products and preventing underage sales.

There are several measures that small businesses can take to prevent underage sales of vapes. One of the most important is to implement strict age verification procedures. This could involve checking photo IDs or using age verification software provided by payment merchants to ensure that only legal customers are able to purchase vapes. By properly training employees on the importance of preventing underage sales and implementing these procedures, small businesses can help promote responsible vaping and protect themselves from legal repercussions.

In addition to age verification procedures, small businesses should also consider displaying age restrictions and warning signs in the store and on the products. This can remind customers of the legal age restrictions for purchasing vapes and serve as a deterrent to underage sales. Restricting product visibility, such as placing vapes and vape-related products behind the counter or in an area that is not easily accessible to minors, can also help prevent purchases by children.

The government has announced plans to spend £3 million on creating a new “illicit vapes enforcement squad” to enforce the sensible laws on sales of vaping products that are already in place. Retailers should treat this issue seriously and make every effort to ensure that these products do not end up in the hands of adolescents.

If vapes are going to continue to provide benefits to ex-smokers and retailers, then everybody needs to do their part. By properly balancing the potential benefits and risks of selling vapes and taking proactive steps to prevent underage sales, small businesses can help promote responsible vaping and boost their bottom line, whilst protecting themselves from legal and reputational risks.

Martin Cullip is an International Fellow at the Taxpayers Protection Alliance.