VPZ, a leading UK vape retailer, has accused the UK government of hypocrisy after images emerged of Deputy Prime Minister Angela Rayner vaping just as Labour is pushing ahead with tight restrictions on the vaping sector.
The retailer called the timing of the crackdown “a stark contradiction in government policy,” pointing out that “Angela Rayner herself has chosen vaping as an alternative to smoking, which we fully support,” while proposals risk “threaten[ing] to restrict access to these products for millions of adult smokers across the UK who are trying to quit.”
Labour’s Tobacco and Vapes Bill, currently progressing through Parliament, seeks to curb youth vaping by imposing restrictions on flavors, packaging, and marketing. But VPZ warns that the moves might backfire and make safer alternatives less appealing to adult smokers, which could undermine a decade of progress in reducing smoking rates and push ex-smokers back to cigarettes.
VPZ further cautioned that “heavy-handed restrictions could… fuel the growth of an unregulated black market,” threatening both public health gains and legitimate businesses.
While VPZ advocates for proportionate regulation—including stronger enforcement against underage sales and licensing for specialist vape retailers—it rejects sweeping controls that may “threaten to undo a decade of progress in harm reduction,” according to a press release.
Public health voices underscore these concerns. Action on Smoking and Health (ASH) has publicly backed the Tobacco and Vapes Bill’s goals to protect youth and establish a smoke-free future. In May 2025, ASH asserted that the public overwhelmingly supports tougher measures, with 81% in favor of banning disposable vapes and broad support for a phased “smoke‑free generation” strategy.
Caitlin Notley, an expert on addiction sciences, warned that conflating vaping with smoking in policy may send mixed messages. She highlighted the risk of banning products without supporting adult smokers’ transition away from combustible cigarettes and cautioned that “a ban may fuel black‑market sales, which is a real concern as we have no control over unregulated products.”
