Key Takeaways:

• London Trading Standards unveiled Say Something Save Someone, an online tool for anonymous reporting of underage vape sales.
• The initiative is backed by £3.3 million in new funding for enforcement and training, including 11 trainee officers.
• Nearly 120,000 vapes and 1.8 million illegal tobacco sticks were seized in London over the past year.

London Trading Standards has introduced a new online reporting tool that enables children and teenagers to anonymously report retailers suspected of illegally selling or distributing vapes. The initiative, Say Something Save Someone, was revealed during London Trading Standards Week and will send information directly to enforcement teams.

“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.

The launch includes £3.3 million in new funding aimed at boosting enforcement against illegal vape and tobacco sales across the city. The funds will be used for officer training, test purchasing, and additional resources, including 11 trainee officers currently undergoing specialized enforcement training funded by the Department of Health and Social Care. They are expected to complete their training by 2028.

Tracy Parr, programme director at the London Tobacco Alliance, welcomed the move. “This is a great innovation that will help drive forward efforts to reduce harm from the illegal trade,” she said, adding that investment in apprenticeships shows London’s commitment to building long-term enforcement capacity.

London has led the UK in fighting illegal vape sales by conducting more test purchases than any other region over the past two years. In the last 12 months, authorities confiscated 119,974 vapes and nearly 1.8 million sticks of illegal tobacco, which officials estimate have saved the equivalent of 68 years of life by preventing health problems.

Alongside enforcement, Trading Standards is expanding its Responsible Retailer Agreement, a voluntary pledge covering vapes and other age-restricted products. Retailers who participate commit to stricter compliance measures and receive access to free online training and best-practice resources.

“London’s determination to protect children and communities from illegal tobacco and vapes remains unwavering,” Patel said. “As we look to 2026 and beyond, our continued investment in apprentices and partnerships will be key to sustaining these vital efforts.”