Vape sales in 2025: UK rules for shops, brands, influencers

Since June 2025, UK vaping laws have changed dramatically. Disposables are banned. Advertising rules are stricter than ever. And retailers — from local shops to social media creators — now face steeper fines for breaking the rules. Whether you’re a seller, influencer or brand, here’s what you can and can’t do under the updated laws.

What changed in 2025?

• Disposables banned: single-use vapes are now illegal to sell or import across the UK.
• Stricter ad rules: vape promotions can’t target under-18s or appear on platforms likely used by minors (like TikTok, Snapchat).
• Point-of-sale enforcement: shops must display clear age-restriction signage and use ID verification systems.
• Packaging reforms: colourful, toy-like or cartoon-themed packaging is banned under new plain-packaging standards.

Who these laws apply to

It’s not just shops and big brands — these rules affect:

• Local vape stores and kiosks
• Online sellers and dropshippers
• Influencers, streamers and content creators promoting vape brands
• Importers, distributors and e-liquid makers

If you’re involved in any vape-related commerce — even as a micro-influencer — these rules matter.

What you must do to stay compliant

1. Verify age: use robust Challenge 25 policies in-store and digital age gates online.
2. Audit your marketing: ensure visuals don’t include youth themes, slang, or viral trends that appeal to teens.
3. Ditch the disposables: even old stock must be removed. Selling banned stock can lead to seizure and fines up to £10,000.
4. Stay off TikTok: any vape-related content targeting UK users risks takedowns or regulatory penalties.
5. Use neutral branding: avoid bubble-gum fonts, neon cartoonish labels or packaging that mimics sweets.

What you absolutely can’t do

• Sell to under-18s: mandatory ID check required — ignorance isn’t a defence.
• Promote through influencers under 25: seen as encouraging youth use, even if the follower base is adult.
• Offer rewards for vape reviews: especially if posted on TikTok, Instagram Reels or YouTube Shorts.
• Use unregistered e-liquids: all products must appear on MHRA’s TRPR compliance list.

Penalties for non-compliance

The UK’s Medicines and Healthcare products Regulatory Agency (MHRA) and Trading Standards now have wider powers:

• £2,500–£10,000 fines per violation
• Seizure of all vape-related stock
• Public listing of violating businesses
• Repeat offences may lead to business closure orders

But you can still sell vape legally — and ethically

The UK government isn’t banning vaping — it’s just clamping down on misuse. Sellers who stay within the rules can still thrive by focusing on:

• Refillable pod kits and e-liquids
• Clear adult-targeted branding
• Educational content focused on harm reduction, not trendiness

Where to find updated legal guidance

• MHRA’s [official list of compliant products](https://www.gov.uk/guidance/e-cigarettes-regulations-for-consumer-products)
• Trading Standards resources for retailers
• NHS Smokefree guidance for health-focused messaging

How Vape Lounge UK supports legal vape culture

We’ve already updated our product lines to remove disposables and align with new compliance rules. Our refillable kits and nic-salt e-liquids are TRPR-compliant — and every purchase supports responsible vaping culture. Shop confidently at VapeLounge.uk knowing you're part of the solution.