- New research suggests that selling vapes in plain packaging could significantly reduce their appeal to children without deterring adult users.
- A study by UCL and King's College London, involving 2,770 children and young people alongside nearly 4,000 adults, assessed how standardised packaging and restricted flavour descriptions influenced vape attractiveness.
- The research found that 53 per cent of children perceived usual vape packaging as appealing to their peers, which dropped to 38 per cent when shown standardised packs.
- Adult interest in vapes and their perception of harm remained largely unaffected by whether the packaging was branded or standardised.
- Experts advocate for such regulations, with the Tobacco and Vapes Bill currently progressing through Parliament to allow ministers to control vape packaging and flavours.
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