Imperial, the company responsible for the Blu vape brand, has reaffirmed its commitment to preventing youth access to vaping. It has called on the government to take measures to this end. Specifically, Imperial urges the government to establish a new retailer licensing scheme. This measure would improve compliance by shops, which would help to limit youths accessing vape products.
Another measure proposed by Imperial is the review of flavour naming conventions. This would limit the appeal of vaping to youths. Furthermore, Imperial advocates for stronger regulations for online advertising and promotion of vape products. These interventions could limit the number of underage people accessing and using vaping products.
In addition to the above measures, Imperial calls on the government to raise product quality and safety standards. This would safeguard adult smokers who elect to transition to vaping products. The company also urges the government to increase support to local authorities to address non-compliance with existing regulations.
The response by Imperial to the call by the Office for Health Improvement and Disparities (OHID) for evidence is timely. OHID is seeking opportunities to reduce the number of children that use vape products, while simultaneously ensuring that these products remain available to adult smokers.
Oliver Kutz, General Manager of UK and Ireland at Imperial Brands, welcomed the opportunity to contribute to OHID’s call for evidence. In his view, the regulation of vape products must align with the goal of preventing underage access. Kutz emphasized that, “vape products should only be used by existing adult smokers and adult vapers….Government, industry, and enforcement authorities must work together to create a regulatory framework….to drive out irresponsible actors and improve trust in this important product category.”
Imperial’s proposed measures are multifaceted and require an integrated approach. To prevent underage access to vaping products, measures should be put in place that limit the appeal of these products to minors. At the same time, adult smokers should continue to have access to these products as a quit aid.