Be Vape Vigilant

Suspect it. Report it. Sort it.

What's the initiative?

The vape industry helps adult smokers kick the habit by providing them with the most effective stop smoking tool ever devised – to date, nearly 4.5 million Brits have moved away from deadly cigarettes through vaping.

However, some unscrupulous sellers are casting a negative light on the sector by providing vapes to under 18s which, in turn, is putting the mission for a future without smoking at risk.

We are calling on consumers, vape professionals and the public to Be Vape Vigilant and put illicit sellers under the spotlight by reporting any suspected illegal activity to the relevant authorities.

The only way to stop youth vaping in its tracks is by getting to the root of the problem – rogue traders.

Why should you make a report?

The Chartered Trading Standards Institute reports that around a third of shops are guilty of knowingly engaging in underage vape sales and that as many as 1 in 3 vape products may be non-compliant.

The CTSI also warns that it doesn’t have the resources to effectively tackle these two major high street concerns and continues to call out for ‘more boots on the ground’ to help enforce regulations and advise businesses.

By highlighting illegal activity, you would be putting potential rogue retailers on the radar for trading standards authorities and could help put a stop to the irresponsible few.

Be Vape Vigilant. If you suspect underage vape selling, report it and help put a stop to it.

What has been said about the scheme:

“Trading Standards fully support the campaign and hope it will be effective in encouraging people to report instances of retailers selling to children or vapes that are either counterfeits or non-compliant with UK regulations.

“Most retailers work hard to ensure they only sell to adults, so any intelligence, which enables us to target enforcement at those who are breaking the law, is very much welcomed”.

Kate PikeLead Officer for Vaping, Trading Standards

“Convenience Stores have a proud record of responsible retailing and we have made Challenge25 the standard across all age-restricted products with excellent results.

“However, underage sales of vaping products remain too high and we need to re-focus on preventing these, and retailers who sell to children are also often selling illegal vaping products. Responsible retailers want to see high standards enforced and the reporting protocols in this campaign will help identify irresponsible businesses and allow Trading Standards officers to focus their resources on them.”

James LowmanChief Executive at the Association of Convenience Stores

“We can’t stress the importance of a campaign like this, especially when there are so many scare stories in the media. Compliant and legitimate products are the safest and best for consumers, due to the fact that nicotine-containing e-liquid has to be tested within the EU.

“Vaping is the most successful harm reduction tool of this century, but it’s important to support compliance and care-driven products and brands.”

Dan GreenallCEO of Oxford Vapours

“We are excited to be a part of this scheme to bring an end to rouge retailers and stop youth access of vaping. The blight of illegal vapes is a major issue that must be tackled.”

Joe BevanDirector of Celtic Vapours

“Vaping has been shown to pose a fraction of the risks of smoking and has been instrumental in helping millions of adults move away from, or completely cut out, cigarettes – which remain one of the world’s biggest killers. That said, the actions of some bad actors who are engaging in underage and illicit vape sales is impacting trust in the sector and preventing vaping from fulfilling its true stop smoking potential. It is critical that the industry, consumers and the general public be vape vigilant and call out rogue vape sellers so they can be held to account. We cannot be silent to unscrupulous sellers.”

Andrej KuttrufChief Executive of Evapo

How do I file a report?

Suspect a vape retailer of flouting the law? Follow this simple step-by-step guide on how to file a report:

Step 1

Fill out our reporting form below with details of the suspected illegal activity

Step 2

Click ‘Report Now’ to upload your report

Step 3

Our team will then pass your report onto the relevant authority and monitor any outcomes

File a report

reports filed

Download the assets

Retailers can show their support for the ‘Be Vape Vigilant’ initiative, raise awareness about the campaign and encourage people to report suspected illegal sellers by downloading and displaying some of the assets below: