ASH Wales proudly supports the groundbreaking Tobacco and Vapes Bill 2024, introduced today by the UK Government to spearhead the creation of a smoke-free generation and tackle the escalating issue of youth vaping.
The bill aims to create a smoke-free generation across the UK and address rising youth vaping, with measures including a national licensing scheme for tobacco and vape retailers in Wales. ASH Wales has been at the forefront of the campaign to curb illegal sales, protect young people, and safeguard public health.
Smoking remains one of the leading causes of preventable illness in Wales, with over 1 in 10 deaths linked to smoking. Wales has made strides in reducing smoking rates, now at 13% among those aged 16 and over, and has set an ambitious target to get smoking rates down to 5% and become smoke-free by 2030.
Despite these efforts Wales is set to miss this target by over a decade, this bill could help Wales realise that target and phase out tobacco forever.
Interventions to tackle the rise in youth vaping are also much needed, with the latest data showing that 7% of young people in Wales aged 11-16 now use vapes weekly. The bill’s restrictions on vape advertising, flavours, and packaging are crucial steps to prevent youth nicotine addiction and keep dangerous products away from children.
Key provisions of the Tobacco and Vapes Bill include:
Create a smoke-free generation by raising the legal age for tobacco sales, starting with anyone born on or after 1 January 2009, so future generations will never be able to legally buy tobacco products.
Restrict youth access to vapes by regulating flavours, packaging, and displays to make them less appealing to young people, including restrictions on non-nicotine vapes and other nicotine products.
Enhance enforcement with on-the-spot fines of £200 for underage tobacco and vape sales, empowering Trading Standards officers to tackle illegal sales directly.
Introduce a licensing system for tobacco and vape retailers in Wales to ensure compliance with age restrictions, prevent illegal sales, and support responsible businesses.
ASH Wales CEO, Suzanne Cass, said: “Wales has consistently led in tobacco control, and this bill gives us the tools to further protect our communities from harmful products. By introducing a national licensing scheme, we are strengthening our commitment to a healthier, smoke-free Wales.”
Wales, a leader in tobacco control with measures like smoke-free spaces, continues to face challenges with illegal tobacco sales. Around 88,000 people in Wales buy illicit tobacco annually, with nearly 40% of these sales occurring privately. Despite enforcement efforts, including the seizure of over 2.8 million illegal cigarettes and vapes, and ASH Wales and Welsh Government’s “No Ifs, No Butts” campaign, illegal sales remain an issue.
A proposed national licensing scheme would support law-abiding businesses, enhance penalties for illegal sales to minors, and equip public health teams with data for targeted cessation support. With strong public backing—85% of Welsh residents support a retailer register, and 60% favour sales restrictions for those born after 2009—this initiative would reinforce Wales’s commitment to a smoke-free future focused on youth protection.
ASH Wales urges the public to protect their communities by reporting any sightings of illegal tobacco or unregulated vape products. Every report helps Trading Standards in tracking down rogue sellers, removing harmful products, and keeping Welsh children safe. Reports can be made anonymously on noifs-nobutts.co.uk or by calling 029 2049 0621.
With substantial public backing and a cooperative stance from local businesses, ASH Wales is confident that the introduction of the Tobacco and Vapes Bill will profoundly strengthen public health protections and support the mission to create a smoke-free generation in Wales.
ENDS
Editor Notes:
[1] The survey of independent retailers was conducted by NEMS, a market research company, on behalf of ASH Wales. Data was collected through computer-assisted telephone interviews with a random sample of 904 managers or owners of small shops selling tobacco across England and Wales. Retailers included newsagents, off-licences, specialist tobacconists, local convenience stores/supermarkets (including symbol groups), and independent fuel stations. Specific findings indicate strong support for a smoke-free generation, particularly in Wales, where 58% of respondents backed age-based sales restrictions on tobacco products.
Table summarising public support across regions:
| Region | Support | Oppose | Don’t Know / Neither |
| England & Wales | 51% | 26% | 23% |
| England | 50% | 26% | 25% |
| Wales | 58% | 27% | 15% |
[2] Figures on illegal tobacco use in Wales are based on findings from the ASH Wales Illegal Tobacco Study conducted by NEMS in 2022. This survey included 738 interviews with adult smokers across Wales, revealing that an estimated 88,000 people in Wales purchase illegal tobacco annually, with 39% of these transactions taking place from private residences.
About ASH Wales
ASH Wales is the leading organisation dedicated to achieving a smoke-free Wales by 2030. Established in 1976, we work to reduce the prevalence of smoking and its associated health, social, and economic impacts. Through robust tobacco control policies, dynamic campaigns, and community engagement, we strive to protect future generations from the harms of tobacco. Our initiatives include advocating for strong public health measures, supporting smoking cessation efforts, and collaborating with partners across Wales to create a healthier, smoke-free nation.
Website www.ash.wales
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Twitter www.twitter.com/ASHWalesCymru
