Wales Tobacco Control Alliance urges Senedd Members to support Tobacco and Vapes Bill

The Wales Tobacco Control Alliance is calling on Members of the Senedd to back the Legislative Consent Motion for the Tobacco and Vapes Bill – a decision that will shape the future of public health in Wales.

The Alliance, which brings together organisations working to reduce smoking and protect children from nicotine addiction, has written to every Senedd Member ahead of the vote on 9th December. The letter sets out why the Bill matters for Wales and how it aligns with the country’s ambition for a Smokefree Generation.

Why the Tobacco and Vapes Bill matters for Wales

The Bill introduces measures designed to reduce smoking rates, lower cancer risk, and protect children from nicotine addiction. While it forms part of UK-wide action, supporting the Legislative Consent Motion ensures Wales remains aligned with wider regulation and maintains strong public health protections.

The Alliance highlights the need to limit access to vapes for children, reduce youth-targeted promotion and strengthen enforcement against illegal sales. Public support for these steps is high, reflecting growing concern about youth vaping and the ongoing harms caused by tobacco.

“St David’s Day 2025 / Dydd Gŵyl Dewi 2025” by Senedd Cymru / Welsh Parliament, CC BY 2.0

Backing the Bill would move Wales closer to its ambition of becoming smokefree, reduce health inequality, and reinforce a national commitment to evidence-led public health policy.

Statement from ASH Wales Chief Executive Suzanne Cass

Speaking ahead of the vote, Suzanne Cass, Chief Executive of ASH Wales, said:

“The vote in a fortnight is an opportunity for Wales to move in step with the rest of the UK on one of the most significant public health reforms in a generation. The measures proposed have strong evidence behind them and will reduce cancer, address health inequality, and help protect young people from lifelong addiction.”

She added:

“Today the WTCA has set out to Senedd Members why their vote is so important, and the meaningful impact it can have on the health of people in Wales.”

Next Steps

A positive vote on 9th December would confirm Welsh support for measures to reduce smoking rates, limit youth vaping, and give future generations the best chance of growing up free from tobacco addiction. The WTCA has emphasised that this is a rare opportunity for cross-party progress on an issue with strong public backing.

The vote on the Legislative Consent Motion will take place on 9th December.

“Feature Image” by Senedd Cymru / Welsh Parliament, CC BY 2.0

Public Backs Smokefree Generation as Wales Risks Falling Behind

New findings from ASH Wales’ Annual Adult Population Survey 2025 show strong public support for tougher tobacco laws and clear backing for the Smokefree Generation in Wales. But with no current Tobacco Control Delivery Plan in place, progress towards a smokefree Wales by 2030 has stalled.

Our 2025 YouGov Survey

The Annual Adult Population Survey 2025, carried out by YouGov, reveals that the Welsh public are firmly behind stronger action on tobacco. The results are striking:

  • 43% believe governments aren’t doing enough to tackle smoking.
  • 65% of people support the Smokefree Generation law, which would end tobacco sales to anyone born after 2009.
  • 87% want to see tobacco retailers licensed, with licences removed if shops sell to children.
  • 78% support banning cartoon-style branding and sweet flavours in vapes to reduce youth appeal.

Misinformation on vaping is growing

While public backing for stronger tobacco laws is high, confusion around vaping continues to rise. Nearly six in ten Welsh adults (58%) now believe vaping is as harmful as smoking, including 57% of smokers. In 2017, that figure was just 14%.

The forthcoming Tobacco and Vapes Bill aims to tighten regulation of vapes while still recognising their role in helping people quit smoking. Striking that balance is vital if we’re to save lives and prevent new harms.

A call for leadership and action

As our Chief Executive, Suzanne Cass, puts it:

“This is not just about laws – it’s about lives. Every month without action means more families suffering from preventable illness and loss. The public is with us, and Wales must now act boldly.” 

We’re urging the Welsh Government to approve the Tobacco and Vapes Bill without delay, backed by proper funding, enforcement, and accountability. But laws alone aren’t enough. Wales urgently needs a new Tobacco Control Delivery Plan to re-energise progress and tackle the inequalities that fuel smoking rates.

Smoking hits the poorest hardest

The survey once again highlights how smoking deepens inequality in Wales:

  • 30% of people living in social housing smoke, compared with just 8% of homeowners.
  • Smoking is far more common among people facing overlapping challenges such as poor mental health, high-risk drinking, or frequent gambling.

These are the communities carrying the greatest burden of smoking-related illness and death. Without focused support, the 2030 target will remain out of reach.

Wales can’t afford to wait

Wales has been without a Tobacco Control Delivery Plan since the end of 2024, leaving a gap in our roadmap to a smokefree 2030. Meanwhile, the Tobacco and Vapes Bill continues to move through Parliament and is now at the committee stage. Once amendments are finalised, the Welsh Government must be ready to act swiftly so Wales keeps pace with the rest of the UK.

The evidence is clear: the public supports tougher action, and the time to act is now. Wales must not be left behind on the journey to a Smokefree Generation.

New Support for Parents Concerned About Vaping, Smoking or Nicotine Use

Parents and carers across Wales are facing new challenges when it comes to nicotine. Whether it’s disposable vapes, nicotine pouches, or social media trends that glamorise use, it’s no longer just about cigarettes.

At ASH Wales, we’ve listened to parents and communities who told us they feel overwhelmed by the pace of change. That’s why we’ve created Nico-Teens, a free, easy-to-use support hub designed to help parents navigate this new landscape with confidence.

Why This Matters Now?

According to our 2025 Trends in Awareness and Usage of Nicotine Products report, use of e-cigarettes among 18–24-year-olds in Wales has risen from just 3% in 2014 to 16% in 2025. Awareness of nicotine pouches in this age group has also soared from 47% in 2020 to 79% in 2025, with 1 in 10 young adults now using them.

This mirrors what we’re seeing in younger age groups, too. In our 2024 Youth Vaping Survey, which reached over 12,000 pupils in secondary schools across Wales, we found that:

  • Nearly 1 in 4 pupils in Years 7–11 had tried vaping
  • 7% of pupils in this age group were current vapers
  • 45% of those who vape said they couldn’t go the whole school day without it
  • Over half (55%) were using vapes likely to be illegal or untested

These figures show the scale of the issue, but also how many young people may now be living with nicotine dependence.

Support Parents Need

Many parents are feeling unprepared when faced with new products like pouches, heat-not-burn or refillable kits. Unsure how to start conversations, how to spot the signs, or how to respond calmly if they found something worrying.

This new section of our website is full of easy-to-read advice. Covering:

  • How to talk to younger children about nicotine in a calm, age-appropriate way
  • How to support a teenager who’s using nicotine or struggling to stop
  • What to do if you vape or smoke yourself
  • How to tell if a product is illegal, and what to do if you’re concerned
  • What to expect from withdrawal, and tips to manage it
  • What happens if your child gets caught using nicotine in school

A Trusted, Free Resource for Families in Wales

This resource is completely free and available to anyone. If you’re a teacher, youth worker, school nurse or family support officer, you are welcome to share the link with families you work with.

The page is updated regularly and complements wider support available through Help Me Quit Wales, who offer free stop smoking support for young people aged 12 and up. Visit the Nico-Teens resource page here

Three North Wales beaches become ‘smoke-free’ zones 

To mark National Clean Air Day (19th June), we’ve teamed up with National Trust Cymru and RSPB to launch three smoke-free beaches which aim to protect wildlife, reduce litter, and promote a healthier environment for everyone to enjoy. Three treasured locations, Porth Dafarch and Cemlyn on Ynys Môn (Anglesey) and Porthor on the Llŷn Peninsula in Gwynedd have now become voluntary smoke-free zones.

A Voluntary Step for a Healthier Coastline

This initiative invites visitors and locals alike to support a cleaner, safer environment by choosing not to smoke on these special beaches. Though voluntary, the move is designed to limit the environmental damage caused by cigarette litter, particularly to coastal wildlife and marine habitats and to help set a positive example for young people.

Discarded cigarette butts are one of the world’s most common types of litter. Each one contains toxic chemicals like lead and arsenic, and over time, breaks down into microplastics that pollute waterways and endanger marine life. There’s also the fire risk, discarded smoking materials have the potential to spark wildfires, particularly in dry, natural areas.

By expanding smoke-free spaces, we aim to shift social norms, protect wildlife and coastal ecosystems, and support efforts to make Wales smoke-free by 2030.

Our Ambition To Create a Smoke-free Wales

Sarah Murphy MS, Minister for Mental Health and Wellbeing, welcomed the initiative:

“I welcome this national partnership between ASH Wales Cymru and the National Trust, which will make three more of Wales’ beaches smoke-free. Not only will more smoke-free places help protect people from harmful second-hand smoke and reduce the environmental damage from smoking, but they will help make smoke-free the norm in Wales, discourage young people from taking up smoking and support more smokers to quit. 

“Our ambition is to create a smoke-free Wales by 2030 and creating more smoke-free spaces is one way to achieve this. It is important we work together to limit the harmful effects of smoking as well as the associated health and environmental risks to our beautiful landscapes.” 

Why These Beaches?

Each of the three beaches chosen has strong environmental significance:

  • Porth Dafarch, on the west side of Holy Island, is surrounded by dramatic rock formations that are home to rare birds such as choughs, along with seals and porpoises in the nearby waters.
  • Cemlyn, also on Ynys Môn, supports the third largest colony of terns in the UK, including around 1,500 Sandwich tern pairs, as well as Arctic and Common terns. The beach and surrounding area form part of a National Nature Reserve and Site of Special Scientific Interest.
  • Porthor, known for its ‘whistling sands’, offers sanctuary to a variety of seabirds and mammals including choughs, razorbills, guillemots, and even the occasional dolphin.
Common tern (Sterna hirundo) at Cemlyn, Anglesey

Protecting Our Natural Environment For Future Generations

Dewi Davies, Project Manager for National Trust Cymru in North Wales, said:

“We are delighted to partner with ASH Wales Cymru on this initiative which will benefit both people and nature. All three locations we’ve chosen as voluntary smoke free zones have been selected because they are environmentally significant.  

“We work hard to look after these special places and are requesting that people who visit these beautiful locations help us to care for them by not smoking and disposing of harmful smoking materials which could pose a risk to these special habitats and the wildlife that lives in them, or spark a wildfire.  

“As a conservation charity, people and nature are at the heart of everything we do, and we all have a role to play in helping to protect our natural environment for future generations to enjoy.”  

Visitors to the beaches will now see new signs inviting them to support the smoke-free approach and help reduce litter.

The Need for Action

Suzanne Cass, Chief Executive of ASH Wales, said:

“Smoke-free spaces are not only popular, they’re essential for protecting our wildlife, natural landscapes, and future generations. Cigarette butts are the world’s most littered item, threatening marine life and increasing wildfire risk.” 

“With 325,000 people in Wales still smoking, we must do everything we can to help them quit while creating a cleaner, healthier environment for all. Expanding smoke-free outdoor spaces sends a clear message: smoking is not the norm – people, wildlife and the planet come first.” 

Public Support

Public opinion across Wales shows strong support for smoke-free spaces. A national public opinion survey (2025) shows 56% of Welsh adults support a smoking ban on beaches – a local survey in Anglesey showed even stronger support, with 87% in favour.

In response to public opinion in March 2024, Benllech and Trearddur Bay became the first smoke-free beaches in North Wales – following in the footsteps of Caswell Bay, Langland Bay, Port Eynon and Little Haven in South Wales.  

Celebrating with a Beach Clean

To celebrate the launch, a beach clean is taking place at Porth Dafarch on 19th June, involving pupils from Kingsland Primary School, Ynys Môn. The activity will focus on raising awareness of the dangers of cigarette litter and the importance of protecting our marine life and coastlines.

Illegal Vape and Tobacco Sellers Shut Down in Wrexham

Illegal tobacco and disposable vapes are being taken off the shelves in Wrexham and the message is clear: if you sell these products, expect action.

In recent weeks, four local shops have been shut down by Trading Standards and North Wales Police for repeatedly selling illegal tobacco and banned vapes. These aren’t isolated incidents. They’re part of growing efforts to clamp down on sellers who put profit before people and they show what’s possible when agencies work together to protect public health.

At ASH Wales, we’ve been working alongside enforcement teams through our No Ifs. No Butts campaign supporting local authorities, raising awareness, and helping keep illegal sellers firmly in the spotlight. This work is part of our wider mission to protect communities across Wales and push for a future free from the harm caused by smoking and unregulated nicotine products.

Premises Closed and Products Seized

The first closures took place on 15th April, when Trading Standards officers visited two neighbouring businesses in Garden Village: Chester Road Mini Market and Best Cuts Barber. Both premises were found to be selling illegal tobacco and vapes. Within 48 hours, Wrexham Magistrates Court issued full closure orders. Each shop has now been shut for three months.

On 20th March, just weeks earlier, King Mini Market on Trinity Street, opposite Wrexham’s main bus station, was also shut down following enforcement action. The business did not contest the case, and a three-month closure order was granted by the court. According to Wrexham Council, the shop had a repeated history of selling super-strength vapes and illegal cigarettes, with no defence offered at the hearing.

Then, on 13th May, another two shops were shut down in Llay: Llay Mini Market and M & B Barber, both based at Corwena Stores on Shones Lane. During a Trading Standards visit the day before the hearing, officers – supported by North Wales Police – seized more than 6,000 illegal cigarettes, 3kg of rolling tobacco (enough for roughly 3,000 roll-ups), and 50 illegal disposable vapes. The estimated street value of the seized products was £2,750. Both premises are now closed for at least three months.

A Coordinated Effort That’s Delivering Results

These results don’t happen by chance.

At ASH Wales, we’ve been working across North Wales to strengthen local reporting and encourage public action. Through our No Ifs. No Butts reporting portal, we’ve made it easier for people to raise concerns and for intelligence to reach the right teams. In early 2025, reports from North Wales surged, with some weeks seeing one new report every single day a significant increase from previous averages. This growing intelligence picture has played an important role in helping Trading Standards target high-risk premises and take effective action on the ground.

The End of Disposable Vapes

These closures come just ahead of major change. From 1st June 2025, it will be illegal to sell single-use disposable vapes anywhere in the UK.

Each discarded vape contains plastic, electronics, a lithium battery and leftover nicotine liquid. Most are not recycled. Instead, they’re ending up in our streets, parks, rivers, and beaches polluting soil and water. The batteries they contain have also caused fires at waste and recycling centres across Wales.

These products are being sold cheaply, used quickly, and thrown away without a second thought but their environmental impact is anything but disposable. Retailers should be clearing any remaining stock by the end of May. From June, continuing to sell disposable vapes will be breaking the law.

More details and guidance for the public and retailers can be found here: ash.wales/what-is-the-disposable-vape-ban

Keep Reporting: It Makes a Difference

At ASH Wales, we’re committed to keeping the pressure on, supporting partners across Wales, and doing whatever it takes to protect people from the harms of illegal tobacco and vapes. If you’ve seen a shop selling suspicious products, or something doesn’t feel right, we want to hear about it. Report anonymously at: noifs-nobutts.co.uk/report-illegal-tobacco-in-wales

Wondering what illegal tobacco and vapes look like? We’ve got full guidance on how to spot them at: noifs-nobutts.co.uk

Meet Blodwyn – the UK’s first sheep trained to sniff out illegal tobacco and vapes.

In a bold new pilot scheme, ASH Wales has teamed up with local enforcement teams to trial the use of a trained detection sheep in rural areas of Wales. Blodwyn – a three-year-old Llanwenog ewe from Ceredigion – has been specially trained to detect the sweet, synthetic aromas commonly associated with illicit vapes, and the distinctive, earthy odours often found in counterfeit tobacco products.

The idea came about as part of our wider efforts to explore new ways of supporting the strong enforcement work already happening across Wales. With illegal products turning up in more creative hiding spots – from hollowed-out crisp boxes to fake cereal packaging – we saw an opportunity to trial a different approach. Blodwyn offers a light-hearted but surprisingly sharp tool in our toolkit, bringing an added level of interest and an impressive sense of smell to spot what shouldn’t be there.

In her first field test last week, Blodwyn successfully sniffed out 47 illegal vapes concealed behind a row of tinned tomatoes in a corner shop near Llanidloes. Her reward? A handful of sheep nuts and a scratch behind the ears.

Suzanne Cass, CEO of ASH Wales, said: “Illegal vapes and tobacco are getting harder to spot, and we’re having to think outside the box… or in this case, inside the pen. Blodwyn is a local legend already, and if this pilot works, who knows what could be next?”

Blodwyn’s handler, who has worked with trained dogs in the past, said he first noticed her talent during lambing season, when she kept lingering near a farmhand’s backpack – which later turned out to contain a pouch of rolling tobacco. “She’s got a real nose for it. She’s particularly drawn to sweet, fruity vape scents. If she stomps once, it means she’s caught a whiff. If she baas twice, we’ve usually got a match.”

Still with us?

APRIL FOOLS!

As much as we’d love to see Blodwyn patrolling corner shops, we’re not quite there yet. But the issue itself is far from a joke.

Illegal tobacco and vapes remain a serious and growing concern in Wales. Our latest Youth Vaping Survey found that 55% of children who vape are using products likely to be illegal. These products are not compliant with UK laws and often make their way into children’s hands via corner shops, social media platforms, or even through friends and family.

The scale of the issue is often underestimated. An estimated 88,000 people in Wales buy illegal tobacco each year, and roughly 10% of the tobacco market is illegal.

This isn’t just about dodgy corner shop deals. These sales are fuelling a wider system of organised crime, where profits may be used to fund other criminal activities. Young people are being drawn in by cartoon-like packaging, sweet flavours, and low prices, a combination designed to hook them early.

That’s why we’re working closely with Trading Standards and local authorities across Wales. With the right tools, information, and public support, we can tackle illegal sales head-on – helping to protect children’s health and safeguard our communities.

Want to report illegal tobacco or vapes in your area?

Report anonymously at noifs-nobutts.co.uk