Scotland launches new vaping campaign

The Scottish government has launched a new marketing campaign on vaping, aimed at parents, carers and school pupils.

The government has also published a new Tobacco and Vaping Framework, setting out actions which will be taken to create a tobacco-free generation by 2034.

The Framework for reaching the 2034 goal includes action to raise the age limit for sales of tobacco and plans to improve services to help people quit.

In addition, the Scottish government will continue to review what further action is needed to limit the appeal of vapes to children, young people and non-smokers during the first phase of the framework which will run until November 2025.

The ‘Take Hold’ marketing campaign will increase awareness of the harms and risks of nicotine addiction associated with vaping, with schools across Scotland provided with digital guidance packs and resources for posters along with radio and outdoor advertising. Its key message is that vapes may quickly become harmfully addictive for children and young people, affecting their concentration, mental health and mood.

“Although we have seen smoking rates decline, and Scotland has already introduced a range of world-leading tobacco control measures, we want to do more to help us achieve our goal of being tobacco-free by 2034. This framework will provide direction for a decade and allow us to be more responsive in dealing with a variety of nicotine and tobacco products,” public health minister Jenni Minto said.

“E-cigarettes are one of a range of tools for adult smokers to quit smoking, but should never be used by young people or adult non-smokers. We must take action to prevent young people using vapes and becoming addicted which will damage their health, and that’s why we’re launching a marketing campaign. It is much easier to never start than it is to give up.”

The government said it is still considering next steps on its consultation on tightening the advertising and promotion of vapes, adding that any measures taken forward will be in addition to those proposed under the UK-wide consultation on creating a smoke-free generation, which the Scottish government is part of, and includes raising the age limit.