Vape brand pledges to reduce its appeal to teens.

In connection with parliament’s plans to create a ‘smokefree generation’ by introducing a law which will phase out smoking, it announced a consultation on vaping. Launched on October 12, 2023, the proposals include plans to restrict flavours, regulate packaging and restrict the sale of vapes further.

Supreme sells “6.3m bottles of vaping liquid every month”. The company has unveiled plans to do its part to tackle underage vaping.

In June, Chris Whitty, chief medical officer for England, commented on the appeal of sweet flavours which resemble confectionaries. He said, “While vaping can be an effective quitting tool for smokers, it is important that non-smokers are not encouraged to start vaping. There has been a particularly worrying rise in the number of children using vapes, with companies clearly marketing these products to children using colours, flavours and cheap disposable options.”