Could Angela Rayner Be Forced to Turn to Black Market Vapes? The Government’s Misguided Attack on the UK Vaping Industry Risks Public Health and Hits the Poorest Smokers Hardest
Despite the Government’s claims of prioritising public health, the recent budget announcement has left the UK vaping industry and millions of ex-smokers in shock.
Shadow Chancellor Rachel Reeves’ proposal to impose a new flat-rate tax on vaping products threatens to make quitting smoking significantly more costly for those who rely on vaping as an effective smoking cessation tool.
Under the Tobacco and Vapes Bill, this UK vape tax is set to add £2.20 plus VAT to every 10ml of vape liquid starting October 2026. For the average vaper in the UK, this could mean an increase in yearly costs by £173, taking the price of a single bottle from £4 to £6.64.
But these cost hikes won’t affect all smokers equally.
Instead, the burden will fall hardest on those with the lowest incomes – the very people most likely to struggle with nicotine addiction and who are desperate for affordable, safe methods to quit smoking.
A New Burden on Low-Income Smokers
Industry experts and advocates for harm reduction are ringing alarm bells, warning that this tax will unfairly impact low-income smokers – a group already facing the highest smoking rates. Matt Crann, Sales Director at Riot Labs, emphasises that this tax could turn vaping, a highly effective tool for smoking cessation, into an unaffordable option for those who need it most.
"By pricing vaping out of reach, especially for lower-income groups, the Government is not just affecting consumer choices but is actively harming public health,” Crann argues. “Rather than making it easier for people to quit, the UK vaping industry is now forced to contend with a policy that traps smokers in a cycle of nicotine addiction and financial hardship. The cost of smoking-related illness to the NHS already runs into billions, and this tax on a harm-reduction tool is totally counterproductive.”
Crann highlights the disparity created by this tax, noting that it undermines progress on nicotine addiction and smoking cessation efforts among those who cannot afford premium prices.
Vaping has been shown to be significantly less harmful than smoking and has been endorsed by Public Health England as a safer, more effective option for quitting smoking. However, with the additional costs, smokers may be forced to either cut back on vaping or return to smoking traditional cigarettes.
Risking a Dangerous Black Market Surge
Another looming consequence of the tax is a rise in black-market vape products, which lack safety regulation and pose serious health risks. Crann warns that driving up costs may not only push low-income smokers back to traditional cigarettes but could also lead to a surge in unregulated, highly addictive black-market vape options.
Such products are often made with low-quality ingredients and without oversight, posing significant risks to users’ health.
“The Government is creating a situation ripe for black-market growth,” says Crann. “Even Deputy Prime Minister Angela Rayner, who quit smoking through vaping, might end up turning to black-market vapes. Without affordable and safe alternatives, the market will be flooded with unregulated products – which could be highly addictive and potentially toxic.”
As demand for affordable vapes remains, a lack of accessible and regulated products may drive consumers to dangerous black-market alternatives, putting their health at risk and creating an even larger public health issue. The Tobacco and Vapes Bill aims to tackle issues like youth vaping, but critics argue that increasing taxes on vaping products fails to address the root cause. Instead, they suggest that strengthening enforcement of current laws would be more effective in curbing youth access without penalising adult ex-smokers.
A Smarter Solution: Enforcing Effective Youth Vaping Legislation
Riot Labs, along with other key advocates in the UK vaping industry, argues that the Government’s current approach is misdirected and ultimately counterproductive. They urge a focus on enforcing existing youth vaping laws instead of imposing taxes that burden adult vapers trying to quit smoking. Crann suggests that the Tobacco and Vapes Bill should focus on tackling youth vaping issues through stricter regulation and better oversight of retailers, rather than through punitive taxation.
“The Government’s target of a SmokeFree 2030 goal seems laughable with this approach,” Crann notes. “The data and experts agree: vaping is the most effective tool for quitting smoking, yet it’s the UK vaping industry facing misguided vape legislation, while youth vaping remains a persistent problem. Enforcement of existing legislation and a licensing scheme with regular audits and oversight would be far more effective.”
Crann argues that prioritising responsible regulation over increased taxation would create a safer, more sustainable environment for vapers and smokers trying to quit, while also addressing concerns about youth vaping. Industry advocates point out that the Government’s current proposals risk alienating adult vapers without making significant progress on youth vaping issues, thus threatening to compromise the public health benefits that vaping has provided.
Riot Labs Leads the Fight for Responsible Vaping
As a leader in the UK vaping industry, Riot Labs is committed to advocating for fair and effective policies that address public health and support harm reduction for adult smokers. By engaging with retailers and working to ensure compliance with existing legislation, Riot Labs is dedicated to creating a safer and more accessible environment for all consumers. We will continue to push back against harmful policies, like the proposed vape tax, that threaten to reverse years of progress in reducing smoking rates.
“Addressing youth vaping is essential, but it shouldn’t come at the expense of adult smokers who are trying to quit,”
“Addressing youth vaping is essential, but it shouldn’t come at the expense of adult smokers who are trying to quit,” says Crann. “We believe that a consistent, enforceable regulatory framework – one that holds irresponsible retailers accountable – is the solution. Increasing taxes only serves to make vaping unaffordable for those most in need of a safer alternative. Let’s work together to protect public health, ensure affordable access to vaping, and support those on their journey to quit smoking for good.”
Join Riot Labs in the fight for a smarter, safer approach to vape legislation. The future of UK public health depends on effective policies that make quitting smoking achievable for everyone – without unnecessary financial barriers or health risks.
