REPORTS of illegal vape sales to teenagers in Wales have skyrocketed by 57% over the past year, with new data revealing that underage sales are reported to local authorities almost daily. However, despite the growing number of reports, only a fraction of offenders face fines, prompting calls for tougher enforcement.
According to figures obtained through a Freedom of Information (FOI) request, Welsh councils received reports of underage vape sales nearly every day last year. Yet, only one in 20 sellers were issued penalties, with fines totalling just £1,250 across the country—far below the maximum penalty of £2,500 per offence.
The data, published in the 2024 Underage Vape Sales Report, analysed responses from 138 local authorities across the UK and was compiled by Vape Club, a leading vaping retailer. The report highlights the urgent need for the government to introduce a Vape Retailer and Distributor Licensing framework to combat the illegal market and prevent the sale of vapes to children.
Worst-Affected Areas
Among the Welsh local authorities, Rhondda Cynon Taf topped the list with 70 reports of illegal vape sales to minors. Merthyr Tydfil County Borough Council reported 46 cases, while Caerphilly and the Isle of Anglesey each recorded 31 incidents. Cyngor Gwynedd Council followed with 24 reports.
Across the UK, over 4,500 reports of underage vape sales were recorded in the past year, equivalent to one every two hours, representing a 31% increase on the previous year.
Calls for Tougher Penalties
Dan Marchant, Director of Vape Club, the UK’s largest vape retailer, stressed the need for more robust measures to deter illegal sales. He called on the government to support local authorities in enforcing stricter penalties for offenders.
“The government needs to support local councils in enforcing stricter penalties. While some progress is being made, it’s clear that there’s still plenty more that can be done to tackle the issue of underage vape sales in Wales,” Mr Marchant said.
He also advocated for the introduction of a licensing framework, which he argued could generate £50 million annually for Trading Standards, without increasing the tax burden on the public. The additional funds would allow for stricter enforcement and higher fines, which are currently well below the maximum permitted amount.
“Rogue retailers face little risk of being caught, and the current fines are simply too low,” Marchant added. “We would like to see fines raised to at least £10,000, with even higher penalties for repeat offenders.”
Council Response
Local councils have acknowledged the growing problem, with Councillor Michelle Symonds, cabinet member for regeneration, housing, and public protection at Merthyr Tydfil Council, urging residents to report any suspected illegal sales.
“We have seen an increase in more young people experimenting with vapes. It is not acceptable to sell vapes to anyone underage. I encourage our communities to report any trader that they believe is selling vapes to our youths,” Cllr Symonds said.
Despite the mounting concerns, enforcement remains weak. With fines often falling far below the maximum penalty and few offenders being prosecuted, calls for reform are growing louder across the country.
The issue of youth vaping continues to be a pressing public health concern, and both industry leaders and local authorities are pushing for stronger regulatory measures to address the rising tide of underage sales in Wales and beyond.
