UKVIA launches Enough is Enough campaign

3 September 2026

Trade body unveils 10-point Fair Deal for Vaping plan

UKVIA director general John Dunne is calling on the public to back its Fair Deal for Vaping plan and Enough is Enough campaign.

THE UK Vaping Industry Association (UKVIA) is calling on millions of adult vapers, former smokers and their families to back a new Fair Deal for Vaping.

The trade body is warning that the cumulative impact of Government policy risks undermining one of the most effective tools for helping smokers quit and says the 10-point plan forms a central part of its new Enough is Enough campaign, launched today (Thursday 3 September) and calling for an evidence-led approach to future vaping regulation.

UKVIA says the Fair Deal for Vaping initiative is in response to the consultation on proposals to restrict the display, packaging and appearance of vapes, as well as the introduction of a Vaping Products Duty from 1 October.

The 10-point plan calls on the Government to run a public information campaign so that smokers understand the significant difference in risk when compared with vaping, not to hide regulated vapes from view and to accelerate vape retail licensing.

UKVIA has launched a new Enough is Enough campaign. — UKVIA has launched its Enough is Enough campaign.

It also seeks meaningful sanctions to drive rogue traders out of business and recognition of responsible vape shops as community assets, as well as allowing licensed businesses to communicate responsibly with adults.

In addition, the Fair Deal proposes the removal of child-oriented branding without imposing plain packaging, protection of adult flavour choice, the strengthening of ‘swap to stop’ initiatives and a review of the Vaping Products Duty to assess its impact on affordability, smoking relapse and the illicit market.

John Dunne, director general of UKVIA, said: “Enough is enough. Vapers and responsible vaping businesses understand the need for regulation, and we wholeheartedly support tough action to stop children accessing vapes and to drive rogue traders selling illegal products out of business.

“But there comes a point where regulation stops being proportionate and begins to undermine the very public health objective it is supposed to support. Our Fair Deal is not a demand for less protection for children. It is a demand for smarter regulation. We want every vaper, every former smoker and every person whose family has been affected by smoking to make their voice heard. Tell your MP why this matters.”

Visit Enough is Enough for more information.