People are being consulted about plans to stop vape companies using enticing flavour descriptions that "attract" children into experimenting.

Vapes with colourful packaging, or with names or flavours inspired by sweets and cocktails, could be banned as part of plans to stop them being marketed to children. The government is launching a 12-week consultation, external about its plans "to make vaping less attractive for children and young people". Health Secretary James Murray said it was clear too many were being lured into experimenting. Under the new proposals, packs would need to be plain with strict limits on branding and only simple flavour descriptions like "apple" or "cola" used. Other restrictions would move vapes out of sight in shops, similar to how cigarettes and tobacco are currently sold. There is no legitimate reason for nicotine products to come in neon packaging, feature cartoon images, or use flavours and branding designed to catch a child's eye, say health experts. Murray said: "The evidence is clear: there are too many young people experimenting with vapes, attracted by the array of flavours, bright colours and marketing displays. "Vapes are less harmful than cigarettes and can play an important role in helping adult smokers to quit, but they should never be designed or marketed in ways that tempt children. "These proposals are about striking the right balance and I urge everyone to have their say."