The question was set against the context of the Conservatives' Tobacco and Vapes Bill, the predominant aim of which is to create a 'smokeless generation.' More relevant for marketers, however, is the bill's secondary goal, which is to introduce new powers to restrict vape flavors and packaging to make them less appealing to children, something we've been calling for repeatedly.
With child vaping on the rise, it would be unacceptable that children's favorite players and teams are wearing vaping brands on their kits every weekend. Sports and sponsorship have an uneasy history when it comes to advertising.
While there has been some progress, lessons must be learned if the government is serious about protecting children from the dangers of vaping. Whether there's a place for the marketing of vapes and tobacco products more generally is an open discussion.
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