Most UK consumers can’t spot illegal vapes despite ban, research warns

New research from nicotine pouch brand übbs reveals a significant awareness gap among consumers, with most UK nicotine users unable to identify an illegal vape even when shown one, raising fresh concerns for retailers and regulators just months after the disposable vape ban came into force.

In a survey of 1,000 adult nicotine consumers across 15 major UK cities, more than two thirds of respondents failed to correctly identify an illegal vape from images. The knowledge gap was even wider when participants were asked about specific non-compliant features: 88 per cent missed a key tell-tale sign that marks out an illegal device. Worryingly, 18 per cent of those surveyed said they would knowingly buy an illicit vape.

The findings paint a conflicting picture. While more than half of respondents said they felt confident they could spot an illegal vape, only 32 per cent actually managed to do so when tested. übbs says the mismatch between perception and reality highlights a major challenge for the market in the wake of the June 2025 ban, as non-compliant products continue to circulate through informal and unregulated channels.

Regional and demographic gaps

The data shows clear differences in awareness across the UK. Northern Ireland performed better overall than England, Scotland and Wales in identifying illegal vapes. Sheffield was the strongest individual city, with 64 per cent of respondents correctly flagging illicit products – double the national average.

Young adults aged 18–24 were the least informed, with just 16 per cent correctly identifying an illegal vape in the image test. Though this demographic represents a significant share of the country’s vaping population, it remains the most vulnerable to unknowingly buying non-compliant devices.

Consumers aged 35–44 recorded the highest accuracy at 35 per cent, but the majority in this group still struggled. Older adults, meanwhile, proved more cautious: more than 90 per cent of respondents aged 55 and above said they would never knowingly purchase an illegal vape, compared with around 60 per cent of under-34s.

Across all age bands, intention and ability appear misaligned. While over two thirds of respondents said they actively want to avoid illegal products, only one third could accurately identify them.

A market in transition

The report lands at a critical moment for the vape sector. With disposable vapes now removed from legal sale, illicit devices remain a persistent threat to both consumers and legitimate retailers. Last month, a nationwide crackdown has resulted in the seizure of over 111,000 illegal vapes from the high street shops.

übbs said the findings underline the need for clear consumer education as the industry shifts away from disposables and toward regulated, smoke-free nicotine formats. The company highlighted its nicotine pouches as a fully legal, tobacco-free and vapour-free alternative for adult users seeking compliant products.