Preventing youth access when advertising to adults – how restricted products and services can be more compliant

By Deepak Tewari

Anyone that sells vapes has a responsibility to do so ethically, and whilst adhering to age regulation for both sales and promotions. It’s important for minors to have age-appropriate experiences – online and offline – and policy makers are taking this increasingly seriously in the UK.

But regulation alone isn’t enough for responsible vape sales – it also needs enforcement, compliance, and responsible marketing. Fortunately, for retailers and regulators alike, technology exists that help provide age restricted promotions to adults while preventing youth access to such promotions.

Regulation is increasingly impacting what businesses can and cannot promote

Addressing youth vaping and environmental harm, policymakers introduced the disposable vape ban and are pushing forward with the Tobacco & Vapes Bill, which includes further ad and display restrictions.

But when restrictions are broad and undifferentiated, they carry risks such as:

1. Widespread compliance challenges: A recent Financial Times investigation found many stores continue to display disposable-type vapes prominently—and sell them alongside similar-looking reusable alternatives.
2. Limited information: Adults have no access to information which would help them acquire a product or use a discount code or offer.

This is of course a sizable challenge for responsible retailers, keen to promote to adults only, remain compliant and continue to sell adult-only products.

Age Assurance in retail

However, solutions do exist to support the prevention of child access to harmful goods and content while helping businesses provide the same services to adults. The solution lies in automated, precise ,anonymous and privacy preserving determination of age range of possible customers in real time.

AI-driven age estimation evaluates whether a customer is likely 18 or older in real-time, without storing images or personal data. This ensures compliance, allowing ethical retailers to sell only to those old enough to make a purchase. It also means they can keep responsible vape promotions visible to the right audience. Clients can only access promotion once they have passed an age challenge.

Such solutions are compliant on every level. There is no blanket bans or risky ad placements and promotions only reach legally eligible viewers. This also preserves adult engagement, and people who do vape and are seeking options and information won’t be left uninformed.

In a market where legislation is changing rapidly, age estimation provides built-in compliance safeguards, allowing stores to future-proof against further regulation. It also supports specialist retailers. Those meeting refill demand – unlike non-specialists – can leverage targeted campaigns to rebuild consumer trust and sales.

Protecting minors AND business

The Tobacco & Vapes Bill is now progressing through Parliament, and is likely to include tighter rules on point-of-sale display and vape advertising, according to recent parliamentary briefings. If implemented, vape-friendly retailers could end up with zero visible signage and lacking the means to advertise to adults.

Switzerland has just introduced strict new advertising restrictions on tobacco and vape products. This effectively bans all in-store promotions unless age-gated access is implemented. This creates a significant disruption in a CHF 4.9 billion (£4.52bn)/year tobacco retail market, with anticipated sales losses of CHF 96–240 million/year due to reduced visibility and engagement.

But age estimation tech means that youth access can be prevented and business can be protected. Adults see only adult-friendly messaging, whether that’s coupons, discounts, loyalty offers, or educational content, while minors see nothing, closing one of the biggest pathways to initiation.

Retailers maintain store foot traffic and profitability while staying compliant with relevant laws and regulations.

Future retail strategy

Here’s what vape retailers should be considering now:

• Pilot age estimation solutions. Start with POS digital displays or mobile app integrations. Track metrics: audience age, promo engagement, uplift in adult conversions, legal queries, compliance alerts and more.
• Partner with tech providers who understand GDPR, not only algorithmic capability but also privacy assurances.
• Advocate to policymakers for technology-enabled compliance rather than elimination of promotion. Demonstrate that nuanced solutions, as opposed to blanket bans, can better balance business interests with youth access prevention.

The UK’s vape industry is transforming, driven by policy, public concern, and environmental goals. Yet sweeping bans, if poorly calibrated, can leave adult smokers stranded or drive illicit sales. The convenience and specialist retail channels could suffer similarly, unless we adopt smarter, age-aware technologies now.

By integrating age estimation, vape retailers can reassure regulators, protect young people, and continue connecting with adult smokers seeking alternatives. That’s not just sensible business strategy, that’s responsible retailing in a regulated world.

Deepak Tewari is CEO of Privately SA, which provides online and offline age verification tech for a variety of applications and industries.