Ministers to crack down on vape advertising targeted at children amid Greater Manchester headteacher's warning

The Government has announced a crackdown on the 'unacceptable' targeting of children in vape adverts. It comes after a headteacher revealed one of his school's pupils recently collapsed after one puff of a vape bought on Manchester's 'counterfeit street'.

Glyn Potts, headteacher at Blessed John Henry Newman RC College in Chadderton, warned that young people 'need advice and information' on the realities of vaping. But Ministers have now pledged to close a loophole allowing retailers to give free samples of vapes to children in England.

There will also be a review into banning retailers selling 'nicotine-free' vapes to under-18s, and on the rules for issuing fines to shops that illegally sell vapes to children.

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Rishi Sunak says he is 'deeply concerned' about an increase in children vaping, with 9% of 11 to 15-year-olds using e-cigarettes in 2021, up from 6% in 2018.

The Prime Minister says he has been 'shocked by reports of illicit vapes containing lead getting into the hands of schoolchildren'. He added: "Our new illicit vape enforcement squad - backed by £3 million - is on the case but clearly there is more to do.

"That is why I am taking further action today to clamp down on rogue firms who unlawfully target our children with these products. The marketing and the illegal sales of vapes to children is completely unacceptable and I will do everything in my power to end this practice for good."

Mr Potts told the Manchester Evening News that pupils were 'shocked' and 'scared' when their classmate became unwell after his first ever puff of a vape pen, before passing out near the school gates. It was later revealed the student had been told the disposable