With the disposable vape ban now in effect since June 2025, understanding what makes a vape illegal has never been more important. Yet new research from übbs reveals a worrying knowledge gap among UK consumers.
In an exclusive survey of 1,000 adult nicotine consumers across the UK, übbs discovered that over two thirds of Brits cannot correctly identify an illegal vape when shown images of one. Perhaps most concerning, 88% of respondents failed to spot a crucial tell-tale sign that marks a vape as illegal and 18% would knowingly purchase illicit vapes.
Key Signs of an Illegal Vape
Identifying an illegal vape isn't always straightforward, but there are several key indicators to look out for:
Warning Labels
This is the sign that 88% of survey respondents missed. Legal vapes must have health warning labels covering at least 30% of both the front and back of the packaging. If the warnings are smaller, missing, or only on one side, the vape is likely illegal.
Tank Size and E-liquid Capacity
In the UK, it's illegal to sell vapes with e-liquid tanks larger than 2ml. If a pre-filled vape claims to offer more than 600 puffs, it almost certainly exceeds this legal limit. The exception to this is with a 10+2 device. These devices consist of a battery, a 2ml prefilled pod and a 10ml pre-filled "refill container" that attaches to the pod.
Nicotine Strength
Legal vapes in the UK cannot contain nicotine concentrations above 20mg/ml. Any product advertising higher nicotine levels is illegal.
Packaging and Labelling Requirements
Legal vapes must display:
- Ingredients list in English
- Nicotine content clearly stated
- Batch number and expiry date
- Manufacturer contact details
- UK or EU regulatory markings
Suspiciously Bright Colours and Cartoonish Designs
While not illegal in themselves, excessively bright packaging or designs that appeal to children often indicate non-compliant products that haven't passed UK regulations.
Unusually Low Prices
If a deal seems too good to be true, it probably is. Illegal vapes are often sold at prices significantly below market rate because they bypass safety testing and taxation.
The Knowledge Gap: What Our Survey Revealed
übbs surveyed 1,000 adult nicotine consumers across major cities including Belfast, Cardiff, Edinburgh, Liverpool, Manchester and London to understand how well the public can identify illegal vaping products.
The results revealed some surprising patterns. Despite more than half of respondents feeling confident they could spot an illegal vape, only 32% correctly identified one when shown images. This stark contrast between confidence and actual knowledge highlights a significant problem as counterfeit and non-compliant vapes continue to flood the UK market.
Regional and Age Differences
The research uncovered notable regional variations, with Northern Ireland performing better than Scotland, Wales, and England at identifying illegal vapes. Sheffield emerged as a standout city, with 64% of respondents correctly identifying illegal vapes - double the UK average of 32%.
Age played a significant role in awareness levels. Young adults aged 18-24 were the least likely to spot an illegal vape, with only 16% correctly identifying one from images. This is particularly concerning as this age group represents a significant portion of vaping consumers.
In contrast, those aged 35-44 performed best at 35%, though this still means nearly two thirds in this age group couldn't spot an illegal product.
Interestingly, older adults showed greater caution around illegal vapes. Over 90% of those aged 55 and above said they would never knowingly purchase an illegal vape, compared to just 60% of under-34s. However, the gap between intention and ability remains wide - more than two thirds of all respondents said they don't want to buy an illegal vape, yet only 32% could actually identify one.
What Are Illegal Vapes?
Illegal vapes fall into several categories, all of which pose potential risks to consumers:
Non-Compliant Products
These are vapes that don't meet UK safety and quality standards. They may contain tanks larger than 2ml, have nicotine concentrations above 20mg/ml, or lack proper safety features and ingredient transparency.
Counterfeit Vapes
Fake versions of legitimate brands that copy packaging and design but contain unknown and potentially dangerous ingredients. These products have not undergone any safety testing.
Unregistered Products
Vapes that haven't been registered with the UK Medicines and Healthcare products Regulatory Agency (MHRA) as required by law. Without registration, there's no oversight of their safety or quality.
Products Targeting Children
While all vape sales to under-18s are illegal, some products are specifically designed to appeal to children through packaging that resembles sweets or toys.
Why Are Illegal Vapes Dangerous?
The risks of illegal vapes extend far beyond breaking trading standards regulations. These unregulated products pose genuine health and safety threats:
Unknown Ingredients
Illegal vapes may contain harmful chemicals, heavy metals, or incorrect nicotine levels. Without proper testing and regulation, users have no way of knowing what they're inhaling.
Battery Safety Risks
Non-compliant vapes often use cheap, untested batteries that can overheat, leak, or even explode. Legal vapes must meet strict battery safety standards that illegal products bypass.
Excessive Nicotine Exposure
Some illegal vapes contain nicotine levels far exceeding the 20mg/ml UK limit, increasing the risk of nicotine poisoning, particularly for young or inexperienced users.
No Quality Control
Legal vapes undergo rigorous testing and must meet manufacturing standards. Illegal products are more likely to have poor quality control, meaning each device could vary wildly in safety and performance.
Environmental Impact
Illegal vapes, particularly those with larger tanks offering thousands of puffs, contribute significantly to electronic waste and often cannot be recycled properly due to their non-standard components.
Steve McGeough, Managing Director, at übbs said: "It's alarming that 18% of respondents would knowingly purchase illicit vapes. Illegal vapes undermine the significant tobacco harm reduction potential of our industry.
Since these products bypass MHRA approval, we have no certainty regarding their ingredients or components. This poses a risk of unfavourable health outcomes that are simply not possible with legitimate products, which undergo rigorous testing.
If you're ever in doubt about a vape's legality, you should check the MHRA's official ECIG Dynamic Search at cms.mhra.gov.uk/ecig-new to verify that your product has undergone the proper process to be sold in the UK."
Disposable Vape Ban: What You Need to Know
In June 2025, the UK government implemented a ban on disposable vapes across England and Wales, with Scotland and Northern Ireland following suit. This landmark legislation represents a significant shift in vaping regulation and has important implications for consumers.
The ban was introduced to:
- Reduce youth vaping rates
- Minimize environmental waste from single-use vapes
- Combat the illegal vape market
With disposable vapes now banned, consumers must use reusable devices if they wish to continue vaping. Reusable vape kits remain legal and available, offering a more sustainable option that complies with existing UK regulations on tank size and nicotine content.
However, the ban has also created new opportunities for the illegal vape market to flourish. With disposables no longer available through legitimate retailers, it's more important than ever to be vigilant about illegal vaping products that may be sold through unauthorised channels.
Now that the disposable ban is in effect:
- Only purchase vaping products from reputable, licensed retailers
- Ensure any refillable vapes meet UK regulations (2ml tank maximum, 20mg/ml nicotine maximum)
- Consider alternatives like nicotine pouches if you're looking to move away from vaping
- Report suspected illegal vape sales to trading standards
- Dispose of any old disposable vapes responsibly through proper recycling schemes
Protecting Yourself from Illegal Vapes
With most UK consumers unable to identify illegal vapes, and the disposable vape ban now in effect, staying informed has never been more important. As illegal products continue to surface through unregulated channels, choosing safer, legal alternatives is key.
übbs nicotine pouches offer a clean, tobacco-free, smoke-free and vapour-free way to enjoy nicotine without the risks linked to illegal vapes, helping you stay on the right side of the law, and in control.
Explore the full übbs range today and make the switch to a smarter, cleaner nicotine experience.
About the Research übbs surveyed 1,000 adult nicotine consumers across the UK in November 2025, showing respondents images of vaping products and asking them to identify illegal vapes, as well as testing their knowledge of illegal vape characteristics through multiple-choice questions.
