A recent feature by Good Morning Britain has revealed that vapes laced with the synthetic drug Spice are being marketed and sold to children as young as 11 through social media platforms.
The report featured the story of an 11-year-old boy who was left in a coma after unknowingly vaping what he believed was a THC product. Instead, he had been sold a dangerous synthetic substance through Snapchat.
At Serve Legal, we work with retailers across the UK, from supermarkets and convenience stores to specialist vape retailers, to support age verification compliance and prevent age-restricted products from reaching underage customers. While responsible retailers continue to invest in Challenge 25 procedures, staff training and robust compliance measures, the findings highlighted by Good Morning Britain demonstrate that young people are increasingly accessing dangerous products through channels that operate beyond traditional retail environments.
Our own research paints a troubling picture of underage vaping and its growing normalisation among minors. In a survey conducted in 2023, 42% of respondents admitted to using a vape before the age of 18. Even more concerning, 88% reported that at least one of their peers had started vaping before turning 18, with 53% of those cases involving young people aged 15 or younger. These findings reinforce what many retailers, parents and enforcement agencies already suspect, that vaping has become increasingly normalised among children and teenagers despite legal age restrictions designed to protect them.
Over the years, retailers across the industry have worked hard to adapt to changing legislation, strengthen age-verification procedures and promote safer vaping compliance. From supermarkets and convenience stores to specialist vape retailers, businesses have invested significant time and resources into preventing underage sales and protecting young people. That is why reports like this are particularly saddening. While legitimate retailers continue to raise standards, illegal sellers are exploiting social media platforms to bypass the safeguards that have been built into responsible retail.
Stronger action is needed. Serve Legal is calling for tougher enforcement against those manufacturing, importing and distributing illegal vapes, alongside greater scrutiny of social media platforms where age-restricted and illicit products are being promoted to children. We believe there should be increased investment in compliance monitoring, test purchasing and enforcement activity, as well as tougher penalties for individuals and businesses found supplying illegal vaping products to underage consumers. At the same time, responsible retailers must continue to be supported in their efforts to uphold robust age-verification standards and prevent age-restricted products from falling into the wrong hands.
The vast majority of retailers want to do the right thing. However, they cannot tackle this issue alone. Regulators, social media companies, enforcement agencies and industry stakeholders must work together to prevent dangerous products from reaching young people and ensure that those profiting from illegal sales are held accountable.