Campaign launches in Hertfordshire to help young people understand the risks of vaping

A new campaign has launched across Hertfordshire to help raise awareness of illegal vapes amongst young people.

This year, Hertfordshire Trading Standards has seized over 28,000 illegal vapes from local retailers, as part of efforts to tackle unregulated products, which can contain harmful and unknown substances.

Hertfordshire County Council (HCC) has now teamed up with young people to launch a vaping campaign. 

The youth-led initiative aims to increase awareness around the dangers of illegal vapes, along with helping young people to understand the risks of vaping and nicotine addiction.

A key part of the campaign is a striking parametric sculpture in the shape of a brain, made from boxes of seized illegal vapes. 

Created by students from Herts Regional College, the ‘Vape Brain’ sculpture represents the impact nicotine dependency can have on mental health, as well as highlighting the scale of illegal vape sales within the county.

Over the coming months, the sculpture will visit schools throughout Hertfordshire – including Bushey and St Albans – to help start conversations about the risks associated with vaping. 

Milena is one of the 3D Design students involved with the ‘Vape Brain’ project. She said: “Young people are often targeted by vaping companies through flavours and packaging, which makes vaping seem harmless.

“Many don’t fully understand the long-term health risks. Raising awareness allows young people to make more informed decisions instead of being influenced.”

Since 2019, youth vaping has almost doubled among 11-17 year olds. Yet rates in Hertfordshire are lower than national figures.

A recent survey by Action for Smoking and Health (ASH) in conjunction with YouGov, found that while vaping rates are stabilising, there are still signs of growing dependency amongst young people.

In June 2025, it became illegal for businesses across the UK to sell or supply disposable vapes. Last year, the government officially introduced the Tobacco and Vapes Bill in Parliament, in an attempt to curb youth vaping. The Bill is currently under parliamentary review within the House of Lords.

The proposed legislation if made law, would see several measures come into effect – including new rules for retailers selling tobacco, vapes and nicotine products.

The Bill will also ban the advertising and sponsorship of vaping products. Additionally, it will provide the government with powers to regulate the flavours, packaging and display of vapes. 

Less than 40% of young people in Hertfordshire believe vaping harms health. While vaping is less harmful than smoking, there are some risks. Most vapes contain nicotine, which can affect young people’s health in a variety of ways – according to the NHS.  

Deputy Executive Member for Public Health and Community Safety, at Hertfordshire County Council, Dr Allison Wren, said:

“Many young people mistakenly believe that vaping helps with stress, but nicotine dependency can actually increase anxiety and other mental health issues.

“This campaign aims to challenge misconceptions and empower young people to make healthier choices.

“Our priority is to support our children and young people to be happy and healthy so that they can thrive and achieve their potential, and I’m delighted that young people have been so instrumental in this campaign.

“We urge parents, schools, and young people to be vigilant and report any suspected illegal sales via our website.”

For more information on the campaign visit: www.hertfordshire.gov.uk/VapeBrain