South Africa’s Vaping Industry Steps Up to Protect Youth

Tackling Youth Access and Marketing

Youth-targeted advertising and easy access remain major public health challenges. VPASA requires its members to follow a strict Code of Conduct banning marketing aimed at young people.

The association’s Youth Access Prevention (YAP) campaign encourages responsible marketing, packaging, and sales practices. Recognising that some players may ignore these standards, VPASA helped establish the Advertising Regulatory Board (ARB) Vaping Code, a voluntary framework that monitors online and social media advertising. This independent oversight ensures swift action against violations and complements government regulations.

Compliance Measures in Retail

VPASA enforces rules through a nationwide mystery shopper programme. Trained evaluators check whether retailers comply with age restrictions, identifying gaps and holding members accountable.

Inspired by the UK’s Challenge25 programme, VPASA introduced its own version, requiring ID checks for anyone appearing under 25. This extra layer helps prevent minors from accessing vapour products and addresses proxy purchasing, where adults buy on behalf of youth.

Online Sales and Emerging Risks

E-commerce has created new challenges for age verification. VPASA has engaged courier companies and fast-moving consumer goods stakeholders to develop ID-check protocols at delivery. The industry is exploring technology solutions to verify adult purchasers effectively, extending youth protection beyond physical stores.

Setting a Model for Responsible Industry

VPASA’s combined strategy internal codes, independent advertising oversight, retailer guidance, and stakeholder engagement demonstrates how self-regulation can work.

The approach balances youth protection with adult access to less harmful alternatives, supporting public health.

The association urges regulators, industry players, civil society, parents, and educators to support these measures. Preventing youth vaping is not the industry’s responsibility alone, but collaboration can make protection efforts more effective and sustainable.

South Africa’s vaping industry shows that responsible self-regulation can safeguard youth while helping adult smokers make healthier choices.

{Source: IOL}

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