New vape tax could drive consumers towards dangerous fake vapes, experts warn – as millions of fake vape products seized since 2022

The UK’s new tax on vape products could make illicit and counterfeit vapes more tempting to price-conscious consumers, with experts warning that fake products can carry serious health and safety risks.

From 1 October 2026, vaping liquid will be subject to a new duty of £2.20 per 10ml plus 44p VAT. For heavier users, the additional cost could run into hundreds of pounds a year, potentially creating greater demand for cheaper alternatives.

But experts are warning that saving money by buying illicit or counterfeit vapes could come with risks that consumers cannot see. Over 5 million illegal vapes were seized across the UK from 2022 up to the end of 2025, and experts warn the new vape tax could make cheap illicit products even more tempting.

Unlike products purchased through legitimate supply chains, illicit vapes may not have been manufactured to the same standards or contain what their packaging claims. This could leave consumers exposed to unknown ingredients, inaccurate nicotine strengths, contaminated liquid or poorly manufactured hardware.

Salman Essap, founder of Vape and Go, explains:

“The biggest concern with the illicit vape market is that you don’t necessarily know what you’re getting.

“A legitimate vape should give you clear information about its ingredients, nicotine strength and the amount of liquid it contains. With a counterfeit or illicit product, that information may not be reliable.

“That could mean someone is inhaling substances they weren’t expecting to be in the liquid, or consuming considerably more nicotine than they realise.

“There are also concerns around the physical safety of counterfeit devices. Poor-quality batteries or electrical components can increase the risk of overheating, leaking, malfunctioning or, in the worst cases, causing burns or fires.

“These aren’t risks worth taking just to save a few pounds. The problem is that consumers may not be able to identify a dangerous product simply by looking at it, particularly when counterfeit products are designed to look almost identical to legitimate brands.

“The new duty could make this even more important. If regulated products become more expensive, illicit sellers have an opportunity to attract people with prices that appear far more appealing.

“Consumers should be particularly wary of products that are dramatically cheaper than they would expect, especially when they’re being sold by an unknown or unofficial seller.”

What could go wrong with illicit or fake vapes?
Unknown or harmful ingredients
Counterfeit and illicit e-liquids may not contain exactly what is stated on the packaging. Without a legitimate supply chain and appropriate compliance checks, consumers may have less certainty about the substances they’re inhaling.

Incorrect nicotine levels
A product labelled with a particular nicotine strength may not necessarily contain the amount stated. Unexpectedly high nicotine levels could increase the risk of nicotine-related effects such as nausea, dizziness, headaches and a rapid heartbeat.

Contaminated e-liquid
Poor manufacturing, storage or handling can potentially introduce unwanted substances into vaping liquid. Consumers may have little way of knowing how an illicit product was produced or stored before it reached them.

Poor-quality batteries and hardware
Counterfeit devices may use inferior components or batteries that have not undergone the same safety checks as legitimate products. Faulty hardware can overheat, leak or malfunction, potentially causing burns or fires.

No reliable traceability
If someone experiences a problem with an illicit product, identifying the manufacturer, reporting the issue or getting reliable information about what the product contains can be much more difficult.

How much could the new tax add?
The Vaping Products Duty is charged according to the amount of liquid:

2ml pod: 44p duty / 52.8p including VAT
10ml bottle: £2.20 duty / £2.64 including VAT
50ml: £11 duty / £13.20 including VAT
100ml: £22 duty / £26.40 including VAT
For heavier users, the additional cost could add up to:

50ml per month: £158.40 extra per year
100ml per month: £316.80 extra per year
200ml per month: £633.60 extra per year
How to avoid fake and illicit vapes
Salman adds:

“Consumers shouldn’t assume that a vape is safe simply because the packaging looks professional.

“Buy from reputable retailers, check the product information carefully and be cautious about products being sold through unofficial channels.

“As the new duty comes into force, consumers should also look for the appropriate duty stamp where applicable. There is a transition period for older stock, so the absence of a stamp alone doesn’t necessarily mean a product is illicit.

“Most importantly, don’t let a very cheap price override common sense. If something is dramatically cheaper than every legitimate alternative, there’s a reason to question where it has come from.

“Saving money on a vape isn’t worth potentially exposing yourself to an unknown product or putting yourself at risk from unsafe hardware.”