Vapes with colourful packaging, or with names or flavours inspired by sweets and cocktails, could be banned as part of plans to stop them being marketed to children.
Health Secretary James Murray said it was clear too many were being lured into experimenting - as a result, the government will launch a 12-week consultation.
Under the new proposals, packs would need to be plain with strict limits on branding and only simple flavour descriptions like "apple" or "cola" used.
Other restrictions would move vapes out of sight in shops, similar to how cigarettes and tobacco are currently sold.
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