LVA is a local partnership approach delivering targeted action and engagement to address specific vaping related issues
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Mission
LVA’s primary purpose is to support the development of effective local strategies, ensure that vapes are only used and accessed by adults in local communities, with a particular emphasis on preventing underage vaping and increasing retail compliance.
LVA’s mission is achieved via a partnership approach embracing Education (of all vape retailers), Engagement (of the local community), Enforcement (linked to Challenge 25 policy and preventing proxy purchase) and Evaluation (of LVA projects).
Local Vape Action (LVA) is a partnership approach to tackling vaping issues at a local level. Bringing together the vape sector via the Independent British Vape Trade Association (IBVTA)[1] and local authority partners to identify and target specific areas. LVA’s work is inspired by the work of the Community Alcohol Partnership (CAP). LVA began with a pilot approach Tunbridge Wells as identified by local authority partners in Kent. The results of this pilot and other pilot phases, including Ashford and Maidstone will inform the ongoing development of a national LVA that is set to launch later 2026/2027, that will provide support to local LVA projects across the UK.
[1] The IBVTA is the trade organisation for all responsible and ethical independent vape businesses and represents the UK’s leading vape manufacturers, importers, distributors and retailers. The IBVTA and its members are entirely independent from the tobacco industry.
The national LVA that will be formally launched in 2026/27 would identify local needs, facilitate the assembly of the local LVA partnership, offer start-up funding and expert advice, provide a toolkit of interventions, share best practice gathered across the national LVA network and supply a rigorous evaluation system. A key part of the support offer is the development of a team of highly skilled regional advisers whose role is to provide advice and support to local partnerships.
Each local LVA scheme or project will devise an action plan that is uniquely tailored to local need with the overarching aims to protect children and young people from vape harm and increasing compliance particularly among retailers.
A pilot project involving local partners from trading standards, police, community safety teams, public health and the Independent British Vape Trade Association (IBVTA)[1] was launched in September 2024. The aim and focus of the project is to address under-age vape sales through a series of interventions, supported by a communications campaign.
The project launch focussed on engagement with retailers in the Tunbridge Wells area to introduce them to the LVA and provide branded guidance information on how to stay compliant with statutory regulations covering product compliance, under-age sales and vape takeback.
Further visits took place during autumn 2024. This included test purchasing exercises to check retailer usage of Challenge 25. In certain instances non-compliant vapes were removed.
The pilot also involved direct engagement with members of the community including during Community Safety Week in late October.
Research of Tunbridge Wells residents was conducted in December 2024.
Kent Trading Standards via their local partners agreed to focus a pilot in Tunbridge Wells. Partners include Kent police, trading standards, public health and the community safety unit along with the Independent British Vape Trade Association (IBVTA).
An LVA in Tunbridge Wells would be a positive extension of the work that Kent County Council and partners have already undertaken in tackling illegal vapes.
A project plan was developed including baseline understanding, planned engagement and interventions, communications and evaluation. Examples include:
Pop-up event in Tunbridge Wells (October 2024)
as part of Community Safety Week
LVA branded guidance materials.
Trading Standards (TS) visits to stores selling vapes
Test purchasing and enforcement led activity
Store pop-ups in Tunbridge Wells linked to community safety activity
Community newsletters to local residents
Communications to vape retailers to highlight used vape take back requirements
LVA partner insights, supplemented by new evaluation research in December 2024.
Pilot launched in September 2024
The event in Tunbridge Wells was attended by LVA partners, along with Kent County Council Cabinet Member, Tunbridge Wells Borough Council and the MP for Tunbridge Wells.
The LVA launch received widespread media coverage from broadcast, online and trade.
ITV News coverage of the LVA launchIBVTA, Kent County Council and the MP for Tunbridge Wells
December 2024
Early assessment of the impact of the LVA
Following several visits to Tunbridge Wells, in December 2024 enforcement agencies reported a reduction in illegal sales of vapes.
Independent research conducted in December 2024 of 200 adults in the Tunbridge Wells area revealed that 84% supported the implementation of the LVA.
A full evaluation report was published in March 2025 and available on request via the LVA email. The LVA is also referenced on Kent County Council’s website
LVA commissioned consumer research of 200 adults in the Ashford area in May 2025.
A second LVA pilot was launched in May 2025 in Ashford.
To support the launch of the LVA in Ashford, Trading Standards conducted Challenge 25 visits across the town and newly commissioned research also identified the following:
LVA commissioned consumer research of 200 adults in the Ashford area in May 2025 (copy available on request):
57% are aware of illegal vapes being sold in the Ashford area (either very aware, seen or heard about it in the news, heard about it from other people or suspected it).
17% have seen (or strongly suspected) illegal vapes being sold in Ashford and 80% of those reported it to authorities (64% reported to the Police, as well as Citizens Advice, local council and Crimestoppers).
66% were either somewhat or fully aware of Local Vape Action (LVA).
92% believe the LVA is either a good or excellent initiative.
89% of all those surveyed said they would report illegal vapes to vapes@kent.gov.uk if they knew action would be taken.
Of potential actions in Ashford, 32% would like to see reduced visibility of vapes in shop windows, 27% reported action against businesses selling to children, 23% visible Challenge 25 signage, 16% action against retailer that are not compliant with recycling requirements.
The results of this project and other planned phases are informing the ongoing development of a national LVA that is set to launch 2026/27, that will provide support to local LVA projects across the UK.
Commenting on the Ashford LVA.
Mark Rolfe, Head of Community Protection at Kent County Council said:
“Kent County Council Trading Standards is proud to champion the launch of the LVA in Ashford, building on the success of its pilot in Tunbridge Wells. This groundbreaking initiative strengthens responsible vape retailing by fostering collaboration between industry leaders, local partners, and retailers.
By raising awareness amongst retailers about their legal responsibilities regarding age-restricted sales, the LVA is taking meaningful action to curb underage access to vapes in our communities.
Supported by, Trading Standards, the Police, and local Community Safety Units, the LVA is driving real change—advising businesses on compliance, educating consumers about the dangers of non-compliant products, and ensuring everyone stays informed on evolving vape regulations.
I’m excited to see this initiative flourish and make a lasting, positive impact across Kent.“
Following the launch of the initial LVA pilot in Tunbridge Wells in September 2024 and Ashford in May 2025, a third LVA pilot is launching in Maidstone on 13th February 2026.
Since the single use vape ban on 1st June 2025, Trading Standards have recorded compliance rates in Tunbridge Wells of 90%, 10% higher than non-LVA areas in Kent.
The LVA brings together representatives from Kent trading standards, Kent Police, Kent Community Safety teams and Kent Public Health as well as industry [1] , and Maidstone Borough Council. LVA is a local partnership approach delivering targeted action and engagement to address specific vaping related issues.
New research shows 85% of residents in the Maidstone area support the development of the LVA.
69% are aware of illegal vapes being sold in the Maidstone area of Kent (either very aware, seen or heard about it in the news, heard about it from other people or suspected it).
LVA
Local Vape Action (LVA) is a partnership approach to tackling vaping issues at a local level. It brings together local authority partners as well as the vape sector via the Independent British Vape Trade Association (IBVTA), to identify and target specific areas.
LVA began with a pilot in Tunbridge Wells as identified by local authority partners in Kent. As part of the project retailers received visits from trading standards to check that they are meeting their statutory obligations, utilising targeted LVA guidance, including age-verification policies, in-store signage and retailer awareness of compliant vape products and vape takeback for used vapes. This builds on the positive work that Kent County Council has undertaken in tackling illegal vapes.
LVA commissioned consumer research of 200 adults in the Maidstone area in January 2026 (copy available on request):
69% are aware of illegal vapes being sold in the Maidstone area of Kent (either very aware, seen or heard about it in the news, heard about it from other people or suspected it).
23% have seen (or strongly suspected) illegal vapes being sold in Maidstone and 36% of those reported it to authorities (53% reported to the Police, as well as Citizens Advice, local council and Crimestoppers).
30% were either somewhat or fully aware of Local Vape Action (LVA).
85% believe the LVA is either a good or excellent initiative (12% are neutral, 1% do not support).
84% of all those surveyed said they would report illegal vapes to vapes@kent.gov.uk if they knew action would be taken.
Of potential actions in Maidstone, 27% would like to see reduced visibility of vapes in shop windows, 28% reported action against businesses selling to children, 23% visible Challenge 25 signage, 21% action against retailer that are not compliant with recycling requirements.
89% believe it is either a good or excellent initiative to place visible LVA signage in retailers’ windows if they pass Challenge 25 checks, have evidence of vape take back and only sell compliant vapes.
14% either regularly or occasionally vape. 64% of those were aware that you can recycle vapes of which 64% currently recycle their vapes.
48% believe vaping is not less harmful than smoking (29% believe it is less harmful)
Commenting on the launch in Maidstone, Kent.
Helen Grant MP, Conservative MP for Maidstone and Malling said: “Illegal vaping is an issue I hear about from constituents and, sadly, one I have seen first-hand when out on Maidstone’s high streets. I am particularly concerned around the availability of illegal products and the impact this is having on young people.
That is why initiatives like Local Vape Action are so important. By bringing together local authorities, enforcement teams and community partners, this project shows how targeted, locally-led action can address specific problems and deliver real results on the ground.
I strongly welcome the launch of Local Vape Action in Maidstone and will continue to support practical measures that crack down on illegal sales, protect children, and ensure the rules are properly enforced.“
Jim Whiddett, Operations Manager at Kent Trading Standards said: “The LVA has brought partners and retailers together to support responsible retailing of vapes.
By working together, we can have a positive impact and reduce the risk of illegal and potentially dangerous vapes being sold in Kent.”
Councillor David Naghi, Maidstone Borough Council’s Cabinet Member for Community Cohesion and Safety said: “Maidstone Borough Council is delighted to be part of Local Vape Action and support the development of local strategies to promote the responsible and legal sale and use of vapes in the Borough.
Successful pilot projects in Tunbridge Wells and Ashford have demonstrated that by uniting Trading Standards, Kent Police, MBC’s community safety team, public health partners and the vape industry, we can undertake a co-ordinated approach to educate and support responsible retailers, whilst dealing robustly with those who will continue to operate illegally.”
[ 1 ] The IBVTA is the trade organisation for all responsible and ethical independent vape businesses and represents the UK’s leading vape manufacturers, importers, distributors and retailers. The IBVTA and its members are entirely independent from the tobacco industry.
