Pilot Project: Ashford

LVA commissioned consumer research of 200 adults in the Ashford area in May 2025.
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.
Local Vape Action (LVA)

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.“

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