From 1 June 2025, single-use vapes became illegal to sell, store, or supply across the UK. These products were a growing environmental hazard, littering streets, beaches, and parks, leaching chemicals into soil and water, and posing fire risks at recycling centres. Despite the law’s clear intent, misconceptions and confusion persisted among retailers and the public. Many small businesses were unaware of the timeline or unsure how to prepare. Others feared losing customers or profits. For the public, uncertainty around which products were banned and why created mistrust and misinformation.

Audience research revealed two critical barriers: 

• Retailers: while prompted awareness was high, many lacked practical understanding of what the ban meant for their business. Only 66% felt “very well prepared” in March. 

• Public: knowledge gaps around environmental impact and product definitions led to confusion and scepticism.

We needed to do more than inform, we had to educate and equip businesses and the public with clear, actionable guidance. 

Grounded in behavioural insight and social listening, our strategy focused on three pillars: 

• Connect: high-impact ATL activity through OOH and radio near vape retailers. 

• Engage: TTL and BTL channels delivering practical guidance, multilingual assets, and stakeholder toolkits. 

• Empower: position the ban as a step toward a cleaner, greener Wales.

Independent retailers were prioritised, supported by bespoke data for hyper-targeted OOH and door drops. 

The campaign centred on the message: ‘Single-use vapes are disappearing for good.’ Bold visuals, countdown graphics, and explainer animations reinforced urgency and clarity. Assets included OOH, bus rears, radio ads, digital bursts, direct mail, and multilingual leaflets, plus a stakeholder BrandKit.

Phased rollout ensured momentum: 

• Warm-up (Mar–Apr): stock reduction messaging. 

• Countdown (May): high-frequency ATL and digital activity. 

• Post-law (June): compliance reinforcement and disposal guidance

• Retailer awareness: 100% (+5%) 

• Retailer preparedness: 92% “very well prepared” (+21%) 

• Public awareness: 86% unprompted (+15%) 

• 6.4M impressions, 49,973 clicks 

• CPC as low as £0.17 on Display; Meta CTR peaked at 1.14% post-law 

Clear, practical messaging and targeted delivery helped turn uncertainty into confidence. Retailers were equipped to act, and the public understood the environmental reasons behind the ban. By combining urgency with clarity, the campaign supported compliance and reinforced Wales’ commitment to reducing waste.