Abstract
New vaping regulations that reduce the visibility and marketing of vaping products will come into effect on 17 June. While these measures will limit promotions that have appealed to young people, vaping companies have anticipated the new restrictions by offloading stock using value-based and referral promotions. This Briefing illustrates those promotions, explains how they work, and outlines regulatory gaps that still require attention. We call for further work to reduce vape store numbers and density, and introduce more proportionate regulation of smoked tobacco products, which remain the most harmful way to access nicotine.