The Government needs to ban flavoured and disposable e-cigarettes to protect children from the growing epidemic of vaping in the UK, doctors have argued.
The British Medical Association says bold action is needed and e-cigarettes have no rightful place in young people's lives.
The company says children are targeted with colors, brands and flavors, such as bubble gum and cotton candy, to market products that may lead to nicotine addiction.
It is estimated that about 8% of 11-17 year olds use e-cigarettes.
It is already illegal to sell e-cigarettes to anyone under 18, but Professor David Strain, chairman of the BMA's scientific committee, said children needed further protection.
“There's no denying that we live in an age of e-cigarette epidemic,” he said.
“E-cigarette use has increased significantly over the past decade, with one in ten adults now using e-cigarettes.
“But what's even more worrying is the rise in young people using e-cigarettes. There are nearly six times as many 11- to 17-year-olds e-cigarette users today compared to 10 years ago.”
“As a doctor, I understand the role e-cigarettes have in helping people quit smoking, but they have no rightful place in the lives of children and young people and we cannot afford to gamble when it comes to protecting their health.”
Prof Strain told BBC Radio 4's Today programme that e-cigarettes were designed to help people quit smoking.
“More than half of adults who use e-cigarettes are former smokers who have used e-cigarettes to successfully quit smoking,” he said, but he added that “flashy” packaging and flavours target young people.
BMA requests:
All e-cigarette flavours other than tobacco will be banned Disposable e-cigarettes will be banned All images, colours and branding will be banned on both packaging and e-cigarette devices, similar to current tobacco regulations E-cigarettes will be removed from store shelves and instead be sold behind the counter
The Conservative government introduced the Tobacco and Vaping Bill in February, which aims to “strike the right balance” between restricting children's access to e-cigarettes while maintaining access for adults who want to quit smoking.
According to the NHS, e-cigarettes are significantly less harmful than smoking, but their long-term risks have not been known for many years.
The bill aims to introduce simpler packaging and give authorities the power to ban the sale of refillable e-cigarette flavours aimed at children.
When Labour came to power, it announced it would reintroduce the bill, which would also gradually raise the tobacco purchasing age.
A Department of Health and Human Services official said: “The marketing of e-cigarettes to children and young people is completely unacceptable.”
“We have always been clear that while e-cigarettes can be an effective way for adult smokers to quit, children and adult non-smokers should never use e-cigarettes.”
“The Tobacco and E-Cigarette Bill will prevent e-cigarettes from being deliberately branded and marketed to appeal to children by regulating flavors and packaging, and changing how and where e-cigarettes are displayed in stores.”
The UK Vaping Industry Association said it agreed that stronger measures were needed to cut off young people's supply of e-cigarettes and illicit products.
But the report said a ban could further undermine the country's smoke-free goals by “empowering the black market,” discouraging adult smokers from switching to e-cigarettes and driving current e-cigarette users into the hands of black market dealers or back to cigarettes.
