The UK vaping industry is heading towards one of its biggest changes yet. From 2026, the government will introduce the Vaping Products Duty (VPD), which will directly impact how e-liquids are priced across the country.
At Zeus Juice, we keep things clear and honest. Here’s what you need to know.
What Is the Vaping Products Duty (VPD)?
The VPD is a new tax applied to all vape e-liquids sold in the UK.
- £0.22 per ml of e-liquid
- Applies to all e-liquids, regardless of nicotine content
- Expected from 1 October 2026
How Will This Affect Prices?
Let’s break it down using one of our bestselling flavours:
Black Reloaded Shortfills
Black Reloaded Nic Salts
Price Comparison (Before vs After VPD)
|
Product |
Current Price |
Price After VPD |
|
10ml Nic Salt |
£4.49 |
£6.69 |
|
10ml Nic Shots |
£1.00 |
£3.20 |
|
50ml Shortfill |
£12.49 |
£23.49 |
|
100ml Shortfill |
£19.99 |
£41.99 |
Why Is This Being Introduced?
- Reduce youth vaping
- Align vaping with tobacco-style taxation
- Increase tax revenue
Will Nicotine-Free Liquids Be Taxed?
Yes, all e-liquids are taxed equally per ml.
What Is the Duty Stamp Scheme?
- Duty-paid markings required
- Illegal stock easier to identify
- Full compliance required
What This Means for You
- Prices will increase
- Larger bottles hit hardest
- More regulations
What This Means for Zeus Juice
The Vaping Products Duty is a major shift for the UK vape market. While prices will rise, the industry is moving towards a more structured and regulated future.
At Zeus Juice, we’ll continue delivering the bold flavours you expect, while adapting the right way.
We’re focused on:
- Maintaining premium flavour quality
- Keeping pricing as competitive as possible
- Being fully prepared ahead of the changes
Frequently Asked Questions (FAQ)
Will disposables be affected?
Yes, any product containing e-liquid will fall under the duty rules.
Why are bigger bottles more affected?
Because the tax is applied per ml, larger bottles accumulate much higher total duty.
Will vape prices increase before 2026?
Possibly. Some brands and retailers may begin adjusting prices gradually to prepare for the tax, manage cash flow, or offset rising compliance costs.
Do I have to pay the tax separately as a customer?
No. The duty will already be included in the retail price you see online or in-store.
Will multi-buy deals still exist after the tax?
Yes, but they may look different. Discounts will likely be smaller, as a larger portion of the price will be fixed by tax.
Will vape kits or hardware be taxed too?
No. The VPD applies specifically to e-liquids. Devices, coils, and accessories are not included in this tax.
How will this affect online vs in-store pricing?
Both will be affected equally, as the duty applies at product level. However, pricing strategies may vary slightly between retailers.
Will imports from outside the UK be cheaper?
Legally, imported products must still comply with UK duty rules. Cheaper options from abroad may not be compliant, which carries risk for consumers.
Will flavours be restricted further because of this tax?
The tax itself does not directly restrict flavours, but it comes alongside increasing regulation. Future flavour restrictions are possible but separate from the VPD.
Could the tax rate increase in the future?
Yes. Like tobacco duty, the rate could be reviewed and increased over time depending on government policy.
Will nicotine strength affect the tax amount?
No. The tax is based purely on liquid volume, not nicotine strength.
Will this make vaping less accessible for people switching from smoking?
Higher prices may create a barrier for some users, although vaping is still expected to remain cheaper than traditional cigarettes.
Will subscriptions or repeat orders be affected?
Yes. Any recurring orders placed after the tax comes into effect will reflect the new, higher pricing.
How will I know if a product is duty-paid?
Products will be required to carry official markings or stamps indicating that the duty has been paid.
Will there be shortages when the tax launches?
It’s possible. Changes like this can disrupt supply chains temporarily as brands and retailers transition to compliant stock.
Can I stock up before the tax comes in?
Yes, and many customers are expected to do exactly that.
Explore the full range here: Zeus Juice UK | Premium E-Liquid Made in the UK