Whether you're buying a vape in-store or online, the Challenge 25 policy is one of the most important age-verification rules in the UK. Every vape retailer — including supermarkets, specialist vape shops, and online stores — must follow it. But many people still aren’t sure what it actually means, what ID is accepted, or how it works when ordering online.
This guide explains the Challenge 25 rule in simple terms, how it applies to vaping in 2026, and what both customers and retailers need to know.
What Is the Challenge 25 Rule?
Challenge 25 is a retail policy that requires staff to ask for ID if a customer looks under 25 when attempting to buy an age-restricted product — including vapes, nicotine e-liquid and prefilled pods.
The legal age to buy vapes in the UK is still 18+. Challenge 25 simply adds extra protection against underage sales by checking anyone who could reasonably look under 25.
Why Challenge 25 Exists
- To prevent under-18s from accessing nicotine products
- To protect retailers from fines, licence removal or prosecution
- To comply with UK Trading Standards enforcement
- To keep vaping regulated and responsible
Every legitimate retailer should follow this policy — including all I Love Vapour stores and our online platform.
What Products Require Challenge 25 Checks?
If you look under 25, staff must ask for ID when purchasing:
- Vape kits (pod kits, starter kits, mod kits)
- Prefilled pod kits
- Nicotine salts
- 10ml e-liquid bottles
- Nicotine shots
- Coils or pods containing nicotine
Non-nicotine items (zero-nic pods, 0mg shortfills, disposables with no nicotine, accessories, chargers) may still be checked because they are linked to vaping products.
Accepted Forms of ID
Retailers must accept only valid, government-approved ID that proves age and identity. Accepted forms include:
- Passport
- Driving licence (full or provisional)
- PASS-approved cards (CitizenCard, Validate UK, etc.)
- Military ID
Photos on phones, student cards and birth certificates are not accepted.
Challenge 25 for Online Vape Orders
Even though you’re shopping online, UK law still requires age verification. Reputable vape stores (including I Love Vapour) use:
- Age verification software (e.g., matching name/address to credit databases)
- Age checks at checkout
- Courier ID checks for some orders
If your details don’t match, the system may ask you to upload a valid ID before your order is shipped.
What Happens If You Fail an Age Check?
If you cannot provide ID or fail an online verification:
- The sale must be refused
- Your order cannot be shipped
- Refund issued
This is a legal requirement — not a store preference.
Why Challenge 25 Protects You as a Customer
- It ensures all products come from licensed, legitimate retailers
- It reduces counterfeit and unsafe vape sales
- It keeps the industry compliant and trusted
- It helps maintain high-quality standards in UK vape shops
If a shop doesn’t ask for ID, that is a red flag. Trusted retailers always follow Challenge 25.
Challenge 25: Rules for Retailers (Quick Summary)
- Anyone who looks under 25 must be ID’d
- Only government-approved ID is valid
- Staff must refuse the sale if ID is not provided
- Posters and signage must be visible in store
- Online stores must use digital age verification tools
Failure to comply can result in:
- Fines up to £5,000
- Trading licence removal
- Criminal charges
- Store closure
Final Thoughts
The Challenge 25 rule is there to protect both customers and retailers. Whether you're buying in-store or online, ID checks are a normal part of purchasing vape products in the UK.
At I Love Vapour, we follow all UK regulations to ensure safe, legal and responsible access to vaping products — helping adults switch from smoking with confidence.