Vape Tax Survival Guide

A new vape tax is coming in on 1st October. Here's what you need to know

A new tax on e-liquid is coming - and the date is approaching fast! But don't panic (yet)! A sell-through period means you'll be able to get your vape juice and pods at the same price for the time being.

What happens in the sell through period?

UK retailers can sell vape juice at today’s prices, without the tax, until 31st March 2027 as long as it was made before 1 October 2026.

At E-Cigarette Direct prices will NOT immediately increase, and we anticipate we will have enough pre-duty e-liquid and pods for several months.

How much extra will my vape juice cost?

Vape juice will be taxed at 22p per ml - but don't forget VAT will be charged on top of the tax, so the real extra cost is 26p per ml. The extra you will pay for different products is shown below. 

Should I stock up?

Remember, the sell-through period doesn’t end until 1st April 2027. While some shops, including supermarkets, are planning to increase prices immediately, we should have pre-duty stock available for several months.

Because of that, it’s best to avoid panic buying. If you want to stock up, we recommend doing so gradually, adding extra bottles or pods to every order.

This helps you to get a greater range of expiry dates, ensuring you can enjoy your e-liquid at its best, and spread the cost of your purchases.

Will I be able to get around the tax with shortfills?

No, zero nicotine e-liquid will be taxed at the same rate as 10ml. In fact, they will see the largest price increase, costing an extra £26.40 (with VAT) per 100ml bottle.

Will I be able to get around the tax with DIY e-liquid?

HMRC have thought hard about potential loopholes and have tried to close them. For example, they plan to tax bases for e-liquid such as propylene glycol and vegetable glycerine.

How long does vape juice last? 

Vape juice typically lasts several years. Some manufacturers use a best before date of two or three years after the date of manufacture. After this date, the taste may start to change.

What happens if the colour of my vape juice changes?

E-liquid typically changes colour after time, especially if exposed to air, warmth and light. This does not affect taste or nicotine.

How can I make e-liquid last longer?

To avoid colour changes and maximise shelf life, keep pods and e-liquid in a cool dark place - a fridge is ideal, but a dark shelf works if you don’t have room in the fridge.

Can I freeze e-liquid?

You can put e-liquid in a freezer. It typically won’t freeze, but the conditions help it last longer. Before using it, bring it up to room temperature and shake before use.

For more advice, see 7 Proven Tips to Make Vape Juice Last Longer. For more detail about the vape tax, see our blog guide UK Vape Tax 2026: Vaping’s About to Get Expensive.

How can I stay up to date with what’s happening?

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