A leading vape brand has committed to axing flavours that could be appealing to children.

Elbar and its sister brand Lost Mary has said it will drop dessert and soft drink flavours. Elfbar has also called for a new licencing regime for vapes that would be similar to cigarettes and alcohol, reports the BBC.

The two brands reportedly make up more than half of the UK’s disposable vape sales. While a consultation on new rules for vapes is set to run until December 6.

Both Elfbar and Lost Mary are owned by Shenzhen iMiracle Technology. Elfbar has already dropped Bubble Gum, Cotton Candy, and Rainbow Candy flavours from its range, while Gummy Bear has been rebranded as Gummy – although that is set to be dropped.

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An Elfbar spokesman told the BBC the changes will take some time to filter through the supply chain, so may take a while for it to filter onto the shelves. Elfbar has called for tighter restrictions on vape sales, such as a licencing regime for retailers and rules requiring vapes to be displayed behind the counter.

The Elfbar spokesman said: “The introduction of such a regime would mitigate children’s access to vapes and make it easier for the authorities to better regulate the sale of vaping devices. Furthermore, we believe it would help combat the growing illicit vape market and drive increased rates of vape recycling.”

The UK’s third-largest seller, London tobacco company BAT, also called for regulations on vapes. It comes as around a third of the UK’s vapes are thought to miss legal requirements on nicotine strength and tank capacity.

Elfbar argues an introduction of a new tax on vapes, similar to that charged on tobacco, would drive former smokers to illegal vapes or even a return to cigarettes.

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Hazel Cheeseman, deputy chief executive of the anti-smoking charity Action on Smoking and Health (ASH) told the BBC: “It is no surprise that Elf Bar have failed to strike this balance in their recommendations with a series of half measures that will fail to adequately protect children”.

She argued an extra tax on vapes would help address the illicit market. In a survey this year, ASH found that 50% of 11 to 17-year-olds who had tried vapes had tried an Elfbar, and 25% had tried Lost Mary.

Councils have previously called for an outright ban on disposable vapes. They claim they appeal to youngsters, cause a litter problem and pose a possible fire hazard.

A consultation on e-cigarette regulations runs until December 6. It is thought legislation could be introduced in England, Scotland and Wales, “as soon as possible”.

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