The Co-op is removing a point of sale vape promotion from all its stores after entrepreneur influencer Simon Squibb called the practice “a disgrace”.
Squibb – known for his videos where he asks members of the public what their dream is and encourages them to follow it – took to LinkedIn after seeing a two for £10 promotion on Lost Mary vape devices displayed alongside a PoS card reader in a Co-op store.
“I used to like Co-op. I loved their commitment to building a community. But this tells us they don’t really care at all,” Squibb posted.
“Trying to influence their own customers, their own community, to consume poison is beyond disgusting,” he continued. “You don’t get to pretend to be purpose-driven and push addiction for a margin bump. You don’t get to say you care and sell out the people you claim to serve.”
Co-op responded to the post – which has received thousands of reactions and close to 400 comments – by saying the signage is now being removed from all stores.
“Do you know what – you’re right,” the convenience retailer replied. “Of course, we want our customers to be able to buy what they want and offer them the choice of products they expect, but we can see this in-store signage didn’t meet the high standards we hold ourselves too. We are sorry. Learnings have been made.”
Co-op’s response was described by several LinkedIn users as “a brilliant response”. Although some questioned if they were “only replying as he [Squibb] has 200,000 followers”.
The advertising of vaping products is heavily restricted and not permitted on TV or radio or in paid-for social media ads.
In physical stores, vapes must be kept behind the counter or in an enclosed display not accessible without staff assistance. From March, secondary legislation in the Tobacco & Vapes Bill is expected to effectively ban the display of vape products in most retailers, with the exception of specialist vape stores.
According to a July survey by Action on Smoking and Health (ASH) there has been a “significant increase in awareness of promotion of vapes” among 11 to 17-year-olds in recent years, particularly in shops. Some 37% said they had seen vapes being promoted in shops in 2022, rising to 55% in 2025, alongside a decline in those saying they don’t see vapes being advertised.
Squibb – who frequently advocates against smoking and drinking – argued Co-op’s promotion was working against those who had quit vaping.
“Imagine someone who’s just quit vaping. It took incredible constraint and bravery for them to stop. They walk into Co-op to buy food to survive… and they’re ambushed by the very thing they fought so hard to avoid,” he wrote.
Co-op told The Grocer Squibb’s post had prompted a policy change regarding vape promotions.
“Moving forward, we will no longer advertise vape promotions at self-service tills,” a spokesman said.
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