Rishi Sunak has said he worries about his young daughters being targeted by adverts for highly addictive vapes.
The Prime Minister, who has two daughters, Krishna, 12, and Anoushka, 10, said that the Government was looking at cracking down on the vaping industry amid fears children are getting hooked on colourful nicotine-filled products like Elf Bars.
"I have two young girls. I’m also worried about that," he told This Morning.
"That's why we've actually recently funded a new hit squad that's gonna go in and tackle all these shops that are illegally selling vapes to children, which is already illegal.
"We're looking at how we can strengthen the rule on how they're marketed, promoted, and what they look like.
"It looks like they are targeted at kids, which is ridiculous. I don’t want my kids to be seduced by these kinds of things."
The Department of Health and Social Care announced last month that illicit vape hit squads would step up test purchasing and removing illegal products from shops.
Health minister Neil O'Brien said officials will also be collecting evidence on the reasons young people take up the habit.
Keir Starmer has already committed to changing advertising rules to prevent vapes being promoted to children, both on TV and social media.
Mr Sunak was also forced to deny he'd let Home Secretary Suella Braverman "off the hook" after she tried to seek special treatment when she was caught speeding last summer.
He said: "I haven't let her off the hook," as his ethics adviser Sir Laurie Magnus had "said we can close the matter here, so that's what we've done".
Mrs Braverman was accused of breaching the code by asking taxpayer-funded civil servants to help with a private matter.
She later accepted a fine and penalty points on her driving licence for the speeding offence.
In his first appearance on This Morning as PM, Mr Sunak also let slip his love of Jilly Cooper's bonkbuster novels.
Reeling off titles like 'Riders' and 'Rivals', he said: "You need to have escapism in your life... It's good to be able to get away from your day to day, whether it's the TV you watch or the books you read."
* Follow Mirror Politics on Snapchat, Tiktok, Twitter and Facebook
