Back to basics: the role of vaping in Britain
Stephen Rooney, UK Head of Government Affairs, Imperial Brands
A new Action on Smoking and Health report shows how proposed restrictions on vapes are sending mixed messages and risks pushing those who are trying to quit smoking back towards tobacco
If you smoke, vaping is much safer. Those are the words of Chief Medical Officer Sir Chris Whitty. According to health officials, every year, these devices help between 50,000 - 70,000 smokers to kick the habit, but this progress is at risk of going into reverse.
Action on Smoking and Health’s (ASH) recent report1 paints a worrying picture of consumer confusion, in large part as a consequence of mixed messaging from the authorities.
ASH states that ‘half of all adult smokers now incorrectly believe vaping is more or equally as harmful as smoking. This is the highest ever proportion with this misconception’. It is also a significant increase on 2023, when this figure stood at 43 per cent. This despite Public Health England stating that vaping is 95 per cent less harmful than smoking tobacco2 and research from Cancer Research UK showing legal e-cigarettes are far less harmful than smoking3. If these misperceptions are left unchallenged, they will lead to worse health outcomes for smokers who have an opportunity to switch to vapes.
Starmer’s government has a decision to make on future vape regulation. ASH’s research shows 2.7m ex-smokers who quit in the last five years used a vape, and 30 per cent of vapers use disposable vapes1, with standard fruit flavours particularly popular. These devices and flavours are helping adult smokers to quit. This is important research which the new government must take on board.
Health Secretary Wes Streeting has previously promised to come down on the vaping sector ‘like a ton of bricks’. It’s right that Streeting looks to tackle the issues of youth vaping and the illicit market. He must also tackle the boom of irresponsible and non-compliant ‘mega puff’ devices, which are aimed at minors and are not covered by the prospective disposables ban.
It is already illegal for under-18s to purchase vapes. Young people should never be allowed to access vapes, but illicit devices are flooding in from countries like China, as can be seen in shops on every high street. It is for the authorities to ensure that laws are strictly enforced.
The government must get serious about funding Trading Standards and ensuring they have the resources to take action against those who are flouting the rules. A practical step would be to bring forward the introduction of vape excise from 2026 to 2025, which would generate more revenue for the Exchequer and bring order to the market, making it easier to spot non compliant vapes.
Evidence from other countries that have implemented blanket bans shows they simply drive the market underground. Despite Australia banning disposable vapes, last year 120m products were illegally imported into the country from China alone4. Nearly one fifth of high school students in Australia still vape.
If we follow Australia’s example, we will simply increase the proliferation of illegal and untested black market vapes available to young people, rather than limiting the availability of disposable vapes. As a responsible business, Imperial Brands welcomes proportionate and effective regulation that will encourage smokers to quit while deterring youth uptake of vaping. However, any regulation must not be to the benefit of organised crime groups or non-compliant suppliers.
It’s time to get back to basics on the public health benefits that vapes can offer smokers. The government must follow the ASH research, change the narrative around vapes to ensure smokers are encouraged to quit, and enforce existing regulations to curb the illicit market. Only then can the smokefree ambition be realised.
1. Use of vapes (e-cigarettes) among adults in Great Britain. Action on Smoking and Health, August 2024
2. E-cigarettes: an evidence update. Public Health England, August 2015
3. Can vaping cause changes in our cells? Cancer Research UK, March 2024
4. Briefing on the Prohibition of Vaping and Organised Crime. Dr Colin Mendelsohn et al, February 2024
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