A growing number of people in Great Britain now believe vaping is as harmful as or more harmful than smoking, according to new research. The findings have prompted renewed calls for clear public information on tobacco harm reduction.

Misunderstanding vaping risks

The latest annual survey by Action on Smoking and Health (ASH), conducted by YouGov between March and April 2025, shows a record level of misunderstanding among young people and adult smokers. Of the more than 13,000 adults and 3,000 young people polled, 63% of those aged 11 to 17 think vaping is as or more harmful than smoking, while 53% of adult smokers share this incorrect belief. In 2019, that figure was just 27%.

ASH chief executive Hazel Cheeseman said: “Misconceptions about the relative harms of vaping are acting as a barrier to switching among people who smoke, meanwhile children remain exposed to products designed to appeal to them.” The charity warned that these misconceptions could slow progress in reducing smoking rates, as vaping remains one of the most effective aids to quitting.

Youth vaping trends

The survey found that 20% of young people aged 11 to 17 have tried vaping, equivalent to about 1.1 million individuals, with 7% currently using vapes. Of these, 40% vape daily, representing around 160,000 young people. Regular vaping has slightly decreased to 4%, but the proportion of young people who have ever smoked rose from 14% in 2023 to 21% in 2025. ASH said this increase raises concerns about dual use and gateway risks.

Adult perceptions and policy implications

Among adults, 56% believe vaping is as harmful as smoking, and for current smokers who have never tried vapes, the figure rises to 63%. Professor Ann McNeill of King’s College London said: “Vapes are among the most effective tools for quitting smoking so this confusion may slow progress in reducing smoking rates. Clear public health messaging is urgently needed.”

The findings come as the government advances the Tobacco and Vapes Bill, which seeks to reduce youth vaping by regulating product design, marketing, and sales. The legislation includes a ban on disposable vapes from June 2025. Supporters believe the bill balances deterrence for young people with encouragement for adults to switch. However, ASH warns that while youth experimentation has stabilised, confusion about vaping harms may undermine the UK’s smoke-free target.

Industry response and public education

Imperial Brands, the maker of heated tobacco and vaping products, is stepping up efforts to promote accurate information on tobacco harm reduction. The company said, “At Imperial Brands we’re keen to ensure consumers have the right information when it comes to understanding the tobacco harm reduction potential of next generation products compared to cigarettes.”

To counter common myths, Imperial Brands Science has launched short educational videos addressing key misconceptions:

• Popcorn lung: The condition is not linked to modern UK-regulated vapes, as diacetyl is banned.
• Product safety: Next generation products undergo extensive testing, with evidence from Public Health England confirming they are far less harmful than cigarettes.
• Passive exposure: Passive vaping produces minimal aerosols and poses negligible risk compared with second-hand smoke.
• Nicotine: Nicotine is addictive but not the main cause of smoking-related disease, which comes from combustion.

Imperial Brands said it hopes the initiative “continues to highlight the positive impact next generation products can have on public health.” The company’s research, supported by independent studies, indicates reduced toxicant exposure in these products.

Calls for stronger government action

Public health experts caution that industry-led efforts should complement, not replace, independent education. ASH’s Hazel Cheeseman urged faster government action, saying, “We must urgently pass regulations to reclaim vaping as a quit aid, reduce youth access, and get the UK back on track to end smoking.”

With smoking still causing around 76,000 deaths annually, experts agree that bridging the knowledge gap on vaping harm reduction is critical. As the Tobacco and Vapes Bill moves through Parliament, public health advocates and industry leaders alike emphasise that accurate information remains the key to progress.