A new survey has highlighted widespread confusion over the risks of vaping compared to traditional cigarettes, with nearly two-thirds of young people incorrectly viewing e-cigarettes as equally or more dangerous.

The 13th annual Action on Smoking and Health (ASH) survey, conducted in early 2025, polled over 13,000 adults and 3,000 young people aged 11–18 across Great Britain. It found that:

• 63% of young people and 53% of adult smokers believe vaping is as harmful, or more harmful, than smoking.
• Among smokers who have never tried vaping, this misconception rose sharply from 27% in 2019 to 63% in 2025.
• Overall, 56% of the UK public shares this misunderstanding, up from 43% in 2023.

Experts attribute this shift largely to media coverage that fails to clearly distinguish the potential harms of smoking and vaping. “We are stuck in a dangerous limbo,” said Hazel Cheeseman, chief executive of Action on Smoking and Health. “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.”

Imperial brands launches video series to debunk myths

In response, Imperial Brands has launched a video series aimed at correcting vaping misconceptions and promoting understanding of next generation products (NGP), including vapes and tobacco-free oral nicotine pouches. The series targets both consumers and policy-makers with explanations grounded in scientific research.

The videos address common myths, including:

• Regulation: Contrary to some beliefs, UK-regulated nicotine vapes must meet strict safety standards, including limits on ingredients and emissions testing.
• Popcorn lung: The rare condition bronchiolitis obliterans, linked to diacetyl exposure in popcorn factories, has no confirmed cases linked to UK-compliant vaping products. Diacetyl is banned in regulated e-liquids.
• Relative harm: Vapes expose users to far fewer toxins than cigarettes, with Public Health England estimating a 95% lower risk.
• Passive exposure: Secondhand vape aerosol contains minimal harmful chemicals compared to cigarette smoke, though caution is advised around children.

“Science plays a central role in understanding and communicating the public health potential of next generation nicotine products,” said Dr Thomas Nahde, head of Harm Reduction & Engagement at Imperial Brands. “Unfortunately, misinformation continues to shape public perception – discouraging some adults who smoke from switching to potentially less harmful alternatives. Our new video series is designed to make the underlying science more accessible and to encourage an informed, evidence-based discussion.”

Imperial Brands notes that NGP now account for 11% of its revenues, up 83% over five years, and are marketed exclusively to adult smokers with strict measures to prevent youth access.

Misconceptions and the public health challenge

The ASH survey reveals demographic disparities in vaping misperceptions:

• 57% of working-class smokers hold misconceptions versus 48% of middle- and upper-class smokers.
• Even 60% of healthcare professionals have outdated views on vaping harms.

UK adult smoking remains at 13%, with vaping at 10.4%. Among vapers, 55% are former smokers.

With the government planning to ban disposable vapes in June 2026 to curb youth uptake, experts stress the need for balanced messaging to support adult smokers. Programmes like ASH’s Swap to Stop, which pairs vaping with behavioral support, achieve higher quit rates than nicotine patches alone.

Smoking still causes 76,000 deaths annually in the UK, highlighting the importance of initiatives like Imperial’s video series in bridging the knowledge gap and advancing tobacco-harm reduction.