One in three vapers fears a ban on flavoured devices and liquids will lead them back to cigarettes, which could see close to 1.5 million former smokers returning to their habit. This comes as ministers are considering putting a stop to the sale of fruit and sweet-flavoured vapes, which are hugely popular among children.

A poll of 2,000 adults who use vapes found that 76 per cent only started to quit their smoking habit and that eight in ten vapers (83 per cent) claim that flavoured vapes help them pack in their smoking habits.

While 27 per cent agree there is a real need to tackle youth vaping, nearly four in 10 (37 per cent) want more effective enforcement handed out to retailers who are selling them to children – rather than an outright ban on flavours.

John Dunne, director general of the UK Vaping Industry Association, which commissioned the research, said, “The research shows there is a reliance on vapes to help smokers quit – and flavours have a role to play. While we are supportive of attempts to eradicate youth smoking, having a ban on flavours could have a negative impact on those who are attempting to quit. Often with these types of policies trying to stamp out one problem can cause another, and it shows many adult vapers are concerned about what they are hearing from the government.

“The survey has shown many fear such a change could lead them back to smoking, meaning nearly 1.5 million current vapers across the UK could return to conventional cigarettes, based on the number of adult vape users (4.3m) reported by the Office of National Statistics last year”.

The research also revealed the most popular flavours amongst adult vapers were the very ones that the government is looking to consider banning. Whilst strawberry is the nation’s favourite overall, other fruity flavours dominate the top five – including blueberry, watermelon, cherry and raspberry. Many also cited some more unusual preferences like lychee, Earl Grey and even a Bloody Mary.

Tobacco and menthol flavourings were the most common ones quitters turned to, although 65 per cent didn’t receive any advice on the best flavours to help them on their quest to give up smoking.

Eighty-three per cent think having this guidance would be an important part of the quitting journey. Within the separate poll of 1,000 smokers, conducted via OnePoll.com, it found 36 per cent are currently trying to reduce the amount they use cigarettes by increasing how much they vape. And 75 per cent of these are confident it will help them to be successful on their quitting journey.

John added, “It is important to offer those who are trying to quit smoking the appropriate advice, including flavours, to support them during the process. We know that going cold turkey is not an option for many, and it shows a considerable amount are having success with flavoured vapes to help reduce, and ultimately cut out, their reliance on cigarettes.”

In March 2023, the UKVIA presented proposals to the government to address youth vaping. In its hard hitting action plan the association called for:

  • Retailers, including owners and directors, to face fines of up to £10,000 per instance if they are caught selling to minors
  • A new national registration scheme for retailers – with only those that meet strict qualifying criteria able to sell vape products
  • The introduction of the first ever national test purchasing scheme to constantly monitor retailers for sales to minors on an ongoing basis
  • Funding from fines and retailer registration scheme to be used to finance heightened enforcement by Trading Standards

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