IBVTA responds to new research from UCL

The rapid rise of vaping that began when disposable e-cigarettes became popular in 2021 appears to have stalled in Great Britain, according to a new study by University College London researchers.

The researchers analysed monthly data collected between January 2022 and January 2025 as part of the Smoking Toolkit Study, a representative household survey in Great Britain.

The study, published in the journal Addiction and funded by Cancer Research UK, looked at survey data on vaping habits in England, Wales and Scotland before and after the UK Government announced plans to restrict vaping, including by banning disposable vapes, in January 2024.

After the new policy measures were announced in January 2024, trends in current vaping prevalence changed among both adults and young adults. Prevalence was no longer increasing and instead remained relatively stable. There was also a substantial downward change in the trends in the use of disposable vapes. The proportion of vapers mainly using disposable devices declined by 32.6% per year among adult vapers (from 43.6% in January 2024 to 29.4% in January 2025) and by 44.3% per year among young adult vapers (from 63.2% to 35.2%).

Lead author Dr Sarah Jackson, Principal Research Fellow in the UCL Alcohol and Tobacco Research Group, said: “Action is likely still required to reduce high vaping rates, but now that the situation has stabilised policymakers may be reassured that it would be sensible to avoid stricter policy options currently under review. Some of the options being considered may be more likely to have the unintended consequence of deterring smokers from using vapes to quit smoking.

“Our results also suggest that the Government’s ban on disposables, coming into force in June, may have limited impact on vaping rates in general, given that vapers are already moving away from disposable vapes. It seems likely that people using these products will move to re-usable versions rather than stop vaping completely.

“The study highlights the value of up-to-date information about vaping and smoking trends, which allow policies to be based on the best possible evidence.

“The research cannot tell us why vaping rates have levelled off, but we have in the past seen changes in smoking habits before a policy change, with people adapting their behaviour in anticipation of a new policy.”

IBVTA CEO, Gillian Golden said: “We welcome the good news that many vapers are already moving away from disposable, single use devices ahead of the June ban. Most of our members have been encouraging their customers to opt for rechargeable, refillable and/or replaceable pod vapes for some time now. They not only have a lower environmental impact but are also more cost effective.

“We echo calls by the researchers for regulators to think very carefully about applying further restrictions on vaping before current and forthcoming regulations have fully taken effect. Vaping is not recommended for non-smokers, and sales to under 18s have been banned for a decade now.

“However, nearly three million people in Britain have successfully quit smoking using vapes in the last five years, and there still are almost six million adults in the UK – representing nearly 12% of the UK adult population – who could benefit from switching to a proven safer alternative. Vaping must remain attractive to give them that option.”