British American Tobacco - Vapers deserve better

A smoke-free UK relies on high quality smokeless products.

But not all vapes are made equally.

Vapers deserve better.

Like you, we share the ambition for the UK to be smoke-free by 2030. Vaping offers an alternative to smoking cigarettes and has an important role to play in helping the UK reach this ambition.

Approximately 11% of adults in Great Britain vape, this is equivalent to 5.6 million adults¹.

However, there are 6 million adults that still smoke.²

Two-thirds (67%) of the UK general population believe that vaping is as harmful as or more harmful than smoking. This misperception is particularly strong among older adults (55-64 and 65+) and women.

Even among vapers, 51% believe vaping is as harmful as or more harmful than smoking. This rises to 60% amongst smokers.

The Public Wants Clearer, More Consistent Guidance

When made aware of official NHS guidance that “Nicotine vaping is not risk-free, but it is less harmful than smoking³”, the proportion of the general public who believe vaping is as or more harmful falls from 67% to 52%.

Vapers Deserve Better

The future of vaping is at a crossroads. The sector faces serious threats from those who flout regulations and ignore basic quality and product stewardship. Sadly, not all vapes are made equally and not all manufacturers are well-intentioned.

Vaping needs responsible leadership. That is why we have launched the Vapers Deserve Better campaign. The campaign aims to address the critical challenges facing the vaping industry and help achieve a smoke-free UK.

Vaping regulations: Some ignore them. Others don't. Vapers deserve better. Let's Go Smokeless.

Vaping science: Some care about quality control. Others don't. Vapers deserve better. Let's Go Smokeless.

Vaping standards: Some add banned ingredients. Others don't. Vapers deserve better. Let's Go Smokeless.

Polling shows the public supports stronger regulations on vaping. With the Tobacco and Vapes Bill still progressing through Parliament, we are calling on the Government to introduce the following measures:

Mandatory pre-market testing on all vapes sold in the UK

All vaping products sold into the UK should first undergo comprehensive pre-market testing in an independent laboratory. Consumers must know what is in their vapes and these rigorous standards must apply across the industry.

In a survey commissioned by BAT UK, pre-market testing was the most important factor for increasing confidence in vaping products – 45% for general population⁴ and 48% for smokers/vapers⁵.

Trading Standards estimates that a third of all vaping products on the market in the UK are not compliant with regulations⁶. BAT supports a mandatory testing programme for products shipped to the UK to ensure they are compliant with UK regulations before they can be sold.

Within the general population, 46% of those surveyed by BAT found the current £200 penalty for selling to the underage was an inadequate deterrent.

Harsher penalties for illegal sales or imports

Enabling tougher enforcement

Increased resources should be given to UK Border Force and Trading Standards to enforce vaping laws. BAT believes this should be funded by excise and increased fines.

We are pleased that the Government have listened to our previous calls for the introduction of a retail license. BAT has long supported restrictions on where and how vaping products are sold in the UK like the ones used to restrict the sale of alcohol. This would see those who sell vapes required to have a retail licence which would be revoked if they were found to be selling to anyone underage.

Retailers would also have to demonstrate to Trading Standards that they observe either Challenge 25 protocols or fit new technologies at point-of-sale locations which verify age, such as facial recognition cameras.

The introduction of retail licensing

A ban on confectionery, dessert and soft drink flavoured vapes

Mandatory pre-market testing on all vapes sold in the UK

Imagery that looks like sweets or toys doesn’t belong on vaping products, nor does the cynical use of language designed to appeal to the underage. That’s why BAT supports an outright ban on vapes flavoured and described like sweets, confectionary, desserts or soft drink brands.

This approach recognises the role of flavours as an important driver of adoption for smokers seeking alternatives, while ensuring the removal of specific vapour product flavours that appeal uniquely to anyone underage.

Facts about vaping

Fact 1

Vaping has helped nearly 3 million people in Britain quit smoking in the last 5 years.

Source: ASH, Nearly 3 million people in Britain have quit smoking with a vape in the last 5 years⁷

Fact 2

According to the NHS: “Nicotine vaping is not risk-free, but it is less harmful than smoking.” “Evidence shows that nicotine vapes are actually more effective than nicotine replacement therapies, like patches or gum.”

Source: https://www.nhs.uk/better-health/quit-smoking/ready-to-quit-smoking/vaping-to-quit-smoking/ ⁸

Fact 3

Vapes contribute to an estimated extra 30,000 - 50,000 fewer smokers per year in England

The main reasons given by ex-smokers for vaping are:

to help them quit (31%)

to prevent relapse (22%)
because they enjoy the experience (14%)
to save money (12%)

Sources: (S Jackson et al preprint 2023) ⁹Use of e-cigarettes among adults in Great Britain, ASH, August 2023 ¹⁰

Fact 4

The Office for Health Improvement and Disparities (OHID) concluded “that vaping poses only a small fraction of the risks of smoking.”

Source: Nicotine vaping in England: 2022 evidence update summary¹¹

Fact 5

According to the Office for Health Improvements and Disparities, vaping products remain the most common aid used by people to help them stop smoking.

Source: Nicotine vaping in England: 2022 evidence update summary¹²

How does it fit with A Better Tomorrow™

This campaign directly supports our A Better Tomorrow™ ambition and our vision for a Smokeless World.

It reinforces our commitment to responsible leadership within the vaping industry and complements our existing efforts to promote harm reduction. By advocating for a well-regulated vaping sector, we aim to ensure vapers have access to high-quality, responsibly produced products.

Find out more about BAT’s commitment to responsible vaping products: bat.com/responsible-vaping

This information is published by BAT UK, which holds the copy right in all content.

Vapers deserve better

A smoke-free UK relies on high quality smokeless products.

But not all vapes are made equally.

Vapers deserve better.