The Rising Vape & E-Cigarette Culture in the UK
Are concerns surrounding the rapid rise in vape and e-cigarette usage justified?
![woman with red lipstick and red lipstick](./assets/9CE7CIf0zc/image1-4032x3024.jpg)
VAPES AND E-CIGARETTES - WHERE DO WE STAND?
Within the last ten years the UK vape and e-cigarette market has exploded, and most notably been taken over by brands offering fruit-flavoured, disposable products such as Elf Bar (see background). But whilst these devices can now seemingly be found in every corner shop, many Brits dismiss them as nothing more than encouragement for young people to start smoking.
Can they and other vape brands genuinely be regarded as helpful health tools for smokers, and is the sector being unfairly labelled because of the colourful craze?
![white smoke](./assets/q52oisQGLn/image0-4032x3024.jpg)
WHAT ARE VAPES/E-CIGARETTES?
According to the NHS website, an e-cigarette is a device that allows you to inhale nicotine in a vapour rather than smoke.
They do not burn tobacco or produce tar or carbon monoxide, two of the most damaging elements in tobacco smoke. Instead, they work by heating a liquid (e-liquid) that typically contains four ingredients - nicotine, propylene glycol, vegetable glycerine, and flavourings.
Currently, e-cigarettes are not available from the NHS on prescription, so you cannot get one from your GP.
![white smoke](./assets/q52oisQGLn/image0-4032x3024.jpg)
THE POLITICAL PERSPECTIVE
![man sitting while vaping in selective focus photography](./assets/SgHOAvks3C/sh-unsplash_un4hgkzs6og-2542x3471.jpg)
The Political Perspective
Vapes and e-cigarettes are becoming the subject of genuine political discussion, as seen recently by the actions of Welsh Conservative MP Natasha Asghar.
Asghar, who is in her 30's and represents South Wales East in the Senedd, called on First Minister Mark Drakeford and the Welsh Government to "help promote e-cigarettes to encourage existing smokers to quit smoking" at First Minister's Questions in October 2022.
![](./assets/qPgyH1Bi6W/natasha-asghar-ms-2048x2048.jpg)
Image credit: Natasha Asghar
Image credit: Natasha Asghar
Her campaign - for NHS Wales to prescribe vapes to quitting smokers - has a personal connection to it, with one of her constituencies in particular suffering acutely from the issue. "In my region of south-east Wales, we have the highest smoking rate which is currently in Merthyr Tydfil, where 23% of adults are actually smokers, which is higher than both the Welsh and UK averages." Asghar said two constituencies with these high rates are also "quite high in the rates of illiteracy and numeracy", and that tangible action is needed to arrest these trends.
She believes vapes and e-cigarettes offer a possible solution after seeing the evidence in her day-to-day life. "I actually have two members of my own staff who used to be ex-smokers and now they are full-fledged vapers."
As well as the rising price of cigarettes and the current cost-of-living crisis, Asghar said many people switched to vaping during the pandemic due to its "accessibility" online, and having experienced a "very different lifestyle change" during that period.
The proposed initiative, which she said could "be rolled out in potentially a few areas or regions" to begin with, would also help quitting smokers keep up their daily habits. "It's that regularity of being able to go outside and hold something, that continuity of a task almost which is smoking, they need to be able to have that feeling."
However, Asghar is aware that the devices may not be perfect, and whilst she understands that "it's not every single individual's cup of tea", she feels now is the time for the government to "put our money where our mouth is".
"Give [people] that chance to try it, because ultimately the NHS spends so much money on treatments for cancers that are actually caused from long-term smoking."
"Sadly, the evidence is that for most people who use an e-cigarette, it is as well as, not instead of, a conventional cigarette."
And what about those who believe vaping encourages young people to smoke at a young age? "Yes, that's there - I can't deny that and there will always be that fear factor. But I think it just needs to be sensibly sold to people."
Asghar is bullish about keeping strict age limits for the purchasing of vapes and e-cigarettes, and said the fact that they have a "social connotation" to them will have to change as an attitude as "any addiction is not a good addiction".
She said that recent changes in government have made progress on her plans tricky, but that she has written to many ministers on the matter and is waiting to hear back. Therefore, for now at least, NHS-prescribed vapes remain just an idea.
Video Credit: Harry Stedman
Video Credit: Harry Stedman
![image](./assets/5Vi6mrlfhT/sh-unsplash_wzbflpi_ymg-4032x3024.jpg)
WHAT ARE THE OFFICIAL LAWS ON THESE PRODUCTS?
So why exactly is Natasha Asghar lobbying for change?
Part 6 of the Tobacco and Related Products Regulations, introduced in 2016, outlines several key laws retailers in Great Britain and Northern Ireland must follow, including:
- Restrict e-cigarette tanks to a capacity of no more than 2ml
- Restrict e-liquids to a nicotine strength of no more than 20mg/ml
- Require nicotine-containing products or their packaging to be child-resistant and tamper evident
- Include new labelling requirements and warnings
- (Source: GOV.UK)
![](./assets/XYYlTKA1ZJ/image1-4032x3024.jpg)
Elf Bars display their nicotine concentration on the front of their packaging. Image Credit: Harry Stedman
Elf Bars display their nicotine concentration on the front of their packaging. Image Credit: Harry Stedman
Perhaps most crucially, it is against the law in the UK for vendors to sell vaping products to anyone aged under 18, and to buy vaping products for anyone under 18. Different laws and restrictions are adopted in other countries - under 18's can still legally buy vapes in the Isle of Man.
WHAT IS THE GOVERNMENT'S STANCE ON SMOKING?
In July 2017, the government published a policy paper outlining its 'tobacco control plan for England'. The paper set out a series of targets with the aim of creating 'the first smoke-free generation'.
Among its main ambitions, to be met by the end of 2022, was to reduce the prevalence of 15-year-olds who regularly smoke from eight to three per cent or less, reduce smoking prevalence amongst adults in England from 15.5% to 12% or less and to maximise the availability of safer alternatives to smoking, according to the government website.
Two years later, the government also committed to making England 'smoke-free' by 2030, where five per cent or less of the population are still smoking full-time.
![white smoke](./assets/q52oisQGLn/image0-4032x3024.jpg)
![](./assets/FDZbhz73cV/nicotine-vaping-in-england-3-1024x768.png)
![](./assets/JEnav2eKPS/nicotine-vaping-in-england-1024x768.png)
![](./assets/y91NQgAlUL/nicotine-vaping-in-england-1-1024x768.png)
WHAT DOES THE LATEST DATA SAY?
The most recent government report into nicotine vaping in England, published in September, concluded that 'vaping poses a small fraction of the risks of smoking' but that 'vaping is not risk-free, particularly for people who have never smoked'.
The current vaping prevalence (including occasional and regular vaping) among 11- to 18-year-olds in England was 8.6% in 2022, more than double the four per cent in 2021 and much higher than the 4.8% in 2020. It has now firmly overtaken the smoking prevalence in the same age group (six per cent in 2022), with both rates around the same in 2021 (smoking at 4.1%) and smoking having previously held a much bigger prevalence in 2020 (6.7%).
Use of disposable vaping products has increased dramatically among both groups - the rates for 11- to 18-year-olds have gone up almost 600% in a year from 7.8% to 52.8%, with adults seeing a similar uptick in jumping from 2.2% last year to 15.2% in 2022.
Despite this new perceived turn towards vapes and e-cigarettes, the government has failed to meet its key ambitions in the tobacco control plan as the smoking prevalence rate among English adults in 2022 remains at 13.2%.
There's not just been a boom in those buying the products, but also those selling them. An economic impact report published by the Centre for Economics and Business Research found the UK vaping industry now supports almost 18,000 full-time equivalent jobs in retail, manufacturing and the wider supply chain.
Here is where Asghar's argument lies - the government didn't hit the targets set in its tobacco control plan, and the 'smoke-free' 2030 aim seemingly won't be met unless alternatives like vaping are explored further.
THE CHARITY PERSPECTIVE
![silhouette of man vaping during sunset](./assets/yiTqbDpQGi/sh-unsplash_ahnhlfiebqk-3456x4320.jpg)
The Charity Perspective
![](./assets/Y31Li7Ra6N/021221_ash_50_032-4096x2734.jpg)
Image Credit: ASH
Image Credit: ASH
Whilst changes for vaping and e-cigarettes are being pursued at a governmental level, where do other public health bodies stand on their benefits?
John Waldron, 29, has been working for public health charity Action on Smoking and Health (ASH) for four years. The organization has campaigned for legislative and regulation change to tobacco sales and usage for over half a century. It also engages with local authorities and the NHS to support and increase the scale of their work for smokers.
John explained that the research on vapes and e-cigarettes as quitting tools for smoking is undoubtedly impressive. "Evidence over the last ten years since e-cigarettes have emerged shows that they are a very effective tool for people who smoke and want to quit."
"A recent big evidence review [the Cochrane Review] found that e-cigarettes are around 63% more effective than licensed nicotine replacement products, like patches, gum [and] the stuff you can get in pharmacies."
He admitted that ASH are "really positive about the potential for e-cigarettes", both in their mission to eradicate tobacco and their role in reaching the government's smoke-free England target, but that they are "one important tool in the toolbox" and should not be considered the de-facto solution.
"Whilst we do want to promote them and really maximise their use for quitting, we can't put all our eggs in one basket. There's a whole range of tried and tested tobacco control strategies that we've been using for many years, things like traditional stop smoking services [and] increasing tax on tobacco."
John said the public perception did not match this, however, as despite the research findings, around a third of current smokers in Great Britain believe that e-cigarettes are as harmful or more harmful than tobacco cigarettes.
"We need a comprehensive tobacco strategy which is much broader than just e-cigarettes."
Even more surprisingly, he said the younger generation, those who only use disposables, are not the main driving force behind the growing vape craze. "We know that the majority of adults in GB who are vaping are ex-smokers... The next biggest group is people who are current smokers. A very small proportion of adults who have never smoked are vaping."
John said one of the key aspects when analysing young vapers is understanding the difference between experimentation and long-term addiction. "You would see lots of people experimenting now with e-cigarettes... but we're not seeing that turn in to high rates of regular, current use." He also explained there is no hard data linking vapes and e-cigarettes to later cigarette usage. "You don't want these products to become a gateway into smoking, but that's not what we're seeing and haven't seen since we started our survey almost a decade ago now."
However, John was keen to stress that vapes must only remain a tool for those already addicted to nicotine products. "Whilst they're much less harmful than cigarettes, they're not 100% risk-free, so if you don't smoke then of course you shouldn't vape."
![white smoke](./assets/2RIogSlB3R/090322-ash-appg-at-hoc-049-4096x3271.jpg)
WHAT ARE THE ENVIRONMENTAL IMPLICATIONS?
It's not just the effects of vapes and e-cigarettes on the human body that have shone a spotlight on the devices.
A recent report published by not-for-profit organisation Material Focus revealed some eye-opening statistics on how we dispose of vape and e-cigarettes in the UK, showing the hidden environmental impact that comes with their production.
![](./assets/MCsnLulFpt/material-focus-vapes-briefing-nov-22-800x2000.jpg)
![white smoke](./assets/IFPAV7HTyZ/image0-4032x3024.jpg)
WHAT ARE THE ENVIRONMENTAL IMPLICATIONS?
As the below video from BBC London explains, the growing use of disposable vapes in the UK has meant precious resources are being used and incorrectly discarded...
So whilst vapes may well represent a healthier alternative to smoking, their mass production has other factors that must be weighed up.
![white smoke](./assets/IFPAV7HTyZ/image0-4032x3024.jpg)
THE PROPRIETOR'S PERSPECTIVE
![](./assets/r7GS9TuiH3/image0-6-3024x4032.jpg)
The Proprietor's Perspective
Don Nguyen, 45, runs Soho Vape City on Queen Victoria Street in the City of London. His store, opened in May 2021, is an extension of another vape shop located in the Soho area of the city. It mainly caters for office staff working in nearby buildings on weekdays.
Don says he tries all of his products before selling them, taking on an advisory role for interested customers and allowing his store to be more "specialised" in the rapidly growing vape market.
"We have loads of different types of machines, new machines coming on to the market, different liquids, pod systems, disposables, and we specialise in that because it's our business to know what we're selling and to bring out new innovations."
![](./assets/hQEtknlnZL/image12-640x480.jpg)
Don Nguyen at his shop counter. Image Credit: Harry Stedman
Don Nguyen at his shop counter. Image Credit: Harry Stedman
Don says imparting his knowledge of vapes and e-cigarettes to customers is crucial, to help them understand both what they will enjoy and whether what they've heard about the products, including possible health concerns, is true.
"We're here to reassure our clients that the misinformation they might have picked up needs to be looked at again."
As a young business opening the midst of a global pandemic, Don admits some of the new working habits adopted by Londoners have made certain periods of the year busier than others.
"We help new and existing customers dispel some of the myths that they accumulate from friends or misinformed advertising."
"In summer we get more clients, because there's more tourists around, but the 'working from home' hybrid system has not helped in terms of growing the business. But we're hopeful that change going forward."
![](./assets/HdOwxRuq0k/image3-480x640.jpg)
Image Credit: Harry Stedman
Image Credit: Harry Stedman
Underneath the main product shelf, Don has several vape recycling boxes that he ordered from vape brand SMOK. Their 'Vape & Save Disposable Recycling Project', launched at the start of 2022, encourages vendors to send back used, disposable SMOK vapes in the boxes so they can be treated and the environmental impact is lessened. In return, the store receives new, free stock.
![](./assets/xTpa9xrezN/image0-1-4032x3024.jpg)
Don had two SMOK boxes tucked in the corner of his store. Image Credit: Harry Stedman
Don had two SMOK boxes tucked in the corner of his store. Image Credit: Harry Stedman
Soho Vape City is one of many specialised vape or e-cigarette shops in central London, but finds itself in a less crowded local area than its sister store...
![](./assets/Wk5RG47TDZ/image0-2-3403x3024.jpg)
![](./assets/Wk5RG47TDZ/image0-2-3403x3024.jpg)
![](./assets/kbpRupNtvQ/fallback-568x320.jpg)
THE PERSONAL PERSPECTIVE
![](./assets/lD6ksqnqPs/image0-5-4032x3024.jpg)
The Personal Perspective
Scherzando Blaise-Karasu, 45, is a freelance writer who lives in South Kennington, West London. He began vaping five and a half years ago following the birth of his son. "I had three quite seismic life events that coalesced - I turned 40, I had a child and also my partner was diagnosed with stage four breast cancer."
"I would say overall it was my son, because when he was a tiny little boy and I would smoke in front of him, I just couldn't do it to him. I guess it's just intimations of mortality... and I just thought 'I want to be around for him'."
Scherzando, who confessed to previously smoking "morning, noon and night" and "sometimes even in the bath", spent much of his formative years amongst a strong smoking culture in Greece, and admitted he never thought he'd be able to quit cigarettes as he enjoys "the insouciance of them".
But now, things couldn't be more different. "I can't even have a single drag now - I want to vomit and have to extinguish it straight away."
After an article in the Financial Times about JUUL e-cigarettes piqued his curiosity, Scherzando asked his partner, who happened to be going to a wedding in Texas, to pick one up for him.
Other than zyban, a prescription drug specifically used to help quit smoking, he hadn't considered using any other methods to kick his addiction. But after trying his first JUUL, there was no reason to. "I plugged it in to my computer, the flavours were delicious, and literally from that point on I quit. It was like a magic wand."
![](./assets/v3h85KS2rU/image0-2-4032x3024.jpg)
Scherzando was carrying two different kinds of vapes with him. Image Credit: Harry Stedman
Scherzando was carrying two different kinds of vapes with him. Image Credit: Harry Stedman
Scherzando said he has always exercised and eaten very healthily but has "a lot of spare energy", and that vaping still satisfied "the physical, habitual use of having something to do with your hands" whilst at work.
He noticed several positive effects almost immediately and detected a "real, sensational change in the body", feeling calmer and waking up without any tightness in his chest. As well as being "vastly cheaper" and "much more convenient", he also pointed out the many upsides it has for his appearance. "There's no ash, your clothes don't smell, your fingers don't stink [and] your teeth don't go yellow."
The convenience comes from having a device that's re-usable, as Scherzando buys the e-liquid and coils and charges his device with a built-in USBC port. "This will charge in about half an hour and it will last two, three days depending on how often you use it." And it's clear he won't be switching product types anytime soon. "The one thing I do take issue with are these disposable ones - I think they're just so environmentally catastrophic."
Scherzando said he had read a lot of scientific studies and papers on vaping, which helped to solidify his view that its relative risks pale in comparison to those of cigarette smoking.
Describing vaping as a real sub-culture and an industry, he said the younger generation of vapers are "a bit more wised up nowadays" and have turned to the devices due to greater awareness of the severity of tobacco smoking. "Yes, ideally, you don't want your kid doing anything, but kids will always do things!"
"If someone's really got a problem with it - I wouldn't vape next to someone's baby - but it's completely inert. It doesn't pose any hazards to them whatsoever, so it's just annoying."
Scherzando didn't agree with the stance adopted by Australia, where since last year vapes and e-cigarettes containing nicotine can now only be obtained through a doctor's prescription. "Trying to outlaw something which could potentially save hundreds of millions of lives is completely counter-productive and crazily irresponsible."
"To me, I think it's effectively harmless... it's like drinking water.""
![](./assets/teykgQ9Vwe/image0-1-3108x3024.jpg)
![](./assets/teykgQ9Vwe/image0-1-3108x3024.jpg)
![](./assets/teykgQ9Vwe/image0-1-3108x3024.jpg)
So, What Now?
Whilst the statistics and sentiment both indicate vapes and e-cigarettes can be a force for good, especially as the UK aims to become 'smoke-free', it remains to be seen whether the devices can shake off their youthful reputation, and if enough people will begin purchasing re-usable models to reduce their environmental impact.
![](./assets/TboaDNWTgX/image0-6171-4032x3024.jpg)