Every year, we see new trends within the vaping industry and 2026 has been no exception. In June, 2025, we saw the ban of all single use disposables within the UK. Disposable vape brands have factored in this change and have found an equally low-maintenance solution with the introduction of prefilled pod kit versions of your favourite disposable bars, which brings me to my next point: sustainability is definitely in fashion.
Many vaping manufacturers are also releasing upgraded and improved versions of coils, featuring better cotton and materials that help extend the lifespan of the coil. With the cost of living crisis becoming increasingly pressing, it is understandable why brands are prioritising the need for longevity and expansion.
Another trend at the moment is the release of the latest vape devices, some devices now even have Bluetooth connection and can notify the user of incoming calls to their phone, for example, the PAVA Horiz Ultra Pod Kit.
Where are these trends coming from, you ask? Typically, it’s social media platforms like TikTok, Instagram and YouTube that drive the buzz, influencing the choice of kits people want and the flavours that sell out instantly.
In this blog, we will break down exactly how social media is influencing vaping trends in 2026. Let's dig in.
TikTok and Instagram Are Driving Vape Trends in 2026
This is very much a hot topic when it comes to queries and search-related questions. Let's break down exactly what the big three, TikTok, Instagram and YouTube allow and don't allow.
1. TikTok
✅ ALLOWED
Official Public Health Campaigns: anti-smoking and harm reduction educational content.
Nicotine-free products or vaping accessories: shown in a non-promotional manner.
Depictions in film, TV, gaming: May still be flagged.
❌ NOT ALLOWED
Selling: Trading, swapping, or offering vapes in any way.
Promotional: Making vaping look cool, fun, or something to try.
Underage use: Any footage of under-18s with a vape, let alone using one.
2. Instagram
✅ ALLOWED
Personal experiences: no glamorisation or branding.
❌ NOT ALLOWED
Branded content promotion: directly promotes vaping or nicotine pouches.
Sponsored content: no affiliate links, paid ads, as well as tags with vape brands.
Brand partnerships: no direct collaborations with influencers and vape brands.
3. Youtube
✅ ALLOWED
Informative or educational: content allowed is varied as long as it follows this tone.
Documentaries and/or news-style content: safety and harm reduction protocols must be followed and included.
❌ NOT ALLOWED
Selling: marketing of a product.
Promotional videos: product links and shop now featured links.
Influencer Hauls & Unboxings
Haul content is when a user shares a video of them sampling a product, which spans far and wide from digital to clothing items. Vaping products have now entered the conversation. Users are taking to social media to sample the latest vaping kits or e-liquid flavours.
This is being done in many different formats, from short-form content for Instagram, TikTok and YouTube Shorts to longer-form videos for YouTube. Unboxing videos are also highly praised by consumers and the audience as they give customers a feel and sometimes even a review of a kit before they make a purchase, especially important if you are purchasing online.
How do Influencer hauls & unboxings influence vaping trends?
Viral videos: boost demand and product trends.
Exclusive products: generating buzz and curiosity.
Influencers recommendations: good or bad, are trusted.
Kit functionality: helping users determine suitability.
FOMO: trending kits/e-liquids with good reviews increase purchases due to social proof.
Why Vapers Use 'V@pe' and Other Code Words on Social Media
With the government cracking down on legislation regarding vaping, some social media platforms such as TikTok and Instagram have rules in place to not directly promote vaping. However, users on these platforms have found workarounds to indirectly create and share content for the vaping community.
Users on social media platforms often replace letters with punctuation or numbers in order not to be flagged by regulators on these platforms. Here is an example of TikTok users using ‘V@pe’ to create a community. Even with these workarounds, it is still hard to find a lot of material that isn’t against vaping.
The Government Have The Last Say
In the UK, the Tobacco and Related Products Regulations 2016 (TRPRs) and the Communications Act 2003 regulate the use of vaping and advertising. Here’s what they have to say:
Marketing shared online should not be aimed towards people under 18 years of age.
Promotional materials online are banned.
The UK does not allow paid online ads/sponsorships for vaping.
Facts and blogs are allowed.
All retailers must comply with age verification protocols.