Vaping rises, smoking fades new data confirms
A quiet revolution has been taking place across the UK, reshaping how millions approach nicotine use. New data from Action on Smoking and Health (ASH) confirms that vaping has moved from a niche alternative to a dominant trend, with the number of vapers soaring from just 800,000 in 2012 to over 5.6 million in 2024.
This dramatic rise marks one of the most significant shifts in public health in recent decades. While smoking rates continue to decline, vaping has emerged as a mainstream lifestyle choice, particularly among those looking for a less harmful substitute to traditional cigarettes.
From Quit Aid to Cultural Movement
Originally developed as a tool for smokers looking to reduce harm, vaping is now firmly embedded in British consumer culture. Many vapers continue to cite smoking cessation as their motivation, but the data also reveals a shift in usage patterns.
A 2024 study published by The Lancet Public Health Journal found that more than one million people in England who now vape have never smoked at all. For some, this reflects a preference for modern nicotine delivery systems over traditional tobacco. For others, it’s about flavours, convenience, and the discreet, tech-enabled experience that vaping offers.
Young People and the Rise in Usage
The growth in vaping has been especially notable among younger demographics. ASH estimates that in 2024, around 390,000 young people aged 11 to 17 (7.2%) vaped regularly in Great Britain, while approximately 280,000 (5.1%) of the same age group smoked.
This shift has prompted fresh public conversation around how vaping is presented and accessed, particularly by teenagers. With flavours, packaging, and advertising under renewed scrutiny, the UK government is acting decisively.
Policy Response: The Tobacco and Vapes Bill
The Tobacco and Vapes Bill, currently under consideration in the House of Lords, represents the UK’s most ambitious vaping legislation to date. If passed, it will prohibit the sale of tobacco and vape products to anyone born on or after 1 January 2009, to create a smoke-free generation.
The bill also proposes tighter restrictions on vape marketing, flavour categories, and product packaging. It would introduce the UK’s first vaping-specific tax, while increasing tobacco duty, signalling a growing effort to shape public behaviour through economic policy.
A Generation at a Turning Point
While the NHS continues to support vaping as a smoking cessation aid, the rising number of never-smokers taking up e-cigarettes reflects a broader cultural shift. Vaping is no longer only a tool for quitting—it has become a lifestyle, a market force, and for many, a statement of personal choice.
The challenge now lies in balancing access for adult smokers seeking alternatives with safeguards for younger people and first-time users. As the Tobacco and Vapes Bill moves forward, its impact will shape not just the vaping industry but the lives of millions of UK citizens in the years to come.