Misinformation Might Be Harming the Smokefree Push

Vaping has consistently been shown to be less harmful than smoking.

20 May 2025 | Hannah Rubery

Here we are in 2025, at a critical turning point for global public health. Countries like the UK are working hard to achieve a smokefree future, but misinformation about vaping could seriously slow things down.

Take this for example: recent data from Action on Smoking and Health (ASH) reveals that half of British adults think vaping is just as harmful—or even more harmful—than smoking. And it gets worse. Among young people aged 11–17, that jumps to a whopping 58%.

This isn’t just a misunderstanding—it’s a big problem. Let’s be real: misinformation like this could be the thing that holds us back from making real progress toward a healthier future.

Misperceptions Are Costing Lives

We all know smoking is one of the top causes of preventable deaths worldwide. In the UK alone, it claims around 76,000 lives every year. Grim, right? Now, while vaping isn’t totally risk-free, it’s widely backed by experts—including Public Health England and the NHS—as being much less harmful than smoking.

So, what’s the problem? Despite years of solid science, public understanding seems to be going in the wrong direction.

A 2025 study by the University of Bristol found that young adults who knew vaping was less harmful were more likely to make the switch—a crucial step if you’re trying to ditch cigarettes. But when fear and confusion take over the conversation, people hesitate.

The result? Smokers who might’ve switched to a safer option stay stuck with the more dangerous one. Makes you think, doesn’t it? Let’s clear up the confusion and put the facts back in focus.

The “Moral Panic” Around Vaping

Let’s talk about vaping and all the drama it stirs up. A lot of the bad press comes from worries about teens vaping—and honestly, who wouldn’t be concerned when you see kids with disposables? It’s a valid issue. But there’s a difference between smart regulations and full-blown panic mode.

Here’s the thing: youth vaping has actually plateaued. Yet, the public conversation keeps spinning into over-the-top territory. Meanwhile, we’re forgetting the big picture—vaping has real, life-changing benefits for adult smokers looking to quit. Let’s not lose sight of that.

How This Hurts the Smokefree Goal

The UK wants to be smokefree by 2030—basically, fewer than 5% of people smoking cigarettes. Ambitious? Absolutely. But to get there, we need effective harm reduction tools, like vaping. They aren’t optional—they’re a must.

Here’s the problem: if half the population thinks vaping is just as bad as smoking, why would anyone bother switching? That kind of confusion kills motivation, makes politicians hesitant, and before you know it, policies are lagging way behind the science.

And yep, we’re already seeing some fallout:
• The upcoming ban on disposable vapes (set for June 2025) might just push users toward refillable options instead of reducing vaping. Great, right? Except it could also spark a Black Market for disposables or, worse, send people back to smoking—just like what’s happening down South.
• Flavour bans, nice in theory, but they could backfire. A 2024 poll found over a third of vapers would still buy flavoured vapes on the sly if flavours got banned. Illicit purchases? Relapses into smoking? Not exactly what we’re going for.

If we really want to help people quit, we’ve got to cut the confusion and get clear on the facts. Agreed?

Here’s What We Need to Do

1. Tell It Like It Is
Let’s clear up the confusion: vaping isn’t safe, but it’s way less harmful than smoking. Government and health organisations need to step up and get this message out there—loud and clear.
2. Think About the Kids (and the Adults)
Sure, we need to protect teens from vaping, no argument there. But let’s not forget that policies shouldn’t make it harder for adult smokers to switch to something less harmful.
3. Back Harm Reduction
We’ve got to focus on harm reduction. That means making sure adult smokers can access regulated, affordable, and, let’s be honest, actually appealing vaping products. It’s about giving people better options, not blocking them.

Let’s Reframe the Conversation

Sure, the fear around vaping makes sense—but it’s pointed in the wrong direction. Instead of asking, “Is vaping bad?” let’s ask the real question: “Is vaping better than smoking?”

Spoiler: It absolutely is. The sooner we get on board with that, the closer we’ll be to a smokefree world.