A new analysis reveals that a majority of adult smokers in the UK mistakenly believe that vaping is as harmful or more harmful than smoking cigarettes, a misconception that is deterring them from switching to a less deadly alternative. The research, conducted by Action on Smoking and Health (Ash) using YouGov data from over 13,000 adults, found that 54% of UK adults and 52% of smokers hold this erroneous belief. Among smokers who have never tried vaping, the figure rises to 61%. Only a third of smokers correctly understand that vaping is less harmful than smoking.
Public Understanding Has Plummeted Over the Past Decade
The analysis shows that public perception of vaping has worsened dramatically. A decade ago, only a quarter of UK adults thought vapes were as harmful as or more harmful than cigarettes. Now, that proportion has more than doubled. Strikingly, among those who named a strategy to quit vaping, nearly a fifth turned to cigarettes, a step that health experts say is far worse for their health.
Hazel Cheeseman, chief executive of Ash, said: “It’s worrying that public perceptions of vaping are now so far out of step with the evidence. For smokers, these misconceptions have real consequences. If someone believes vaping is as harmful as smoking, they’re less likely to use it to quit smoking and more likely to stop vaping and return to cigarettes. Both of those outcomes are far worse for their health.”
Scientific Evidence Shows Vaping Is Far Less Harmful
While vaping is not risk-free, scientific studies consistently show it is significantly less harmful than smoking tobacco. A major review by King’s College London found that e-cigarettes pose a fraction of the risk of tobacco smoking, with vapers exposed to far lower levels of harmful substances. Smoking produces thousands of chemicals, including toxic metals, poisonous gases, and carcinogens.
Prof Jamie Brown, director of the UCL Tobacco and Alcohol Research Group, commented: “It’s a depressing state of affairs. Two out of three smokers will die from a smoking-related illness if they don’t quit, so it’s a really urgent public health issue. We know that e-cigarettes are a really effective way for helping smokers to stop, so it’s important for them to have these misperceptions corrected.”
Media Coverage Fuels Misconceptions
Experts point to widespread media reporting of studies that highlight potential risks of vaping without comparing them to the far greater harms of smoking. Brown noted: “The upshot is that people have seen a lot of news stories over the past 10 to 15 years that focus on the harms of e-cigarettes without putting them in the context of how bad cigarettes are.”
Prof Peter Hajek, director of the Health and Lifestyle Research Unit at Queen Mary University of London, said false beliefs about vapes discourage smokers from making the switch and “closed the door to a relatively easy way out of the deadly habit.” He criticized some anti-smoking advocates for exaggerating vape harms, calling it an unethical justification for a good cause.
Government Regulations and Cancer Research UK’s Stance
UK ministers are implementing new restrictions on vaping products and preparing further regulation through the tobacco and vapes bill. Alizée Froguel, prevention policy manager at Cancer Research UK, said: “There is no good evidence that vaping causes cancer. Evidence so far shows that legal vapes are far less harmful than cigarettes and other tobacco products, and they have been proven to be an effective stop smoking tool. But as we don’t know their long-term impact, they can’t be considered risk-free and they shouldn’t be used by children and people who have never smoked.”
She added: “It’s right that the UK government is taking action to reduce the appeal and availability of vapes to young people, alongside protecting them from the devastating harms of tobacco. At the same time, it’s important to ensure that vapes are accessible to the millions of people who still smoke in the UK and need support to quit.”
Cheeseman called for a more coherent public health strategy that reduces youth vaping while ensuring adult smokers are informed about the health benefits of switching to vapes.
