New evidence from VPZ and Haypp Group has raised fresh public health concerns, with both pricing pressures and widespread public misperceptions threatening to push former smokers back to combustible tobacco.
A survey of 2,640 UK adults by VPZ highlights strong opposition to the government’s planned vape duty, due to take effect in October 2026. The measure will add £2.64 to the price of a standard 10ml e-liquid bottle, a move many respondents fear will undermine vaping’s affordability and effectiveness as a quit tool.
Nearly two thirds of the respondents (63%) said higher prices would make it harder to stay off cigarettes, while one in five indicated they may return to smoking once the tax is introduced. More than two-thirds (68%) also said they do not believe vaping will remain affordable post-tax.
The survey, meanwhile, reinforced vaping’s central role in smoking cessation, with 80 per cent reporting they had successfully quit smoking using vape products.
Richard Begg, head of learning & development at VPZ warned that the policy risks undoing years of progress.
“This tax risks pricing people out of vaping and back into smoking combustible cigarettes, which would be a major step backwards for public health,” he said.
“With the Tobacco and Vapes Bill now law, it’s important that any new restrictions are carefully measured.”
Misinformation adds to challenge
Alongside pricing concerns, a separate report commissioned by Northerner reveals a growing perception problem that could further impact switching rates.
The survey of 2,000 adults found that 59 per cent believe vaping is as harmful or more harmful than smoking – rising sharply to 72 per cent among 18–24-year-olds. Meanwhile, 46 per cent believe vaping exposes users to more chemicals than cigarettes, with a further 28 per cent unsure.
Dr. Marina Murphy, senior director of scientific affairs at Haypp Group, said the trend could have serious consequences.
“Widespread misperceptions about vaping should be ringing alarm bells for public health leaders. If people believe vaping to be as harmful as smoking, there is no incentive for them to switch to a less harmful option,” she noted.
The report suggests that mixed messaging from policymakers is compounding the issue. While vaping is promoted through stop-smoking services, it is simultaneously subject to restrictions, flavour debates and upcoming taxation – creating what industry stakeholders describe as a “muddled” narrative.
This is further amplified by social media and popular culture, where negative stories about vaping – often lacking context – dominate public discourse.
Notably, 78 per cent of respondents believe there is a “vape epidemic” in the UK, despite estimates suggesting only around 10 per cent of adults vape.
“Alarmist messaging and negative framing risk doing real damage,” Murphy said. “If smokers are put off switching, we risk undoing years of progress in reducing smoking rates. People need clear, balanced information about nicotine products so they can make informed choices."