Vaping industry body launches first national campaign

VApril, which is being organised by the UK Vaping Industry Association (UKVIA), will be fronted by TV doctor, Dr Christian Jessen.


A nationwide awareness and education campaign is being rolled out by the vaping sector across the UK this month (April).

VApril, which is being organised by the UK Vaping Industry Association (UKVIA), will be fronted by  TV doctor, Dr Christian Jessen.

The initiative comes on the back of Public Health England’s (PHE) recent review into vaping which reinforced that it was 95% less harmful than smoking and revealed that it was one of the most successful ways to quit conventional cigarettes, said the Association in a statement.

The campaign will call upon the country’s smokers to Take the VApril Challenge which will involve vaping masterclasses at specialist retail stores for smokers to learn about the different products and nicotine strengths that are best suited to a successful quit. As part of the initiative, the UKVIA has published a special education guide – Vaping to break the Smoking Habit.

Commenting on the campaign, Dr Christian Jessen said: “I am always amazed and disappointed to hear that we still have 7 million smokers in this country and, according to PHE, around 40% of them have never tried vaping. Furthermore, more than half of the population don’t realise that vaping is a fraction of the risk of smoking.

“That’s why I’m a committed supporter of the idea of a national vaping awareness campaign such as VApril to encourage smokers to take the first steps to quitting their habit. Already some 1.5 million vapers have given up smoking altogether, but more education is needed to ensure this figure keeps growing.”

John Dunne, a director of the UKVIA, added: “This will be the largest campaign ever run by the vaping industry and reflects how far the sector has come in a relatively short period of time. The challenge for the industry, government and the public health community is to get across the message that e-cigarettes are a very small risk compared to smoking and that nearly 3 million smokers are now vaping, with a significant number having switched over altogether. VApril aims to be the starting point for more smokers to quit their habit.”