The WVA’s Khan Reaction

Posted 15th June 2022 by Dave Cross
The World Vapers’ Alliance has welcomed the UK plans to push vaping to meet its smoke-free 2030 target. The Khan review was commissioned by the UK’s Secretary of State for Health and Social Care, Rt Hon Sajid Javid MP. One key element of the review is the support for vaping as an effective tool to help smokers quit.

Michael Landl, Director of the global vaping advocacy group World Vapers’ Alliance, commented: “It is great that the UK seems to keep supporting vaping to help smokers quit despite the unfounded attacks in other parts of the world. Vaping is proven to be one of the most successful smoking cessation methods. The UK is the beacon of hope for smokers who want to quit, and other governments should follow their lead.”

The report endorses harm reduction and states that the “priority is to help people quit smoking as quickly, completely, and permanently as possible. That must also be the overriding public health priority.” Additionally, Dr Khan wants to tackle misinformation about vaping by providing “accurate information to consumers on the benefits of switching.”

The review includes the following recommendations:

  • Provide accurate information to healthcare professionals about the benefits of vaping
  • Promote vaping as a substitute for smoking and offer free “swap to stop” vapes to help smokers quit
  • Implement measures that prevent young people from taking up vaping

“Even though the plan is not perfect, it is great to see that the UK puts practical solutions centre stage instead of following idealised goals. Harm reduction is proven to be effective and is the only way forward. The UK should also use this opportunity to get rid of some of the most burdensome EU legacy regulations like nicotine and container size limits”, Landl continued.

“The European Union should take the UK's approach as an example when designing its strategy for tobacco regulation. Vaping should be the leading component of the upcoming Tobacco Product Directive review in the efforts to help smokers quit,” Landl concluded.
The World Vapers’ Alliance says it “amplifies the voice of vapers around the world and empowers them to make a difference in their communities. Our members are vapers associations as well as individual vapers from all over the world.”


Michael Landl is an experienced policy professional and passionate vaper. He studied at the University of St. Gallen and worked for several public policy outlets and in the German Parliament.


 Dave Cross
Article by Dave Cross
Freelance writer, physicist, karateka, motorbikes, and dog walker
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