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Cutting Through the Smoke

The Independent British Vape Trade Association has responded to growing fears about the spread of misinformation about vaping by launching a major public information campaign

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The Independent British Vape Trade Association (IBVTA) has responded to growing fears about the spread of misinformation about vaping by launching a major public information campaign. It follows Action on Smoking and Health issuing a briefing to put evidence in context to combat common myths to prevent them being accepted as conventional wisdom.

Launching its briefing, ASH said: “The provision of accurate information about vaping is vital, as currently 43% of smokers who have not tried vaping, think vaping is as or more harmful than smoking, up from 27% in 2019.”

Currently, ASH says, the most common myths include vaping nicotine being more harmful than smoking, more addictive than smoking, how much nicotine disposables deliver, the gateway to smoking lie, nicotine damaging brain development, and that children vape because of the flavours.

The IBVTA says: “With the government expected to launch a consultation on the future of vaping shortly, the UK’s leading trade association for the vaping industry today launches a major national public information campaign that will run for the next six months aimed at clearing the air of confusion around vaping whilst publishing new research that underlines the importance of vaping in helping smokers to quit. 

“Recent months have seen a flurry of negative headlines about vaping and, according to research from a leading health charity, 40% of people now believe vaping is as or more harmful than smoking, a figure that has risen by an astonishing 60% in just three years.”

The trade body says it is aiming to set the record straight and highlight the benefits of vaping, including how vapes help smokers quit.

Marcus Saxton (Chair of the IBVTA) commented: “Recent negative headlines about vaping are seriously impacting people’s understanding and perceptions with a record number now believing it is as dangerous as tobacco. Unchecked, this growing confusion risks jeopardising the positive work that vaping has achieved in the last decade and will deny smokers and ex-smokers a proven and positive quit aid, risking 2 in 3 lifetime tobacco users suffering death by a smoking related cause. 

“And, with government now talking up the possibility of a ban on single use devices, which are a crucial step toward quitting for many, the government’s ambition for a smoke free Britain by 2030 hangs in the balance. 27% of smokers are yet to try vaping with reasons given including concerns that are being incorrectly amplified in the media and a ban will decrease take up even more.

“The Government itself has confirmed that vaping is 95% safer than smoking and the research that we are publishing today shows the critical role that vaping is playing in helping smokers quit. That is why we are today launching this major new campaign to challenge some of the inaccuracies and to provide reassurance around the benefits of switching to vaping whilst detailing what we as a responsible sector are doing to address recent concerns around, for example, youth access prevention and the environment.”

To find out more about the IBVTA’s 6-month campaign and facts about vaping, use the link below.


Dave Cross avatar

Dave Cross

Journalist at POTV
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Dave is a freelance writer; with articles on music, motorbikes, football, pop-science, vaping and tobacco harm reduction in Sounds, Melody Maker, UBG, AWoL, Bike, When Saturday Comes, Vape News Magazine, and syndicated across the Johnston Press group. He was published in an anthology of “Greatest Football Writing”, but still believes this was a mistake. Dave contributes sketches to comedy shows and used to co-host a radio sketch show. He’s worked with numerous vape companies to develop content for their websites.

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