As the UK clamps down on youth vaping, new evidence suggests the approach could have unintended consequences for older smokers.
Research shows that over-55s are the most likely to use vaping to give up cigarettes, but current proposals under the Tobacco and Vapes Bill risk limiting access to the very tools they rely on.
Older adults turn to vaping to quit smoking
Haypp surveyed 501 adult vape users in the UK and found a clear generational divide in motivations for vaping. Among those aged 55 and over, 87 per cent said they began vaping specifically to quit smoking.
That figure drops sharply in younger age groups, falling to 49 per cent among 45 to 54-year-olds and just 18 per cent among those aged 18 to 24. The findings underline how vaping plays a markedly different role later in life. It’s less about experimentation or convenience and more about breaking long-established smoking habits.
Strong health gains reported after switching
Older vapers also report the strongest sense of wellbeing after making the switch from cigarettes. More than nine in ten over-55s say they feel better since switching, while 55 per cent cite improved health as the main benefit – the highest proportion of any age group surveyed.
These results suggest motivations rooted firmly in wellbeing rather than peer influence or cost. The same cohort was also more supportive of policymakers recognising vaping as a legitimate quitting aid, with 45 per cent agreeing it should be considered a good way to stop smoking, compared with an average of 24 per cent across other age groups.
Why older smokers stand to lose most
Older smokers often face the greatest risks from continued tobacco use due to longer smoking histories and higher rates of smoking-related illness. But research shows they are less likely than younger adults to have moved away from daily smoking.
At the same time, communication limits or broad product restrictions could make it harder for older smokers to access accurate information about regulated alternatives. Without clear guidance, those considering a switch may be left uncertain or disengaged at a critical moment.
Calls for targeted protections, not blanket bans
Markus Lindblad, Head of Legal and External Affairs at Haypp, said older adults have been largely absent from the policy debate. “Older adults have largely been absent from the policy conversation, and this needs to change,” he said.
“Our data makes it clear just how important the experience of older adults ought to be when the government considers the impact of advertising bans or communication restrictions as part of the Tobacco and Vapes Bill.”
Lindblad said youth protections should be designed with precision. “We need to address issues like youth access through targeted measures such as robust age-gating technology and strict enforcement measures,” he said.
“Blanket restrictions on communicating about vapes or other alternative nicotine products will only serve to exclude older people and limit their ability to make informed choices.”
