Smokers still getting the wrong message on vaping risks, English data shows

Smokers in England remain widely mistaken about vaping’s risks, with the latest Smoking Toolkit Study update showing how far understanding has slipped.

The tracker, updated on 14 October, summarises a fall from around 40 per cent of smokers recognising vaping as less harmful in 2014 to around 10 per cent in 2025.

“The largest proportions of current smokers believe vapes are equally or more harmful than cigarettes,” the researchers report.

Those beliefs conflict with current NHS advice and could discourage smokers from trying a product shown to help people stop smoking.

A persistent gap in understanding

The Smoking in England tracker draws on repeated monthly surveys, each involving a new representative sample of around 1,700 people. It tracks population trends, rather than following the same individuals over time.

A separate paper published in Nicotine & Tobacco Research in 2026 provides a more detailed picture of recent perceptions across Great Britain.

Researchers analysed responses from 16,489 people aged 16 and over who smoked, collected between January 2022 and June 2025. By the end of that period, an estimated 37.5 per cent considered vaping equally harmful to smoking and 31.3 per cent thought it more harmful.

Only 18.7 per cent regarded vaping as less harmful, while 12.5 per cent were unsure. These Great Britain estimates are separate from the English tracker’s figures.

“Misperceptions about the relative harms of e-cigarettes remain common among people who smoke in Great Britain,” the authors write.

What the surveys can tell us

The 2026 paper found that perceptions deteriorated more slowly after the disposable vape ban announcement in January 2024. Fears that the announcement would accelerate the worsening trend were not supported.

The analysis ended in June 2025, when the ban took effect, so it can’t establish its longer-term impact.

Survey trends also cannot, on their own, tell us why an individual changed their mind about vaping or whether that belief prevented them from quitting cigarettes.

The distinction is important. These findings document a gap between public understanding and the evidence; they don’t establish a single cause.

Why getting the risks right is crucial

Researchers have warned that misconceptions can affect decisions about quitting.

In a 2025 BMJ letter, academics and public health specialists argued that believing vaping is as dangerous as smoking can deter people from switching completely.

They highlighted people who already both smoke and vape, for whom inaccurate beliefs may be a barrier to giving up cigarettes altogether.

The authors also warned about news coverage that highlights potential vaping harms without explaining how those risks compare with smoking. They called for clearer public health information and direct advice from health professionals.

Current NHS guidance explains the difference in practical terms. Burning tobacco releases thousands of chemicals, including substances that cause cancer. Vaping heats liquid without burning tobacco, and exposes users to fewer toxins and generally lower levels.

People who replace smoking completely with vaping reduce their exposure to substances associated with cancer, heart and lung disease.

A quitting tool backed by evidence

Cochrane’s current review finds high-certainty evidence that nicotine vapes help more people quit smoking for at least six months than nicotine replacement therapy, such as patches or gum.

That finding comes from studies testing quitting treatments, which answer a different question from surveys of public opinion. It provides evidence of a benefit for smokers even while perceptions of vaping have worsened.

For someone still smoking, understanding the difference in risk can shape which quitting options they are willing to consider. The NHS advises that switching completely brings the health benefit, with support available through local stop-smoking services.