Survey Finds UK Flavor E-Cigarette Ban Could Push 1.5 Million People Back to Smoking

Today, on April 7, news reports that one-third of UK e-cigarette users are concerned that a ban on flavored devices and liquids will lead them to resume smoking, which could cause nearly 1.5 million former smokers to relapse.

Previously, UK ministers were considering stopping the sale of flavored e-cigarettes as they were exploring measures to prevent youth from vaping.

However, a survey of 2,000 adult e-cigarette users found that 76% of them had just started to quit smoking, and 83% of e-cigarette users claimed that flavored e-cigarettes helped them break their smoking habits.

While 27% of respondents agreed that it is indeed necessary to address youth vaping, nearly 37% preferred more effective enforcement against retailers selling e-cigarettes to children rather than an outright ban on flavors.

John Dunne, director general of the UK e-cigarette industry association, said: "The research shows that people rely on e-cigarettes to help smokers quit—and flavors can play a role. While we support efforts to eradicate youth smoking, banning flavors could negatively impact those trying to quit. Typically, policies aimed at eliminating one problem can lead to another, indicating that many adult e-cigarette users are concerned about the messages they hear from the government."

"The survey shows that many people are worried that this change could lead them to resume smoking, which means that based on the number of adult e-cigarette users reported by the National Office (4.3 million), nearly 1.5 million current e-cigarette users in the UK could return to traditional cigarettes according to last year's statistics."

The study also showed that the most popular flavors among adult e-cigarette users are precisely the ones the government is considering banning. While strawberry is the most popular nationwide, other fruit flavors occupy the top five—including blueberry, watermelon, cherry, and raspberry.

Many also mentioned some more unusual preferences, such as lychee, Earl Grey tea, and even Bloody Mary.

The most common flavors that quitters turn to are tobacco and menthol flavors, although 65% of respondents had not received any advice on the best flavors to help them quit.

83% of respondents believe that receiving such guidance would be an important part of their quitting journey.

In another poll conducted by OnePoll.com of 1,000 smokers, it found that 36% of them are currently trying to reduce their cigarette use by increasing their e-cigarette usage. Among them, 75% believe this will help them succeed in their quitting journey.

Dunne added: "It is important to provide appropriate advice for those trying to quit, including flavors, to support them in their quitting process. This indicates that a considerable number of people have successfully used flavored e-cigarettes to help reduce and ultimately eliminate their dependence on cigarettes."

In March, UKVIA submitted proposals to the government to address youth vaping issues. The association called for strict measures in its action plan:

Retailers, including owners and directors, found selling products to minors will face fines of up to £10,000 per offense;

A new national registration scheme for retailers—only those meeting strict eligibility criteria will be allowed to sell e-cigarette products;

The introduction of the first-ever national testing procurement program to continuously monitor retailers' sales to minors;

Funds from fines and the retailer registration program will be used to strengthen enforcement of trade standards.