UKVIA publishes its 2025 annual report

The UK Vaping Industry Association has published its 2025 Annual Report, setting out what has been one of the most consequential years to date for the UK vaping sector.

Against a backdrop of significant regulatory change, political transition and heightened scrutiny, the report documents how the UKVIA has continued to champion evidence-based policy, robust enforcement and the vital role vaping plays in reducing smoking rates across the UK.

Official data shows smoking prevalence has fallen to record lows, yet around five million people still smoke, underlining the importance of ensuring adult smokers retain access to regulated, reduced-risk alternatives.

The report details the Association’s extensive engagement with policymakers throughout the year, including sustained work on the Tobacco and Vapes Bill, the introduction of the single-use vapes ban and preparations for the forthcoming Vaping Products Duty. The UKVIA consistently argues for proportionate regulation that protects young people while avoiding unintended consequences that risk driving adults back to smoking or into the illicit market.

A major focus during 2025 was tackling illegal and underage sales. The UKVIA’s Be Vape Vigilant campaign reached a significant milestone, with around 1,500 reports of suspected illegal or underage vape sales submitted since launch. The Association also played a central role in developing a proposed national vape retail and distributor licensing framework, designed to strengthen enforcement, raise standards across the supply chain and ensure responsible businesses are not undercut by rogue operators.

Public education remained a cornerstone of UKVIA activity. VApril returned for an eighth year, delivering the world’s largest vaping awareness campaign at a time when misperceptions about vaping are at record levels. The campaign generated more than 690,000 impressions and over 32,000 website visits, reinforcing the evidence on vaping and supporting smokers to make informed choices. Alongside this, new research highlighted gaps in smoking cessation training across the NHS, prompting the launch of the UKVIA Healthcare Hub to better equip health professionals with evidence-based guidance.

The Annual Report also reflects the Association’s international engagement, high-profile media presence and the collective contribution of its committees and members. Looking ahead to 2026, the report outlines upcoming initiatives including VapeVerify and VapeWatch, aimed at challenging bad science and misleading reporting, as well as work on a new Vape Notification Framework to strengthen compliance from submission to sale.

As the sector enters another pivotal year, the 2025 Annual Report reinforces the UKVIA’s commitment to supporting responsible regulation, effective enforcement and policies that help deliver a smoke-free future without undermining harm reduction for adults.

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