In this article, Jacqueline Hoctor, the Commercial Director of UKVIA member IVG reflects on how the vape industry can help tackle growing misperceptions about the relative risks of smoking and vaping.
The newly published 2025 Global Tobacco Industry Interference Index repeats a crucial error by including the vaping sector within the broader tobacco industry framework without clearly distinguishing between the two.
This may seem like a small, technical oversight, but it has serious consequences. By ignoring the clear regulatory, scientific, and harm-reduction distinctions between vaping and combustible tobacco, the Index risks distorting policymaking and confusing the public when clarity is most needed.
Misunderstanding Is Widespread
According to the latest Action on Smoking and Health (ASH) data, 56% of adults and 63% of young people now believe vaping is as harmful as, or more harmful than, smoking, up from 50% and 58% in 2024.
Vaping products are for adult smokers only and the UKVIA does not support anyone under 18 using them. However, it is important to understand what young people think about the relative risks of smoking and vaping, as they will become tomorrow’s healthcare professionals, policymakers and community leaders, and misunderstanding the evidence today risks shaping future public health decisions in a way that keeps people smoking rather than helping them move to less harmful alternatives.
Misconceptions are not limited to consumers; health professionals and advisors who guide smokers, such as dentists, doctors, and nurses, may also be influenced by reports that conflate vaping with tobacco.
Skewed knowledge transfer makes it harder to encourage smokers to switch and contradicts a wide body of credible evidence from authoritative sources including the NHS, Cancer Research UK, King’s College London and the UK Health Security Agency who all categorically state that vaping is far less harmful than smoking.
The misconception is partly driven by reports that do not distinguish vaping from ‘The Tobacco Industry’, giving false legitimacy to the idea that the products are equivalent.
Risks to Harm Reduction
Grouping vaping under the umbrella of the tobacco industry has real-world consequences. Misclassification drives calls for overly strict or poorly targeted regulation, and if consumers believe vaping and smoking are the same, stigma could push existing vapers back toward cigarettes.
Responsible vaping businesses also face regulatory uncertainty, which creates investment risks and barriers to innovation. Collectively, these factors threaten the UK’s ambition for a smoke-free generation.
How the Industry Can Respond
The industry is not powerless. Vaping companies can respond with unbiased transparency, highlighting the role vaping plays in smoking cessation.
In addition, they must continue to share the findings of organisations such as the ones listed above to ensure regulation reflects reality.
Above all, companies should confidently restate their purpose: helping Britain’s remaining smokers move away from cigarettes toward regulated, lower-risk products.
A Clear Distinction Is Essential
To maintain progress, policymakers and researchers must be explicit in recognising the fundamental differences between vaping and tobacco.
Combining the two undermines public understanding and obfuscates switching, hampering harm-reduction efforts and weakening trust in legitimate alternatives.
Clear, evidence-based distinctions are essential to protect innovation, support responsible regulation, and empower smokers to make informed decisions that can transform their lives.
About IVG
Founded in 2016, I Vape Great (IVG) is a UK-based vaping company helping adult smokers reduce or move away from tobacco with alternative nicotine options. Trusted globally, IVG is recognised for excellence and innovation, holding over 50 industry awards. Products are for adult use only and are not medical cessation aids.
