2.3 million vapers to switch back to smoking if flavours were restricted: survey

41 per cent of adult vapers would switch back to smoking tobacco if flavour restrictions were introduced, a new survey has found.

This equates to 2.3 million UK adults, Elfbar, which commissioned the study, noted.

The findings come ahead of the second reading of the Tobacco and Vapes Bill on 26 November, with the bill giving the UK government the power to restrict the sale of vape flavours.

Conducted by Opinium, the survey of 6,000 UK adult vapers highlighted the essential role flavoured vapes play in supporting smoking cessation, while reflecting widespread consumer concern regarding potential flavour restrictions.

The study also revealed that 38 per cent of adult vapers in the UK would seek illegal vapes if flavours were restricted following a single-use ban. 61 per cent of vapers said having a range of flavours helps to stop them from going back to smoking tobacco. Among respondents, 59 per cent use fruit or other sweet flavours at least once a week.

“The research highlights that flavours are not simply a matter of preference but play a central role in preventing smoking relapse, with access to a variety of flavours integral for adults transitioning to vaping and remaining smokefree,” Elfbar said in a statement.

If the government imposes a ban on flavoured vapes, the research suggests a likely increase in the illicit market. 21 per cent of surveyed adults are already aware of illegal vapes being sold in their area, and 16 per cent admitted to purchasing these products on occasion.

“The findings underscore the pressing need for balanced regulation that considers the crucial role of flavours in smoking cessation. With the potential for increased illicit activity and relapse into tobacco smoking, this calls for careful deliberation as the government considers restricting flavours,” Elfbar added, noting that it continues to advocate for proportionate vaping regulation and ensuring adult smokers have access to the tools they need to quit smoking.