More than half of smokers in the United Kingdom now incorrectly believe that vaping is as harmful as—or even more harmful than—smoking cigarettes. According to leading public health experts, this growing misconception is preventing smokers from switching to less harmful alternatives and is undermining tobacco harm reduction efforts.
A new analysis, reported by The Guardian, found that 52% of smokers now believe vaping carries the same or greater health risks than smoking combustible cigarettes. This represents a significant shift in public perception despite the broad scientific consensus that, while vaping is not risk-free, it exposes users to far fewer toxic substances than smoking and can play an important role in helping adult smokers quit cigarettes.
Leading experts call for evidence-based communication
Several internationally recognised tobacco control experts have expressed concern that inaccurate public perceptions are becoming a barrier to improving public health.
Hazel Cheeseman, Chief Executive of Action on Smoking and Health (ASH), warns that media coverage frequently highlights potential risks of vaping without placing them in the context of the far greater harms caused by smoking. This discourages smokers from switching and, in some cases, even leads former smokers back to cigarettes.
Professor Jamie Brown of University College London emphasises that two out of three long-term smokers die from smoking-related diseases unless they quit. He argues that e-cigarettes are an effective smoking cessation aid and that public communication should always compare vaping risks with those of smoking rather than discussing them in isolation.
Professor Peter Hajek of Queen Mary University of London also criticises the growing tendency to exaggerate vaping risks. According to Hajek, presenting misleading information—even with good intentions—prevents smokers from making informed decisions and ultimately undermines public health.
Accurate information is essential for harm reduction
For the Independent European Vape Alliance (IEVA), the findings reinforce the importance of evidence-based public communication across Europe.
Dustin Dahlmann, President of IEVA, said:
“Millions of Europeans still smoke combustible cigarettes—the most harmful form of nicotine consumption. When smokers are led to believe that switching to vaping offers little or no health benefit, we lose valuable opportunities to reduce smoking-related disease. Policymakers, healthcare professionals and the media all have a responsibility to communicate the scientific evidence accurately and proportionately. Harm reduction can only succeed if smokers are given truthful information about the relative risks of different nicotine products.”
IEVA continues to advocate for science-based regulation that protects young people and non-smokers while ensuring that adult smokers have access to significantly less harmful alternatives.
Reducing smoking prevalence requires more than regulation—it also requires clear, balanced and evidence-based communication. Correcting widespread misconceptions about vaping should therefore become a priority for public health across Europe.
