More Than Half of UK Smokers Misunderstand Vaping’s Risks, Study Reveals

More than half of adult smokers in the UK incorrectly believe vaping is as harmful or more harmful than smoking, according to a 2026 analysis by Action on Smoking and Health (Ash). This misconception, which has grown significantly over the past decade, may deter smokers from using vaping as a quitting aid, research suggests.

Public Misconceptions and Their Consequences

The study, based on a survey of 13,000 adults conducted by YouGov for Ash, found that 54% of UK adults and 52% of smokers believe vaping is as harmful or more harmful than smoking. Among smokers who have never tried vaping, the figure rises to 61%. Fewer than a third of smokers correctly understood that vaping is less harmful than smoking, according to the report.

Hazel Cheeseman, the chief executive of Ash, called the findings “worrying,” noting that public perceptions of vaping are “far out of step with the evidence.” She highlighted that many smokers who attempt to quit vaping return to cigarettes, a shift that worsens health outcomes. “For smokers, these misconceptions have real consequences,” Cheeseman said.

Media Coverage and Public Perception

Experts attribute the growing misinformation to media coverage of vaping studies that emphasize potential risks without contextualizing them against the dangers of smoking. A major review by King’s College London found that e-cigarettes pose a fraction of the risk of tobacco smoking, with vapers exposed to significantly fewer harmful substances.

Prof Jamie Brown, director of the UCL Tobacco and Alcohol Research Group, noted that “people have seen a lot of news stories over the past 10 to 15 years that focus on the harms of e-cigarettes without putting them in the context of how bad cigarettes are.” This selective reporting, he said, has led to widespread confusion.

Scientific Consensus on Vaping’s Risks

Current evidence consistently shows that vaping is less harmful than smoking. However, experts caution that vaping is not risk-free. Alizée Froguel, prevention policy manager at Cancer Research UK, emphasized that “there is no good evidence that vaping causes cancer” but warned against its use by non-smokers or youth.

Prof Peter Hajek, director of the Health and Lifestyle Research Unit at Queen Mary University of London, said false beliefs about vapes discouraged smokers from making the switch and “closed the door to a relatively easy way out of the deadly habit.” He criticized some anti-smoking advocates for “exaggerating the harms of vapes” to achieve public health goals, a practice he deemed unethical.

Policy Responses and Future Challenges

The UK government is implementing new restrictions on vaping products and preparing further regulation through the tobacco and vapes bill. While these steps aim to curb youth vaping, experts emphasize the need to ensure vapes remain accessible to adult smokers.

Cheeseman urged a “coherent public health strategy” to address both youth vaping and adult smoking. “It’s important to ensure that vapes are accessible to the millions of people who still smoke in the UK and need support to quit,” she said.

Why This Matters for Public Health

The misperception of vaping’s risks has real-world implications. Two out of three smokers will die from a smoking-related illness if they don’t quit. Vaping has been shown to be an effective way for helping smokers to stop. However, the growing gap between public understanding and scientific evidence threatens progress in reducing tobacco-related harm.

As the UK grapples with these challenges, experts stress the need for accurate, evidence-based communication. “Correcting these misperceptions is critical,” said Brown. “We know that e-cigarettes are a really effective way for helping smokers to stop, so it’s important for them to have these misperceptions corrected.”