The Office for National Statistics (ONS) confirmed that more than 1.1 million adults in Great Britain who have never smoked traditional cigarettes now use vapes. This shift occurs as adult cigarette smoking in England drops to an all-time low of 9.5%, intensifying government efforts to prevent nicotine uptake among non-smokers and youth.
Vaping Rates Climb Across Younger Demographics
According to the ONS Opinions and Lifestyle Survey, 5.4 million adults (9.9%) used e-cigarettes in 2025, continuing an upward trend from 6.4% in 2020. Vaping rates remain highest among young adults aged 25 to 34, where 16.4% report regular or occasional use.
At the same time, traditional smoking continues its steady decline. Smoking prevalence fell from 20.2% in 2011 to 9.5% in 2025. Adults aged 18 to 24 recorded the steepest reduction, dropping from 25.7% in 2011 down to 7.2% in 2025.
UK Government Enforces Stricter Vape Marketing Controls
To curb the appeal of e-cigarettes to younger demographics, the Department of Health and Social Care (DHSC) is preparing strict product standards. The proposals include mandating plain white, grey, or black packaging, removing brand imagery, and limiting flavor names to basic descriptors.
These marketing curbs follow the introduction of the Vaping Products Duty and Duty Stamps Scheme on October 1, designed to reduce product affordability. Furthermore, the Tobacco and Vapes Act will phase in a ban on tobacco sales to anyone born on or after January 1, 2009, while extending smoke-free and vape-free restrictions to outdoor public areas, including outside schools and hospitals.
Health Minister Alison McGovern addressed the shifting public health landscape:
"Backed by record government investment and the joint work of the NHS, councils, charities and stop smoking services, more than 141,000 people successfully quit last year... But we know there is more to do... it is vital we support people to quit and lead healthier lives."
Digital Content Creator & Vape Industry Analyst
Jake Miller is a prominent voice in the American vaping community, known for his transparent, tech-focused approach to harm reduction and hardware innovation. With over six years of experience in the industry, Tyler transitioned from a hobbyist to a full-time content creator, building a loyal following through his unfiltered reviews and deep-dive technical tutorials.