UK Consumers have gradually shifted towards rechargeable products

Key Points:

Usage of disposable e-cigarettes is declining: a study has found that in the UK, the ban on disposable e-cigarettes has not yet come into effect, and consumers have gradually shifted towards rechargeable products, resulting in a significant decrease in usage, particularly among the 16-24 age group.

Overall usage rates tend to stabilize: Data from 2022 to 2024 shows that the e-cigarette usage rate in the UK has increased before stabilizing, with restrictions having limited impact on the overall trend.

Policy recommendations lean towards caution: researchers warn that further restrictions may hinder smokers' paths to quitting, and suggest focusing on limitations on marketing displays and advertising.

The government and industry have reached a consensus on the need to protect young people and support adult smoking cessation goals. The government encourages evaluating next steps after the implementation of existing policies.

According to a report by The Independent on April 16, a recent study funded by Cancer Research UK showed that the upcoming disposable e-cigarette ban in the UK may have limited impact on the number of e-cigarette users. The study indicated that since the announcement of the ban, people have been increasingly turning to refillable e-cigarette devices.

A study based on data from the Smoking Toolkit Study analyzed a total of 88,611 adults in the UK, Wales, and Scotland from January 2022 to January 2024. The data showed that the e-cigarette usage rate among individuals aged 16 and above increased from 8.9% to 13.5%; with the proportion of disposable e-cigarette users decreasing from 43.6% to 29.4%. Researchers pointed out that the decrease was particularly pronounced among the 16 to 24 age group.

Scholars at University College London (UCL) have pointed out that the rapid growth of e-cigarette use in the UK in recent years has now plateaued. They have warned that proposed "more strict policies" could hinder smokers from using e-cigarettes to quit smoking. Previously, the UK government announced a ban on disposable e-cigarettes starting on June 1, 2025.

The Tobacco and E-cigarette Act currently under review in Parliament also includes provisions that could restrict the packaging, marketing, and flavors of e-cigarettes.

Dr. Sarah Jackson from the UCL Institute of Epidemiology and Health Care, who participated in the study, stated that

Research results indicate that the ban on disposable e-cigarettes implemented in June may have limited impact on the overall e-cigarette usage rates, as users have already been shifting towards other types. While actions still need to be taken to reduce high usage rates, decision-makers may find that stricter policy options currently under consideration should be avoided, as the situation has stabilized.

Other researchers suggest that "the recent e-cigarette use rate in the UK has stabilized." Analysis found that from January 2022 to January 2024, the e-cigarette use rate among adults increased from 8.9% to 13.5%, while the proportion among young adults increased from 17% to 26.5%.

Scholars say that...

After the announcement of the new policy measures in January 2024, there was a noticeable change in the trend of e-cigarette usage. Among adults and young adults, the usage rates no longer increased, but rather remained relatively stable.

Professor Jamie Brown, from the London School of Hygiene and Tropical Medicine, believes that...

While it is understandable that policymakers want to reduce the use of e-cigarettes among children and non-smokers, smoking remains a top public health priority.

He suggested prioritizing policies that create less disruption in the path to quitting smoking, such as restricting marketing, packaging, and product displays, combined with public education and support measures like the "quit smoking by substituting" program.

Caroline Cerny, Vice Chair of the public health charity Action on Smoking and Health (ASH), believes that research showing government policies are impacting industry and consumer behavior is a positive sign. She emphasizes the need to support adult smokers in their efforts to quit while also protecting youth.

Gillian Golden, Chief Executive of the Independent British Vape Trade Association (IBVTA), welcomed the gradual abandonment of disposable products by consumers before the ban, and called on regulatory agencies to carefully assess the effects before implementing new regulations. She added that in the UK, e-cigarette sales are already prohibited to those under 18, and nearly 3 million people have successfully quit smoking through e-cigarettes, with nearly 6 million smokers still able to benefit from safer alternatives.

A spokesperson for the British government stated that the research provides positive evidence that the growth in teenage e-cigarette use is stabilizing. The government continues to promote the health advice that e-cigarettes should be used as a smoking cessation tool for adult smokers, and not for children or non-smokers.

The upcoming Tobacco and E-cigarette Act will grant the government the power to regulate the packaging, flavors, and marketing of e-cigarettes, with the goal of creating a smoke-free generation.