We Vape has carried out a poll of 601 vapers across the UK and found that more than a third of UK-based vapers – two million users – will defy new flavour restrictions proposed under the Tobacco & Vapes Bill.

The poll showed that 35% of respondents said they would continue to buy flavoured vapes online, abroad or elsewhere if flavours were limited to only ‘tobacco’, ‘menthol’, and ‘fruit’. We Vape has concluded that, with 5.6m vapers in the UK, this equates to almost two million of them buying unregulated products if flavours are restricted.

The poll was commissioned by Britain in Focus after the Bill’s first reading.

We Vape founder Mark Oates said: “Our polling shows millions of vapers are just going to ignore any measures that prevent them from accessing the flavours that help them quit smoking.

A close look at the restrictions in the new Tobacco and Vapes Bill

“If a certain vape flavour stops a person lighting up, it should be protected. Naming products in a way that clearly appeals to children, like bubblegum, must of course be banned, but there are many flavours that attract smokers looking to make the switch away from the tastes and smells associated with smoking. Appealing flavours must be protected to ensure we don’t see a mass migration from vaping back to combustible tobacco, which is a death sentence for most users.”

The poll also showed that one fifth (20%) of respondents are likely to take up smoking again if there is a flavours ban. This equates to 1.1m vapers.

Oates continued: “The vape vote is becoming increasingly important due to the sheer numbers of smokers who have switched to this effective harm reduction tool. Keir Starmer is garnering a reputation for not listening to the public. If this continues with vaping the stats are clear – it will cost him at the polls.”

The equivalent of 270,000 people (4.8% of respondents) shared they would ‘make their own’ vapes, said We Vape, to avoid restrictions and save money after the e-liquid tax hike of £2.20 per 10ml.

Oates concluded: “Our research now shows some people feel so strongly about further restrictions they would consider making their own vapes. Removing a product does not remove its demand and with so many people prepared to use illicit products, the government must protect crucial flavours or face the uphill struggle of trying to uphold laws that are impossible to enforce.”

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