Changes in harm perceptions of e-cigarettes compared with cigarettes following the announcement of the disposable vape ban in Great Britain

Sarah E Jackson, Jamie Brown, Catherine Kimber, Katherine East, Emke Brazier and Sharon Cox

New research from Great Britain highlights a growing concern about how people who smoke perceive the relative harms of vaping and smoking.

The study found that the proportion of people who smoke who believe vaping is less harmful than smoking fell from 32.4% in January 2022 to just 18.7% in June 2025. Meanwhile, more people believed vaping was equally or more harmful than smoking.

These findings are concerning because misperceptions about relative harm can discourage people who smoke from switching to a less harmful alternative – and may contribute to some returning to smoking.

While vaping is not risk-free, the evidence shows it is substantially less harmful than smoking. Clear, accurate communication about this distinction is an important part of effective harm reduction.

Read the full research here.