Misinformation and mixed messaging leading to smoking resurgence

A dangerous distortion of the public’s understanding of nicotine products could be driving people back to smoking.

A new report by Northerner, which surveyed 2,000 adults, has uncovered just how widespread these misperceptions are.

Fifty-nine per cent said they believe vaping is as harmful or more harmful than smoking, rising to 72 per cent among those aged 18-24, while 46 per cent believe that vapes expose the user to more chemicals than smoking. A further 28 per cent said they were unsure if vaping exposed the user to more chemicals than smoking.

Dr Marina Murphy, senior director of scientific affairs at Haypp Group, said: “Widespread misperceptions about vaping should be ringing alarm bells for public health leaders.

“If people believe vaping to be as harmful as smoking, there is no incentive for them to switch to a less harmful option.

“Alarmist messaging and negative framing risk doing real damage. If smokers are put off switching, we risk undoing years of progress in reducing smoking rates.

“People need clear, balanced information about nicotine products so they can make informed choices.”