# Preventing ill health ‘economic imperative’ – report

By Mark Oates — 2025-12-09

Mark Oates, founder of consumer campaign group We Vape, said: “If the government is serious about prevention, it must confront smoking – the biggest preventable killer in the UK – using evidence and common sense.

“Public Health England has long confirmed vaping is at least 95 per cent less harmful than smoking and one of the most effective ways for people to quit cigarettes for good.

“Millions of adults have already successfully used these tools to improve their health, cutting future costs to the NHS. That is successful prevention.

“The government’s new approach is welcome, but it must now use the Tobacco and Vapes Bill to champion harm reduction tools like vaping and nicotine pouches, which demonstrably save lives.

“Prevention is about giving people safer choices, not removing them. By backing harm reduction, the government can take an intelligent, evidence based step toward a smoke free generation that’s achieved through innovation, not prohibition.”

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