# Number of vapers overtakes smokers for the first time

By Mark Oates — 2025-11-04

Mark Oates, founder of consumer campaign group We Vape, said: “This important milestone marks a major turning point for public health in the UK.

“The fact that more adults are choosing to vape than smoke is a testament to the power of harm reduction and a rejection of misinformation around e-cigarettes, which are 95 per cent safer than smoking.

“Millions have now successfully made the switch, reflecting global best practice from countries like Sweden, which has recently become smoke-free by embracing evidence, rather than moral panic.

“But progress can’t be taken for granted. The government must now build on this achievement by backing vaping and other safer alternatives like nicotine pouches, rather than undermining their appeal or availability.

“Protecting flavours is mission-critical to making the UK smoke-free, because they make vaping more attractive to adults seeking to quit cigarettes. Any action to restrict flavours risks reversing these hard-won gains.

“Instead, the focus must remain on tough age checks and clear information, which empowers and informs adults whilst preventing access for children.”

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