Number of Vapers in Britain Surpasses Smokers for the First Time, Government Tightens Nicotine Regulations

Key Points

• Historic shift: 2024 marks the first year vapers outnumber smokers in the UK.
• Age trends: Vaping most common among 16–24s (13%), while smoking peaks in 25–34s (12.6%).
• Long-term decline: Smoking among 18–24s dropped from 25% in 2011 to under 10%.
• Expert reactions: Health groups hail vaping’s role in cutting smoking, but urge tighter controls.
• New legislation: Tobacco and Vapes Bill introduces age-based sales bans and nicotine pouch rules.

2Firsts, November 5, 2025 — The number of vapers in Britain has overtaken the number of smokers for the first time, marking a milestone in the country’s tobacco control history, the Office for National Statistics (ONS) confirmed.

In 2024, 10% of adults (around 5.4 million) reported regular e-cigarette use compared with 9.1% (4.9 million) who smoke cigarettes. “For the first time, e-cigarette users have surpassed smokers,” said David Mais of ONS, calling it consistent with “the long-term decline in smoking over the past decade.”

Vaping rates fell slightly among men but rose among women, while 16–24-year-olds remain the heaviest users at 13%. Smoking remains most prevalent among 25–34-year-olds (12.6%), and lowest among those 65+ (7.1%).

Public health experts welcomed the crossover as evidence that vaping is displacing smoking, though concerns remain over youth uptake. Hazel Cheeseman of Action on Smoking and Health (ASH) said: “This is a significant moment… but non-smokers and young people taking up vaping remain a worry.”

At University College London, Dr. Deborah Arnott added that vaping “is not risk-free and should only be used to quit smoking.”

The government’s Tobacco and Vapes Bill, now before the House of Lords, will:

• Ban cigarette sales to anyone born on or after 1 January 2009;
• Restrict vape flavours, packaging, and advertising;
• Ban nicotine pouch sales to under-18s;
• Set nicotine content limits and prohibit fruity flavours;
• Impose £200 fines on retailers selling to minors.

Health officials said the rules will “set clear standards on strength, flavour, and packaging to keep young people safe.”

Critics, however, warned that the government is “targeting products that help smokers quit.”

Source: The Telegraph