According to the annual Youth Survey on Smoking and Health (ASH), conducted by YouGov in March and released on July 7th, the current rate of electronic cigarette use among children aged 11 to 17 in the UK has risen from 4% in 2020 to 7% in 2022. The proportion of children who admit to having tried an electronic cigarette has also increased from 14% in 2020 to 16% in 2022.
The disposable e-cigarette is now the most commonly used product in the e-cigarette industry. According to data, its usage has increased by more than seven times from 7% in 2020 and 8% in 2021, to reach 52% in 2022. Elf Bar and Geek Bar are the most popular brands, with the majority of users only having tried these two brands. Only 30% of users have experimented with any other brands.
Over the past year, concerns have grown about the increasing popularity of disposable e-cigarettes among young people, but this is the first time national data has shown the scale of the change. According to ASH, the survey results indicate a worrying increase in e-cigarette use that requires close monitoring. However, the organization points out that 92% of those under 18 who have never smoked have also never vaped – only 2% have used e-cigarettes more than once or twice.
The most common reason non-smokers use e-cigarettes is still "just to try it out" (65%). For young smokers, the most common reasons for using e-cigarettes is "because I like the taste" (21%), followed by "I like the experience" (18%), and then "just to try it out" (15%), but they also said, "because I'm trying to quit smoking" (11%) or "e-cigarettes aren't smoking" (9%). Fruit flavors remain the most popular (57%).
The use of e-cigarettes is closely linked to age. Of those aged between 11 and 15, 10% have tried e-cigarettes, while the figures rise to 29% for 16 and 17-year-olds (the current figures for e-cigarette use among 16 and 17-year-olds are 4% and 14% respectively). Although there has been an increase in the use of e-cigarettes by minors, the underage smoking rate is lower than it was in 2020 (14% in 2022 compared to 16% in 2020).
This year, a survey for the first time included questions about awareness of e-cigarette promotion. Among those aged 11 to 17, over half (56%) reported knowing about e-cigarette promotion, with the most common sources being in-store or online. Former e-cigarette users had the highest awareness rate (72%). Tik Tok was the most commonly cited source of online promotion (45%), followed by Instagram (31%).
In response to the investigation's findings, the UK Vaping Industry Association (UKVIA) has called for a series of strict measures to combat retailers who sell e-cigarettes to young people without regard for their safety.
John Dunne, the chief executive of UKVIA, stated in a press release that the organization understands the need to strike a balance between supporting adult smokers to quit smoking while not encouraging those under 18 or who have never smoked to start.
The UK Vaping Industry Association (UKVIA) has sent a letter to the Department of Health and Social Care proposing measures to crack down on the sale of e-cigarettes to minors whilst also maintaining their crucial role in helping smokers quit. The recommendations suggest fines of £10,000 (USD 11,897) and the introduction of a national retail licence scheme.
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