The UK Plans to Push Vaping to Meet its Smoke-free 2030 Target

London, 9 June 2022 — Today’s report ‘The Khan review: Making smoking obsolete’ was an independent review of the UK government’s 2030 smoke-free policies. The review was carried out by Dr Javid Khan, the former chief executive of children’s charity Barnardo’s and was commissioned by the UK’s Secretary of State for Health and Social Care, Rt Hon Sajid Javid MP. One key element of the review is the support for vaping as an effective tool to help smokers quit.

Michael Landl, Director of the global vaping advocacy group World Vapers’ Alliance, commented:

“It is great that the UK seems to keep supporting vaping to help smokers quit despite the unfounded attacks in other parts of the world. Vaping is proven to be one of the most successful smoking cessation methods. The UK is the beacon of hope for smokers who want to quit, and other governments should follow their lead.”

The report endorses harm reduction and states that the “priority is to help people quit smoking as quickly, completely, and permanently as possible. That must also be the overriding public health priority.” Additionally, Dr Khan wants to tackle misinformation about vaping by providing “accurate information to consumers on the benefits of switching.”

The review includes the following recommendations:

  • Provide accurate information to healthcare professionals about the benefits of vaping

  • Promote vaping as a substitute for smoking and offer free “swap to stop” vapes to help smokers quit

  • Implement measures that prevent young people from taking up vaping

“Even though the plan is not perfect, it is great to see that the UK puts practical solutions centre stage instead of following idealised goals. Harm reduction is proven to be effective and is the only way forward. The UK should also use this opportunity to get rid of some of the most burdensome EU legacy regulations like nicotine and container size limits”, Landl continued.

“The European Union should take the UK’s approach as an example when designing its strategy for tobacco regulation. Vaping should be the leading component of the upcoming Tobacco Product Directive review in the efforts to help smokers quit,” Landl ends.


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Vaping can save 200 million lives and flavours play a key role in helping smokers quit. However, policymakers want to limit or ban flavours, putting our effort to end smoking-related deaths in jeopardy.

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