Hello dear vapers,

This week’s wrap-up is a special edition, because the past week marked a very important day for the THR community – World Vape Day. What a week it has been!

The WVA was present in South Africa, Germany, and Argentina with activations and stunts highlighting the benefits smokers can gain by switching to less harmful nicotine alternatives. We also launched a dedicated resource centre, where you can find more information about World Vape Day 2026 and the campaign behind it.

This week, we were also featured in media outlets across the world, highlighting the importance of celebrating World Vape Day on the day before World No Tobacco Day, marked by the WHO. While the WHO continues to push for restrictive policies, the THR community remains loud and united in celebrating harm reduction successes around the world – both for former smokers and for the people around them.

For instance, take a look at this article published in Sunday World, where we explain why South Africa’s current tobacco policies are counterproductive and risk undermining public health goals. Also worth reading is a piece by Brussels Report on how consumers are fighting back against misinformation and standing up for tobacco harm reduction.

Moving on, We Are Innovation published an excellent study revealing that up to 73% of friends and family members who witnessed a loved one switch to an innovative nicotine product believe it is significantly less harmful than cigarettes. It’s definitely worth a read.

This week, the entire THR community came together to celebrate World Vape Day. Thank you for joining forces, spreading the word, and continuing the fight for evidence-based policies and consumer choice.

That’s how we win!