In the last month, searches for “prime bar vape” have experienced a 600% search interest growth across the UK, alongside a 400% growth in searches looking for a “crystal bar vape”. The Royal College of Paediatrics and Child Health called for an outright vaping ban, reporting “that experimental use of e-cigarettes among 11–17-year-olds is up a staggering 50% on last year.” The normalisation of vaping is leading young people into the same addiction trap, just in some new packaging.

• Searches for ‘vape shop near me’ grew 135% between January 2020 and January 2023, with an average of 62,000 UK searches every month for this term.
• Hundreds of people every month search “why do I vape more than I smoked?”
• There are 200 monthly UK searches for “weed flavoured vape”

As the tobacco industry is fearing an impact from international health campaigns, it isn’t surprising that leading tobacco companies rushed to buy the most popular vape brands too. Lester Morse, founder and director of Rehabs UK, says: They’re just getting the new generation hooked on the same old stuff wrapped in some shiny new packaging.”

Morse notes that decades of campaigning to restrict tobacco advertising simply does not apply to e-cigarettes yet: "Many young people believe that vaping is less bad than smoking, as a result of clever marketing specifically targeting teenagers to make it look more innocent. In fact, the UK government just endorsed an e-cigarette company accused of fuelling underage vaping through advertising under 18s."

“While underage tobacco use has declined steadily due to advertising restrictions and public health campaigns, we are now letting e-cigarette companies get away with blatantly designing these highly addictive substances to appeal to children. Vape shops are literally laid out like sweet shops. Funky colours, fruity flavours, and slick designs, it’s no wonder that teens are flocking to vape shops like flies to lemonade.”

“Vape shops are literally laid out like sweet shops. Funky colours, fruity flavours, and slick designs, it’s no wonder that teens are flocking to vape shops like flies to lemonade.”

Studies from the US show that flavoured vapes tend to be the first ones kids try, and it’s also listed as a primary reason for using e-cigarettes.

"The truth is that researchers don't yet know the long term effects of vaping,” Morse goes on to say, “but studies so far suggest it does far more harm than good. We can't sit around and wait for more data, because we're gambling with the lives of young people in the process."

While it is not yet clear exactly how chemicals in vapes affect the user, experts warn they are probably not safe. But Lester Morse notes that even if you only have to worry about nicotine, the dangers cannot be overstated: “Most vapes include nicotine, which is one of the most addictive substances accessible to young people, studies show that nicotine may be as addictive as heroin and cocaine."

Nicotine is a toxic substance that raises your blood pressure and spikes adrenaline and is linked to a higher chance of heart attacks. Worryingly, e-cigarettes that contain nicotine have also been linked to a higher likelihood of other substance abuse in future. "While the idea of gateways drug is contested, nicotine is known to influence changes in the brain that encourage drug abuse," says Morse. “It is highly concerning that fun packaging and clever product marketing are convincing young people that vaping is harmless, when actually it could introduce them to a lifelong addiction.”

Far from a hip accessory for teens, e-cigarettes were originally meant to help long-term smokers quit their addiction. However, with hundreds of people a month searching “why do I vape more than I smoked?”, Lester does not endorse its use in addiction rehabilitation settings: "Many people use e-cigarettes to help them quit smoking, but there is currently no scientific proof that this actually helps. In fact, it can actually lead to higher nicotine dependence, as it's much easier to have a quick puff of an e-cig than to light a cigarette." Other experts have noted that a consumer can also choose to fill their e-cigarette with a higher dose of nicotine, making it even harder to use the device to overcome an addiction.

"Additionally, vaping indoors is not currently restricted in the UK, so the barriers are far lower than with traditional cigarettes."

Ultimately, vapes are likely doing more harm than good, and the alarming surge in popularity, fuelled by clever marketing tactics and appealing packaging, is trapping young people into a lifelong addiction.

According to a new report, The government is considering a new tax on vapes as part of a drive to create a ‘smokefree generation’.

Documents published alongside the King’s Speech show the government will explore “a new duty on vapes as other countries have done”.

The government is considering announcing a new tax on vapes

According to a new article by the BBC,

'Currently, vaping products are subject to VAT - but unlike tobacco, they are not also subject to a separate levy.

Tobacco duty could also increase at the Budget, to ensure that vaping remains cheaper.

Ministers fear that the relatively cheap cost of vaping means that the products are more accessible for young people and non-smokers.'

Here to help

If you or someone you know is struggling with addiction, Rehabs UK is here to help. Rehabs UK is committed to continuing to support those battling alcoholism, drug addictions and behavioural addictions. To access free assessments with trained treatment advisors, contact Rehabs UK.