VApril campaign to put public education at top of agenda

VApril, the largest and most successful vape awareness campaign in the world, is returning for its eighth year amid record-high misperceptions about the stop smoking tool.

Created by the UK Vaping Industry Association (UKVIA), the initiative comes at a critical time for the UK vaping sector, with half of smokers wrongly believing vaping is as harmful – or worse – than smoking.

Launching next week, VApril will focus on dispelling myths, helping smokers make the switch and, critically, emphasising the need for greater public education about vaping as the most effective quitting tool available.

“Vaping has played a crucial role in driving UK smoking rates to an all-time low, helping millions finally quit for good. Yet, growing misinformation is stopping it from reaching its full potential in securing a smokefree future,” UKVIA Director General John Dunne said.

“VApril was created as our answer to the need for greater awareness about vaping and it has successfully supported smokers in making the switch for eight years.”

The campaign follows the release of Freedom of Information data exposing a shocking lack of government investment in stop-smoking campaigns and comes ahead of a potential advertising ban under the Tobacco and Vapes Bill.

As part of the campaign, the UKVIA will be releasing an expert interview with health psychologist and stop smoking specialist Sairah Salim-Sartoni, who shares the latest evidence on vaping and addresses the dangerous misperceptions which are blocking smokers from making the switch.

It will also be sharing a series of written and video testimonials from real vapers whose lives have been changed by the reduced risk alternative; launching an educational social media campaign to arm smokers with the facts about vaping; and rolling out a library of informative guides and infographics, including:

• A five-step Start Vaping, Stop Smoking plan to help smokers make the switch
• A Stay Smokefree Guide to help disposable users transition to reusables ahead of the June 2025 ban
• A Responsible Vaping Guide to help vapers ensure they are being considerate of those around them
• A 10 Vaping Truths factsheet which breaks down key evidence about vaping

The campaign will also include a parliamentary session to communicate the importance of vaping and public education in securing a smokefree future.

The UKVIA is also hosting its ‘Clearing the Air’ webinar – where an expert panel, including a stop-smoking specialist and a senior research nurse, will discuss how healthcare professionals can confidently talk to patients about vaping.

“To have the best possible chance of helping the remaining six million smokers transition away from cigarettes, the government must invest in public education to correct the narrative surrounding vaping. Smokers deserve to know the facts,” Dunne added.

In addition to the core focus of helping smokers make the switch, and correcting the myths about the proven quitting tool, this year’s VApril campaign will also deliver guidance on the key areas of Identifying Illegal Vapes and Recycling Awareness.

This is to ensure consumers can ‘better protect themselves and the planet as they make the lifechanging decision to quit through vaping’.

VApril has supported smokers looking to quit by providing evidence-based guidance on making the switch and addressing the biggest myths and misperceptions about the most effective stop smoking tool available today. All downloadables and resources will be accessible through the VApril.org website from the launch of the campaign.