VApril returns for ninth year as UKVIA steps up engagement on looming vape regulations

The UK Vaping Industry Association (UKVIA) is set to launch the ninth edition of its flagship VApril campaign next month, positioning the initiative at the centre of an increasingly heated debate over the future of vaping regulation in the UK.

Billed as the world’s largest vape awareness campaign, VApril has, for nearly a decade, focused on supporting adult smokers to quit through vaping by providing evidence-based information, expert advice and practical guidance. This year’s campaign, however, arrives at a particularly significant moment, as the proposed Tobacco and Vapes Bill continues its passage through the parliament.

While the government has framed the Bill as a measure to curb youth access to vaping – a  goal the UKVIA says it supports – the association has raised concerns about provisions that would grant ministers broad powers to restrict flavours, packaging and product displays. According to the trade body, such measures risk limiting the appeal of vaping as a harm reduction tool for adult smokers.

Campaign focus widens

Against this backdrop, VApril 2026 will expand beyond its traditional cessation-focused messaging to include greater awareness of the proposed legislation and its potential implications for consumers.

The campaign will encourage vapers to engage more actively in the policy debate, including by contacting MPs and sharing their personal experiences of quitting smoking through vaping. UKVIA said amplifying these voices will be key to ensuring policymakers understand the role vaping has played in reducing smoking rates.

Alongside this advocacy push, the campaign will maintain its core focus on education. Plans include a comprehensive organic social media programme, the publication of evidence-based guides and factsheets, and the rollout of retailer-facing materials designed to direct consumers to reliable information.

A new “Switch That Stuck” testimonial series will also spotlight success stories from former smokers, with retailers encouraged to showcase real-world examples of customers who have transitioned away from cigarettes.

VApril 2026 will also see the release of new consumer research examining awareness of the Tobacco and Vapes Bill, public attitudes towards potential restrictions, and whether vapers feel their interests are being reflected in government policy.

John Dunne, director general of the UKVIA, said the campaign comes at a time when public perceptions of vaping risk are increasingly out of step with the evidence.

“Vaping has played a major role in bringing smoking rates in the UK to record lows. Yet public misperceptions about vaping are higher than ever, meaning many smokers who could benefit are being discouraged from making the switch,” he said.

“That’s exactly why campaigns like VApril matter. By sharing expert guidance and real stories from people who have successfully quit, we can challenge those myths and help more smokers move away from cigarettes.”

Dunne also stressed the importance of maintaining product variety for adult smokers seeking to quit, arguing that access to a range of flavours and formats remains a critical factor in successful switching.

“It’s vital that adult smokers continue to have access to a wide range of products and flavours to support their quitting journey. That’s why we’re encouraging vapers to speak up for the choices that helped them become smokefree as the Tobacco and Vapes Bill progresses,” he said.

VApril 2026 will run throughout April, with the UKVIA inviting retailers, consumers and stakeholders across the sector to participate in the month-long initiative.