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As the country’s leading forum, the UK Va**ng Industry Association (UKVIA) is spearheading one of the biggest market disruptions in the 21st century – the seismic shift from smoking to va**ng.

07/10/2026

The UKVIA has welcomed new Office for National Statistics data showing smoking rates has fallen to a new record low of 9.8% - down from 10.6% in 2024 and 20.2% in 2011.

However, the government’s current approach to va**ng, which has been instrumental in helping millions of adults reduce or completely stop smoking, risks undermining that progress.

Responding to the new data, our Director General John Dunne, said:

“The latest ONS figures show just how far Britain has come in tackling smoking, with rates once again at a record low and va**ng playing an undeniable role in driving that progress – which makes the Government’s current approach to va**ng all the more baffling.

“At the same time that va**ng is helping millions of adults move away from or stay off ci******es, a growing list of policies and proposals risk making v**es harder to choose and less accessible for the very people who rely on them. Not least the new Va**ng Products Duty, which came into force this month and will see the cost of va**ng products increase by as much as 264%.

“Our survey of almost 3,500 adult va**rs showed 50% feared the duty could send them back to smoking or to the black market, while analysis from the Centre for Economics and Business Research estimates it could see 946,000 va**rs and dual users switch exclusively to smoking and create £306.6m in additional healthcare and productivity costs.

“No young person or never-smoker should be using va**ng products, and the industry backs meaningful action against illegal sellers, but that should not come at the expense of adult smokers, va**rs and the legitimate sector supporting their smokefree journeys.

“That’s why we’re calling on Government to commit to a Fair Deal for Va**ng, one which protects young people, cracks down on rogue retailers and preserves the public health power of va**ng – including a proportionate approach on packaging, advertising and display, protecting vital flavours and an urgent review of the VPD rate.

“This should be a moment to celebrate Britain’s progress on smoking. Instead, we are having to fight to protect one of the tools that has been instrumental in helping make that progress possible.”

Find out how you can back a Fair Deal for Va**ng: https://enoughenough.co.uk/

02/10/2026

The Va**ng Products Duty came into force this week and brought with it a major cost increase for millions of adult va**rs across the country - as much as 264% for some products.

Sign our petition today and join us in calling for a Fair Deal for Va**ng, including an urgent review of the VPD: https://c.org/8fV8V2pM4S

01/10/2026

"...The Government needs to change course before this miscalculation sends the UK’s smokefree ambitions up in smoke."

With the Va**ng Products Duty coming into force from today, our Director General John Dunne said:

“This is nothing short of a tax on public health. If we want to talk about duty, how about the Government’s duty to protect a product that has helped millions of adults cut down on or stop smoking, rather than imposing a new tax that will increase the cost of that same product by as much as 264%?

“Worse still, our survey of almost 3,500 adult va**rs found the average e-liquid consumption is more than twice the figure HMRC used to model the duty, meaning the rate could have been significantly lower and still met the Government’s revenue target. Instead, millions of adults are being asked to pay more.

“Our survey also showed around 50% of va**rs would turn back to smoking or to the black market once the duty comes into play, while fresh analysis from the Centre for Economics and Business Research estimates that it could see 946,000 va**rs and dual users switch exclusively to smoking, 1.5 billion additional ci******es smoked each year and £306.6m in additional healthcare and productivity costs.

“Protecting young people is essential. But that means stronger enforcement against illegal and rogue traders, not making legal va**ng more expensive for adults trying to stay away from ci******es. That’s why we’re calling for a Fair Deal for Va**ng which includes action against the illicit market. The Government needs to look at the evidence and be prepared to change course before this miscalculation sends the UK’s smokefree ambitions up in smoke.”

Learn more about our Fair Deal for Va**ng plan: https://c.org/psWSQyHHN2

Read the Cebr report (commissioned by V**e Club): https://www.v**eclub.co.uk/how-to-v**e-guide/the-impact-of-the-va**ng-products-duty

Find out more about our survey: https://ukvia.co.uk/va**rs-blindsided-by-potential-264-price-hike-as-new-v**e-duty-looms/

30/09/2026

Sign our petition today and join the call for a Fair Deal for Va**ng: https://enoughenough.co.uk/

23/09/2026

It's time for a fair deal for va**ng!

Millions of adults have used va**ng to cut down on or completely move away from ci******es - but a whirlwind of new policies and proposals risks making it more expensive, less accessible and harder to choose for the very people it can help become smokefree.

That's why we are calling on the Government to commit to our 10-point Fair Deal for Va**ng plan, which balances protecting young people and tackling illegal sales with preserving the public health potential of va**ng.

Find out more and sign the petition: https://c.org/8fV8V2pM4S

22/09/2026

Andy Burnham has pledged growth in every postcode…try telling that to the va**ng businesses across the country, including in his native North West.

The rise of considerably less harmful va**ng across the UK has made an indelible mark on smoking prevalence.

At the same time the industry has made a significant contribution to the economy in the North West. A report by Centre for Economics and Business Research (Cebr) previously showed that the region has been 2nd highest in the UK for turnover generated (£191m) and employment created (1,169).

Despite all of this, the government – led by one of their own - seems intent on making life as difficult as possible for the va**ng sector, even though it has helped more than five million adults across the country cut down on or stop smoking and spawned a new industry in the region.

What’s happening:

- New Va**ng Products Duty increasing v**e prices by up to 264%
- Ban on all advertising and marketing from June 2027
- No business rates reliefs as all v**e shops indiscriminately classified as ‘anti-social’

What’s being proposed by Government:

- All v**es to be hidden from view in retail outlets
- Plain packaging for all v**es
- Highly restricted product names

Join the call for a Fair Deal for Va**ng: https://enoughenough.co.uk/

21/09/2026

This is just one of the testimonials shared through our Fair Deal for Va**ng petition from adults who have used va**ng to stop smoking.

We’re saying Enough is Enough to the current approach to va**ng and calling for a better path forward – one that protects young people and tackles illegal sellers, while preserving va**ng as a quitting tool for adults.

Find out more and add your voice to the call for change: https://c.org/8fV8V2pM4S

And thank you to Stephen, and everyone else who has taken the time to share their story.

17/09/2026

569 voices saying ‘enough is enough’ – and counting…

Va**ng has helped millions of adults cut down on or completely ditch ci******es in the UK. But a whirlwind of new policies and proposals risks making va**ng more expensive, less accessible and harder to choose for the very people it can help become smokefree.

That’s why we’re calling for a Fair Deal for Va**ng; one that protects young people and cracks down on illegal sellers, while preserving the public health potential of the legitimate v**e sector.

Find out what’s at stake and join the hundreds of people who have already signed our Fair Deal petition: https://enoughenough.co.uk/

16/09/2026

From October, e-liquid will be hit with a new duty which increases the cost of va**ng products by as much as 264%.

The government is also:
- proposing to hide v**es behind shop counters, strip packaging and devices of their identity and
- introducing an advertising and marketing ban from June next year

Protecting children matters. But making legal va**ng costlier, less visible and less distinctive for the adults who rely on them to stay off smoking, while making it harder for the legitimate industry to communicate with them, risks hurting the UK’s smokefree goal.

ENOUGH IS ENOUGH. The Government needs to regulate by risk, and protect the va**ng route away from ci******es for adults.

Join the call for a Fair Deal for Va**ng today: https://enoughenough.co.uk/

15/09/2026

“Va**ng has kept me smoke free for more than 18 months now…”

This is just one of the testimonials shared through our Fair Deal for Va**ng petition from adults who have used va**ng to stop smoking.

We’re saying Enough is Enough to the current approach to va**ng and calling for a better path forward – one that protects young people and tackles illegal sellers, while preserving va**ng as a quitting tool for adults.

Find out more and add your voice to the call for change: https://c.org/8fV8V2pM4S

And thank you to Angela, and everyone else who has taken the time to share their story.

Address

34 Smith Square
London
SW1P3HL

Telephone

+442032670074

Website

https://www.ukvia.co.uk/

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