A recent report revealed that over one million people in England now vape despite never having been regular smokers, marking a seven-fold increase in just three years.
E-cigarette use among adults who had never smoked regularly remained stable until 2021, with 1 in 200 (about 133,000 people) vaping. By 2024, this surged to 1 in 28 (1,006,000 people), according to a Lancet Public Health study.
Magpie has long been involved in projects to overcome the commercial determinants of health (tobacco, alcohol, vapes, gambling) delivering public health awareness campaigns that inspire behaviour change. Our expertise for working on smokefree projects has grown over 15 years. Whether through our work creating a national movement for a smokefree generation, or branding smokefree high streets, we have an expansive portfolio of work and learnings to share.
Magpie’s Cofounder, Becky, reflects on her personal perception change journey:
Vapes are clearly marketed towards young people, as seen in the rise of vape shops with names like “Candy Clouds” and “Vape Candy,” which often sell only sweets and vaping products, creating a strong association between vaping and youth-friendly treats. This troubling trend raises concerns, particularly when it comes to children and young people. Vaping is becoming increasingly common among this demographic, but what drives young people to start? Do young people acknowledge the ‘trap’ in ‘the trend’ and how can we positively influence them to resist these behaviours?
We recently worked on a comprehensive study (Youth Smoking and Vaping Research, Magpie, August 2023) commissioned by Kirklees Council, which sheds light on these questions. This research offers insights into the drivers, risk factors, and potential solutions to curb smoking and vaping uptake among children and young people in high-smoking-prevalence areas.
The full study included a literature review on smoking and vaping prevention, focus groups and interviews with students, parents, and teachers in high smoking areas, and a COM-B behavioural analysis to identify key drivers and barriers to behaviour change.
Key findings: What drives vaping uptake?
The research revealed several critical factors that contribute to young people taking up vaping:
- Peer influence and social norms: Young people often start vaping due to peer pressure, a desire to fit in, or because they see these behaviours as “cool.” Social media influencers and the visibility of adults vaping and smoking in public also play a significant role.
- Perception of safety: Vaping is often perceived as safer and cleaner than smoking, making it more attractive to young people. Its portrayal as a trendy, harmless activity, especially through advertising and flavoured products, further fuels this perception.
- Access and exposure: The ease of access to vapes, especially in local shops and even homes, makes it difficult for young people to avoid. Some children as young as 9 or 10 are exposed to vaping through family members or neighbourhood stores selling to underage customers.
Barriers to saying ‘no’
While young people are aware of the health risks associated with smoking and vaping, several barriers prevent them from saying no:
- Low awareness of health risks: Many children do not fully understand the long-term health effects of vaping, often believing it to be a healthier alternative to smoking.
- Cultural and religious contexts: While some cultural or religious teachings discourage these behaviours, the lack of consistent messaging from schools and religious institutions like mosques can dilute their influence.
Positive influences: What helps young people resist?
Despite these barriers, there are several factors that help young people say no to smoking and vaping:
- Education and awareness: Information about the negative health impacts of smoking and vaping, especially through school programmes and campaigns, can make a difference. The research highlighted the importance of consistent education starting at primary school and extending through secondary school.
- Family support: Open discussions with parents about the dangers of vaping and smoking are critical. When parents actively engage in conversations about these risks, children are more likely to resist the temptation.
- Social competence and resilience: Teaching young people how to handle peer pressure, improve self-esteem, and develop coping mechanisms for stress are all effective ways to build resilience against smoking and vaping.
Five recommendations for reducing vaping among young people
Based on the research findings, here are key recommendations for reducing vaping and smoking among young people:
- Strengthen education in schools: Schools should implement standardised, comprehensive policies that address smoking and vaping within the curriculum. This includes regular PSHE lessons that cover the dangers of these behaviours, peer pressure, and social media influence.
- Engage parents in the discussion: Parents play a crucial role in preventing vaping. Providing them with clear guidance and resources on how to talk to their children about the dangers of vaping is essential. Schools and community settings, including religious institutions, should collaborate in educating both parents and children.
- Enhance community enforcement: Local communities can play a vital role in reducing the availability of vapes to underage users. Empowering people to report shops and individuals selling vapes illegally, along with stricter regulation and enforcement, is necessary.
- Promote peer support: Peer-led programmes in schools, where influential students are trained to promote smoke-free and vape-free lifestyles, can help counteract peer pressure. Anonymous drop-in support sessions for young people who want to quit should also be provided.
- Counter vape marketing: Tackling the appeal of vape marketing, especially advertisements targeted at young people, is crucial. Campaigns should focus on deconstructing the glamorisation of vaping while highlighting its addictive and harmful nature.
With vaping becoming increasingly common among young people, it is more important than ever to address the root causes behind this trend. By focusing on education, family support, community enforcement, and peer influence, we can positively impact the choices young people make regarding smoking and vaping. It’s a collective responsibility to ensure the next generation is equipped with the knowledge and resilience to say no.
Ready to make a difference?
If you’re interested in learning more about the full report including the recommended logic models, or how we can work together to address the rise in smoking and vaping among young people, we’d love to hear from you.