The UK’s goal to create a ’smoke free generation’ by 2030 could be challenged by a proposed ban on flavoured vapes, new data has suggested.
Tackling youth vaping is a key priority through banning flavoured products, which is intended to reduce their appeal. But experts at vape retailer Tablites have this week raised concerns that this may cause problems for adult smokers using them to quit.
Flavoured vapes are currently one of the most effective tools used by millions of adults to quit smoking, with fruit and sweet flavours making up half of the legal vape market.
The new research indicates that one in three vapers - equivalent to up to 1.5m former smokers - could fall back into old habits if those options were removed.[2]
Exclusive retail sales data from Tablites show that, between December 2024 and November 2025, adult vapers attempting to avoid smoking prefer fruit and dessert flavours. This data shows which products are most vulnerable to proposed restrictions.
Such varieties came top in the list, at 58%. This was followed by mint (23%) and tobacco equivalnets (19%).
Removing flavoured vapes would take away the preferred product choice for most legal adult consumers, leaving them with limited alternatives that have proven less effective in helping them quit smoking.
Jonathan Greenfield, co-founder and MD, said: “While we support efforts to prevent youth vaping, a broad ban on flavours could lead some adults to return to smoking, and both sides need to be considered for future regulations.
“The risk of people starting smoking again is a large cause for concern. New Industry surveys suggest that between one-third and over 40% of adult vapers would switch back to cigarettes if their non-tobacco flavours were banned.
“This means an alarming number - between 1.5 and 2.3m former smokers - could be pushed back to the habit. When you combine this risk with [this data[, it’s clear this ban targets the most successful element of the quitting tool.
A flavour ban risks reversing the progress we have made to becoming a smoke free country, and could push the product onto the illegal black market along with disposable vapes.”
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