The UK Vaping Industry Association (UKVIA) is preparing to launch the ninth annual VApril campaign next month, billed as the world’s largest vape awareness initiative.
For almost a decade, VApril has supported adult smokers looking to quit through vaping by providing evidence-based information, expert insights and practical guidance on making the switch.
This year’s campaign arrives at a pivotal moment for the future of vaping, with the Tobacco & Vapes Bill currently progressing through Parliament.
While the Government says the legislation will help tackle youth access to vaping - an objective the UKVIA fully supports - the Bill would also give ministers sweeping powers to introduce restrictions on flavours, packaging and product displays.
The UKVIA has warned such measures could have a significant impact not only on adult vapers, but also on smokers looking to switch to a less harmful alternative.
VApril 2026 will also focus on raising awareness of the bill, highlighting its potential impact on consumers and encouraging vapers to speak up for the choices that helped them become smoke-free.
As part of this year’s campaign, the UKVIA will run a full organic social media programme, publish evidence-based guides and factsheets to support smokers on their quitting journey, provide resources to help vapers write to their MPs and raise their voices as well as giving a platform to former smokers who’ve quit through vaping to share their stories.
The UKVIA is also providing campaign supporters with resources to help direct customers to reliable information about vaping, and encouraging retailers to highlight standout moments where they have helped smokers quit as part of its Switch That Stuck testimonials.
John Dunne (left), director general of the UKVIA, said: “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.
“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.”
VApril 2026 will run throughout the month of April this year.
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