A new survey by vape retailer VPZ released today (4 May), has revealed widespread concern that the Government’s planned vape tax could drive former smokers back to cigarettes, as rising costs threaten the affordability of vaping.
The survey, which gathered responses from 2,640 UK adults, comes ahead of the introduction of a new vape duty in October 2026, which will add £2.64 to the cost of a standard 10ml bottle of e-liquid.
The findings show overwhelming opposition, with 2,227 respondents saying they strongly oppose the tax, compared to just a small minority expressing any level of support.
When asked whether the tax is fair, 2,405 respondents said it is not, underlining the strength of feeling among vapers.
The survey also highlights the important role vaping plays in helping people quit smoking. 2,132 respondents said they had used vaping to quit smoking completely, reinforcing its position as a key tool for smoking cessation.
However, there are clear concerns that rising costs could undermine this progress.
1,671 respondents said higher e-liquid prices would make it harder to stay off cigarettes, and 542 respondents indicated they may return to smoking following the introduction of the tax.
Affordability remains a significant concern - 1,806 respondents said they don’t believe vaping will remain affordable after the tax is introduced, with the additional £2.64 per 10ml bottle expected to have a noticeable impact.
The survey also explored perceptions around the Government’s motivations. 2,036 respondents believe the primary aim of the tax is to raise revenue, rather than improve public health or reduce youth vaping, suggesting a lack of confidence in the policy’s intent.
Richard Begg, head of learning and development, said: “This survey shows there’s a real risk the upcoming vape tax could push former smokers back to cigarettes.
“We know smoking remains the leading cause of preventable death in the UK, so any policy that risks driving people back to cigarettes is a serious concern. For many people, vaping has been the tool that helped them quit smoking for good and increasing the cost risks putting that progress in reverse.
“This tax risks pricing people out of vaping and back into smoking combustible cigarettes, which would be a major step backwards for public health.
“With the Tobacco and Vapes Bill now law, it’s important that any new restrictions are carefully measured. Specialist vape retailers play a very different role to convenience stores, providing expert advice and support to adult smokers looking to quit.
“We support sensible regulation, particularly to prevent youth access, but it’s vital that adult smokers are not discouraged from switching to less harmful alternatives.”
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