E-Cigarettes and Smoking Prevalence
BAT's Smokeless Products (apart from Zonnic) are neither licensed nor marketed as smoking cessation products.
AT A GLANCE
01
Availability of e-cigarettes has led to greater reductions in smoking prevalence[44],[45],[46].
02
There is a high certainty that nicotine EC [e-cigarettes] increases quit rates compared to nicotine replacement therapy (NRT)[43].
03
Population-level studies have not identified evidence supporting gateway effects of e-cigarettes.
From a public health perspective, to be most effective, e-cigarettes should be both substantially less risky than cigarettes and provide an experience that encourages adult smokers, who would otherwise continue to smoke, to switch completely.
Availability of E-cigarettes Can Lead to Greater Reductions in Smoking Prevalence
The impact of e-cigarettes on the prevalence of smoking can be seen in countries where Vapour Products have become widely available. In our top three e-cigarette markets (U.S., UK and Germany) we have seen declining cigarette use combined with increased Smokeless Product uptake. In the U.S., smoking prevalence remains low among young adults despite increases in e-cigarette use. Population-level studies have not identified evidence supporting a gateway effect[44].
“Vaping devices such as e-cigarettes have played a major role in the decrease in smoking prevalence in the UK.”
Office for National Statistics UK 2021 [4]
In the UK, significant declines in smoking prevalence have been observed since 2016 (down 7 percentage points). The BMJ recently analysed data from the Adult Smoking Habits in the UK: 2024 Survey and noted that current e-cigarette users now outnumber smokers (10% vs 9.1%) for the first time. The report also noted that the largest reduction in smoking prevalence was among 18–24-year-olds with a fall of 17.6 percentage points between 2011 and 2024[45].
In Germany, according to the World Health Organization[46],smoking rates continue to decline; the smoking prevalence in Germany has reduced by 3 percentage points over a six-year period to 2021, while increases in Smokeless Product use continue to be observed.
Cochrane Review of Vapour Products
While not marketed or licensed as smoking cessation aids, independent public health research has concluded that e-cigarettes can be more effective than certain traditional nicotine replacement therapies.
The Cochrane Database of Systematic Reviews is the leading database used to evaluate existing data for a wide range of healthcare issues[47]. Cochrane reviews on the effectiveness of Vapour Products in smoking cessation were completed in 2014, 2016, 2020, 2021, 2022 and 2024. These reviews give health providers the informational tools they need to base decisions on whether to use vaping products as part of smoking cessation programmes.
The 2024 Cochrane review considered 88 studies, totalling more than 27,000 participants, and concluded that there is high certainty that nicotine-containing e-cigarettes increase quit rates compared to nicotine replacement therapy[43].
References
A full list of references for this page can be found in the section 11. References.
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