Vape legislation needs to be based on ‘facts, not fiction’

Philip Morris Limited (PML) has warned that progress made on reduction of usage in the tobacco category could be undone by backlash against the vape and tobacco alternatives sector.

Director of external affairs at PML Duncan Cunningham said that “until recently, the UK was a global leader in tobacco harm reduction, advocating better alternatives to cigarettes for those who wouldn’t quit entirely” but that irresponsible traders have led to a backlash against the entire sector.

“Policymakers’ opinions have soured due to rogue actors selling irresponsible and non-compliant products, leading to a public perception that the industry is complicit in selling to minors. This backlash has resulted in the vilification of all evidence-based smoke-free alternatives and the threat of restrictive policies. This situation undermines the acceptance of better alternatives for the 6.4 million current adult smokers, at a time when four in ten smokers incorrectly believe vaping is as harmful as smoking.”

He said that any action should be based on “facts, not fiction”.

“Leading authorities, including the Department of Health and Social Care (DHSC), attribute youth vaping largely to sweet and dessert-like flavours, child-friendly promotions, and cartoon imagery on irresponsible products.

“Contrary to popular belief, many in the industry act responsibly to counter unintended use and advocate for responsible practices. Our data shows that 75% of retailers, the gatekeepers to smoke-free alternatives, stress the importance of responsible packaging and flavours to deter youth use.”

Cunningham said these sentiments are “echoed by customers”, with nearly 60% of retailers receiving feedback that limiting irresponsible flavour options would be the most effective way to prevent youth uptake, followed by responsible packaging at 40%.

“Efforts must be unified and focused on rogue players through greater enforcement, intelligence sharing, and the promotion of strict regulatory standards, rather than attacking the entire smoke-free category and those who have transformed it for the benefit of smokers.

“If we fail to take these critical steps now, we risk losing the opportunity to restore the UK’s leadership in tobacco harm reduction and, more importantly, to support the millions of adult smokers who need access to better alternatives.”

Cunningham added that the entire industry shouldn’t be tarred with the same brush as those that don’t operate responsibly.

“Many in the industry exceed legal and regulatory requirements,” he said. “We [PML] support regulations on flavours that appeal primarily to adult smokers to help their switch to smoke-free products, with additional flavours undergoing stringent scrutiny to prevent unintended use.

“We adopt additional standards to reinforce this approach, including Youth-Access Prevention measures and enhancing product integrity with systems that prevent misuse, such as closed systems. However, these efforts and those of other responsible entities won’t be enough to counter the widespread misinformation about the industry’s role.”