By For the first time since records began, vaping has officially overtaken smoking in Britain — a milestone that marks a profound shift in public health trends and the nation’s decades-long fight against tobacco.
According to Office for National Statistics (ONS) data, the number of vapers in Britain aged 16 years or older increased to 5.4 million in 2024, compared to 4.9 million smokers. This is the first time the number of people using e-cigarettes has surpassed those who smoke traditional cigarettes.
A Turning Point in the UK’s Smoking Story
In 2024, about 10% of adults aged 16 and over in Britain reported regular or occasional use of e-cigarettes, while 9.1% continued to smoke tobacco. This reversal represents a defining moment in British smoking history — and a testament to how quickly societal attitudes toward nicotine consumption have evolved.
“The number of e-cigarette or vape users has surpassed the number of smokers for the first time,” said David Mais of the ONS. “This crossover aligns with the long-term trend of fewer people smoking cigarettes over the past decade.”
Gender and Age Patterns: Who’s Vaping, Who’s Smoking
The statistics reveal subtle yet telling demographic shifts. Among men, vaping rates slightly fell from 11% in 2023 to 10.1% in 2024, while women’s vaping increased from 8.5% to 10% — nearly closing the gender gap in usage.
The 16-to-24 age group continues to lead Britain’s vaping surge, with 13% (around one in eight young adults) saying they vape “daily or occasionally.” This same group also experienced the most dramatic decline in smoking rates: between 2011 and 2024, the percentage of young smokers plummeted from more than one in four to fewer than one in ten.
Meanwhile, those aged 25 to 34 recorded the highest smoking rate at 12.6%, and Britons over 65 had the lowest at 7.1% — a reflection of how nicotine habits have shifted generationally.
Experts Applaud the Decline — but Warn of New Risks
Public health experts and anti-smoking campaigners hailed the data as a major public health success — but also cautioned that the rise of vaping introduces new challenges.
“This is a significant moment,” said Hazel Cheeseman, CEO of Action on Smoking and Health (ASH). “We should welcome the rise in vaping since it has most likely contributed to the decline in smoking. Yet, there are still real concerns about young people and non-smokers starting to vape.”
Deborah Arnott, honorary associate professor at University College London (UCL), stressed that the vaping boom must be carefully regulated. “Vaping is not risk-free and should only be used to help smokers quit,” she said. “This underlines the need for greater regulation and oversight.”
However, Simon Clark, director of the smokers’ rights group Forest, viewed the shift as a triumph of consumer choice rather than government intervention. “Smoking rates have been declining for decades, largely because people have been educated about the health risks,” he said. “More recently, lower-risk alternatives to cigarettes, like vapes and nicotine pouches, have encouraged millions of smokers to switch and quit voluntarily.”
Government Moves to Tighten Controls
In response to the growing popularity of vaping — especially among younger users — the UK government is pushing forward with the Tobacco and Vapes Bill, a landmark piece of legislation designed to reshape the nation’s nicotine laws.
The Bill, now under review by the House of Lords, would ban the sale of cigarettes to anyone born after 2009, effectively creating a “smoke-free generation.” It also seeks to restrict the marketing, packaging, and flavoring of e-cigarettes, addressing concerns that fruity or brightly packaged vapes are attracting minors.
In a related move, the Bill would prohibit under-18s from buying nicotine pouches, small packets placed between the lip and gum that deliver nicotine without smoke. The proposed rules ban fruity flavors, high nicotine concentrations, free samples, and vending machine sales. Retailers caught selling to minors could face fines of up to £200.
Health experts argue these measures are crucial to “set rules on nicotine strength, flavors, and packaging to keep young people safe.”
Critics, however, warn that excessive restrictions could have unintended consequences. Some experts fear that tightening regulations too much could discourage smokers from switching to vaping — undermining its potential as a harm-reduction tool.
A Public Health Crossroads
The shift from smoking to vaping reflects not only a change in habits but also in public perception. What began as an alternative to help smokers quit has evolved into a mainstream behavior, especially among the younger generation.
For decades, the UK has led global efforts to reduce smoking through education, taxation, and public awareness. The latest ONS statistics suggest those strategies are working — but they also reveal an emerging challenge: ensuring that vaping remains a pathway out of smoking, not a new addiction in disguise.
As Britain stands at this crossroads, one thing is clear: the country’s relationship with nicotine is changing faster than ever. Smoking may finally be on the decline, but vaping — with its promise and its pitfalls — is rewriting the story of addiction, health, and modern living in the UK.
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