The chair of the All-Party Parliamentary Group for Responsible Vaping, Euan Stainbank MP, has called for a more evidence-based approach to regulating vaping products, warning that proposed measures could undermine efforts to help smokers quit.

The group, which aims to raise awareness of vaping as a smoking cessation tool, has been engaging with the government’s Tobacco and Vapes Bill as it progresses through Parliament. While supporting many aspects of the bill, members have expressed concern that certain provisions—particularly those enabled through secondary legislation—could have unintended consequences.

According to the APPG, adults who switch from tobacco to vaping are around twice as likely to quit smoking, potentially gaining between five and 15 additional years of life. Despite this, awareness remains low, with only 7.7% of smokers understanding that vaping is significantly less harmful than smoking.

The group has raised particular concerns about possible future restrictions on flavours and advertising. It argues that such measures could reduce the appeal of vaping for adult smokers and limit awareness of available alternatives, ultimately slowing progress in reducing smoking rates.

Stainbank, who recently took on the role as chair, said vaping had played a key role in his own efforts to quit smoking. “Using vapes has been estimated by UK experts to be 95% safer than using cigarettes, and adult smokers who switch to vaping are twice as likely to stop smoking as those using nicotine patches,” he said. “My own experience was certainly that vaping helped me tremendously on my journey to quit smoking for good.”

He added that while the APPG supports much of the proposed legislation, maintaining consumer choice is essential. “Smokers need to be aware of the choices that are available to them and enjoy the vaping experience to continue leaving cigarettes behind. This does include the use of flavours, responsibly produced by adults, for adults,” he said.

The APPG has launched a new campaign aimed at parliamentarians and stakeholders, including a fact sheet, case studies and social media content to highlight its work and promote informed policymaking.

The UK vape industry, estimated to be worth more than £2.5 billion annually, is described by the group as both economically significant and socially impactful, helping reduce pressure on the NHS by supporting smoking cessation. The sector has grown rapidly in regions including the north west and north east of England, as well as south Wales.

The APPG continues to host regular meetings for MPs and peers, with its most recent session held in March, as debate over the future of vaping regulation intensifies.