The UK Vaping Industry Association (UKVIA) is preparing to launch the ninth annual VApril campaign next month – the world’s largest vape awareness initiative.
For almost a decade, VApril has supported adult smokers looking to quit through vaping by providing evidence-based information, expert insights and practical guidance on making the switch.
This year’s campaign arrives at a pivotal moment for the future of vaping, with the Tobacco and Vapes Bill currently progressing through Parliament.
While the Government says the legislation will help tackle youth access to vaping – an objective the UKVIA fully supports – the Bill would also give ministers sweeping powers to introduce restrictions on flavours, packaging and product displays.
The UKVIA has warned such measures could have a significant impact not only on adult vapers, but also on smokers looking to switch to a less harmful alternative that has helped millions move away from cigarettes.
Alongside its core mission of supporting smokers to quit, VApril 2026 will also focus on raising awareness of the Bill, highlighting its potential impact on consumers and encouraging vapers to speak up for the choices that helped them become smoke-free.
As part of this year’s campaign, the UKVIA will:
-
Run a full organic social media programme
-
Publish evidence-based guides and factsheets to support smokers on their quitting journey
-
Provide resources to help vapers write to their MPs and raise their voices
-
Give a platform to former smokers who have quit through vaping to share their stories
The UKVIA is also providing campaign supporters with resources to help direct customers to reliable information about vaping, and encouraging vape retailers to highlight standout moments where they have helped smokers quit as part of a ‘Switch That Stuck’ testimonial series.
VApril 2026 will also see the launch of new consumer research exploring awareness of the Tobacco and Vapes Bill, attitudes towards potential restrictions on vaping products, and whether vapers believe the government has their best public health interests at heart.
John Dunne, Director General of the UKVIA, said: “Vaping has played a major role in bringing smoking rates in the UK to record lows. Yet public misperceptions about vaping are higher than ever, meaning many smokers who could benefit are being discouraged from making the switch.
“That’s exactly why campaigns like VApril matter. By sharing expert guidance and real stories from people who have successfully quit, we can challenge those myths and help more smokers move away from cigarettes.
“At the same time, it’s vital that adult smokers continue to have access to a wide range of products and flavours to support their quitting journey. That’s why we’re encouraging vapers to speak up for the choices that helped them become smokefree as the Tobacco and Vapes Bill progresses.”
VApril 2026 will run throughout the month of April. Those interested in getting involved or supporting the campaign are encouraged to contact the UKVIA at ukvia@jbp.co.uk.
Comments are closed.