Britain: Rise in teen vaping linked to puffs and social media

The proportion of teenagers using vaping products in Britain is increasing, with many being influenced by social media and disposable e-cigarettes (puffs), according to a new report from Action for Smoking and Health (AHS), funded by the Department of Health.[1].

The study involved around 2,600 children, aged 11 to 17, representative of the whole of Britain. It was carried out by the YouGov institute in March 2022.[2] and shared exclusively with the PA news agency. It shows that the new disposable e-cigarettes are growing in popularity. They cost around £6 each and come in a wide range of fruity flavours. They are also being promoted heavily on platforms including TikTok, Instagram and Snapchat.

A significant increase in consumption among adolescents

Vaping among children and adolescents has almost doubled in two years in Britain, from 4% in 2020 to 7% in 2022. The percentage of those who have ever tried vaping has also increased, from 14 % in 2020 to 16 % in 2022.

In 2013, only 3% of children aged 11 to 15 had ever tried an e-cigarette, but this figure rose to 8% in 2020 and 10% in 2022. For those aged 16 and 17, the figures jumped from 7% in 2013 to 29% in 2022. For 18-year-olds, this figure rose from 9% to 41% over the same period.

The report indicates that, for the first time in 2022, among young people aged 11 to 17 who have tried vaping, the proportion of non-smokers who have never smoked has increased significantly: it is 40 % in 2022 compared to 30% in 2020 and it exceeds that of current smokers and former smokers (36%). Only one in 10 adolescents reported using e-cigarettes to quit smoking.

Consumption motivated by disposable e-cigarettes such as puffs

About 52,100 of youth who reported vaping listed disposable, puff-style e-cigarettes as their preferred product, a dramatic increase from 71,100 in 2020. The most popular brands were Elf Bar and Geek Bar, consumed by 68,100 of respondents.

Although it is illegal to sell vaping products to anyone under 18, social media has seen posts from teenagers showing off the new brands and discussing their flavors, including pink lemonade, strawberry banana and mango. In addition, the ban on sales to minors has been criticized for its relative lack of effectiveness.

For the first time this year, the survey asked young people about their exposure to e-cigarette promotion. More than half (56%) of 11-17 year olds recalled e-cigarette promotions, with the highest proportion among consumers (72%). TikTok was mentioned most often as a source of online promotion (cited by 45% of children), followed by Instagram (31%) and Snapchat (22%).

Tags: Britain, puffs, teens, vaping, social media, TikTok

AE

^[1] Rise in children vaping across Britain 'influenced by social media', The National, published July 7, 2022, accessed the same day

[2] Laura Donnelly, Vaping among children doubles in two years as experts blame TikTok, The Telegraph, published July 7, 2022, accessed the same day