A new commentary by Markus Lindblad, Head of External Affairs at Haypp Group, warns that parts of the UK’s Tobacco and Vapes Bill could backfire by driving some adults back to smoking. The bill, one of the world’s toughest anti-tobacco measures, includes a generational smoking ban for anyone born after 1 January 2009, new licensing rules, and tighter advertising limits. But Lindblad argues that proposed powers to restrict vape and nicotine-product flavors risk undermining the country’s smoke-free ambitions.
“Flavors aren’t just a marketing tool; they are a behavioral and psychological aid that help smokers make the transition away from cigarettes,” Lindblad said. “When a smoker switches to vaping, the experience of flavor, combined with the absence of smoke and tar, creates a sense of progress and separation from the old habit. Removing that variety reduces satisfaction, increases relapse risk, and ultimately undermines harm-reduction goals.”
Citing recent U.S. research, he says multiple large-scale studies show that state-level flavor bans reduce vaping but also lead to measurable increases in cigarette use. One JAMA study found that flavor restrictions were followed by higher smoking rates, while a 2024 analysis of 376,963 young adults reported a 3.6-point drop in daily vaping alongside a 2.2-point rise in daily smoking. Yale researchers similarly linked flavor bans to declining vape sales and rising cigarette sales across 44 states.
Haypp’s own UK survey found that nearly one-third of vapers cite taste as a key advantage of vaping, and 28% say flavor is their top purchasing factor. When asked how they would respond to a flavor ban, almost a quarter said they would return to smoking — a result Lindblad says should concern public-health officials. He concludes that rather than banning flavors, policymakers should strengthen age checks, tighten marketing rules, and improve labeling — measures aimed at youth access without limiting options for adults trying to quit smoking.
