The UK government’s proposed ban on flavoured vapes is not just a misguided policy—it's a direct assault on the lives of thousands of people who have quit smoking for good. At Riot Activist, we refuse to sit idly by as this reckless decision threatens the health of ex-smokers across the country. The evidence is crystal clear: removing flavours will reverse the progress we’ve made in fighting the smoking epidemic. Instead of helping public health, this flavour ban will force thousands of vapers back to the very cigarettes they’ve fought so hard to escape.
We will not let this happen.
The Data is Loud and Clear, Listen to the People!
We conducted a survey with over 2,000 vapers from every corner of the UK. These are the people the government claims to be protecting. Here’s what we learned:
- Vaping = quitting smoking: 82% of vapers were regular smokers before switching to vaping. Vaping isn’t just a choice—it’s a lifeline for ex-smokers desperate to break free from cigarettes.
- Flavours are essential for success: 74% of vapers prefer fruit flavours. This isn’t about “fun” or “trendy” flavours; it’s about survival. Flavours are the key that keeps people away from cigarettes.
- The relapse risk is real: 44% of vapers say they would be very unlikely to continue vaping without flavours, and over 62% admit they might go back to smoking. This is not a hypothetical scenario—this is real life, and real lives are at risk.
- Banning flavours will not solve the youth vaping issue: More than half of respondents (56%) believe banning flavours will do nothing to stop youth vaping. In fact, all it will do is drive young people to the black market, where the dangers are even greater.
- A massive step backwards: 82% of vapers say a flavour ban would drastically reduce their satisfaction, and many would simply stop using vapes altogether—and go back to smoking.
- Widespread opposition: A staggering 84% of respondents are strongly against the flavour ban. This is not a fringe group; this is a movement. The voices of vapers must be heard!
A Dangerous Path Back to Cigarettes
The government’s proposed flavour ban is dangerous and backwards. For years, we’ve worked hard to reduce smoking rates in the UK, and this policy threatens to undo all that progress. We’ve already seen the evidence: for many ex-smokers, vaping is not just a hobby, it’s a lifesaver. Removing flavours would not stop young people from vaping; it would simply push adults back into the arms of combustible tobacco. Cigarettes. The deadliest product in existence.
This ban doesn’t protect public health—it undermines it.
The System is Broken. We Need a Movement.
We are done waiting for the system to work. The government is out of touch with the real needs of the people. We know the truth: flavours matter. They keep ex-smokers smoke-free. And by taking them away, the government is sentencing many of us back to the addiction we fought so hard to escape.
We need a massive change in how we approach vaping and smoking cessation. Youth vaping is a concern, yes—but a blanket flavour ban isn’t the solution. It’s time for a new approach—one that listens to the people who actually need vaping to quit smoking.
We are calling on MPs, policymakers, and public health experts to stand with us, not against us.
We are calling on MPs, policymakers, and public health experts to stand with us, not against us. Come to the table, and let’s have a real conversation about policies that can reduce youth access to vapes without punishing adult smokers who've found a healthier alternative.
Protect the Progress, Don’t Destroy It
This is bigger than a flavour ban—it’s about protecting the health of thousands of ex-smokers who have used vaping to free themselves from cigarettes. Flavours are not a “luxury”; they are a necessity. They are what keep us from going back to smoking, from embracing a product that kills 50% of its users.
We demand that the government listen to the voices of vapers who have made the decision to quit smoking. Flavours are vital—they are part of the equation that has allowed thousands of people to reclaim their lives.
The Time to Act is NOW
This is not a drill. This is a call to arms. If you believe in protecting the health of all UK citizens—if you believe that adult ex-smokers deserve to live smoke-free—then it’s time to speak out.
This is not a drill. This is a call to arms.
Riot Activist will now be:
- Sending these results to every UK MP, health experts, and leading voices to promote smarter, evidence-based policies.
- Working with UK vape shops to amplify our findings and work collectively to increase the pressure on MP’s and key opinion leaders.
- Launching a national and regional media campaign to steer public opinion and counter misinformation.
We must protect the future of quitters everywhere and not restrict a life-saving tool that’s already helping millions break free from smoking—a habit that costs the NHS £1.9 billion every year and takes 480,000 lives annually.
If you stand with us, if you believe in a future where people can quit smoking and live healthier lives, join the movement.
