More than half of Welsh adults who have heard of vapes wrongly believe vaping is as harmful as smoking or worse, new ASH Wales YouGov findings show.
NICOFIENDS / NICOTINE TRICKS
NICOTINE, CRAVINGS & PRODUCTS
Nicotine can create cravings, urges and routines that make the next use feel harder to ignore. A cigarette, vape and nicotine pouch look different, but nicotine can still be the thing keeping the loop going.
Notice the urge. Understand the loop. Get support if you want to change it.
MEET THE NICOFIENDS
Spot the nudge
Each Nicofiend gives a pressure, feeling, message or craving a face, so it is easier to spot and talk about. The Nicofiend is the pressure, never the person.
Sticky Fiend
“Go on… just one more.”
Cravings can make another cigarette, vape or nicotine product feel urgent, even when you had not planned to use it.
One-More Monster
“One more won’t matter.”
Repeating ‘just one more’ can turn a one-off choice into a pattern.
Quick-Fix Fiend
“This will sort it.”
Nicotine can start to feel like the answer to stress, boredom or a difficult moment.
Moment Muncher
“Forget them. Think about me.”
Cravings and habits can start taking attention away from what you actually wanted to be doing.
WHAT’S REALLY GOING ON?
What is nicotine actually doing?
Nicotine is an addictive drug. It drives dependence, but it is not the main reason cigarettes cause cancer, lung disease and heart disease. Burning tobacco creates the toxic smoke that makes smoking especially harmful.
1. Nicotine reaches the brain
It affects reward pathways and can create a short-lived effect.
2. The effect fades
Nicotine leaves the body fairly quickly. If your brain is used to it, cravings or withdrawal can start.
3. Another dose brings relief
Smoking, vaping or using another nicotine product can briefly ease withdrawal.
4. The brain learns the loop
That relief can teach the brain to repeat the behaviour, while routines, people, places and feelings become triggers too.
Where can nicotine show up?
Products can look very different. What matters is knowing what the product is, whether it contains nicotine and how it is being used.
Vapes
Many vapes contain nicotine. Strength, device and how often someone vapes all affect how much nicotine they get.
Nicotine pouches
Pouches sit between the gum and lip and release nicotine through the lining of the mouth. Some can contain high levels of nicotine.
Cigarettes
Cigarettes deliver nicotine through tobacco smoke. Burning tobacco is what creates most of the serious harm from smoking.
NICOFRIENDS
What can you do next?
The NicoFriends are the moves that give you more space to choose. You do not need a perfect comeback or a massive plan.
Craving Check
Notice the craving. Ask whether it is withdrawal, a habit, a feeling or something happening around you.
Ride It Out
Cravings change. Delay acting on it and give the urge time to move.
Break the Loop
Change one part of the routine: where you are, what you carry, who you are with or what you do next.
Back-Up
Tell somebody you trust or ask for quit support. Dependence is not something you have to beat by willpower alone.
Nicotine is not one product
Cigarettes, vapes and nicotine pouches do not have the same risk. Smoking is far more harmful because tobacco burns and creates toxic smoke. Vaping is less harmful than smoking, but it is not risk-free and is not for children or people who do not already use nicotine.
Need support?
You do not have to work out everything on your own. Pick the option that sounds closest to what is happening.
Want help to stop smoking or vaping?Support is available without judgement. Smoking support from age 12+; vaping support is available too.Get help to stop · 0800 085 2219Need someone to talk to?Free, confidential support for young people in Wales aged 25 and under.Meic · 0808 80 23456Drugs, alcohol or an unknown substance?Free, confidential drug and alcohol advice, 24/7.DAN 24/7 · 0808 808 2234Illegal products or underage sales?Report illegal tobacco, vapes, cannabis/THC products or underage sales. Anonymous. No proof needed.Report anonymouslyUrgent health advice?Use NHS 111 Wales for urgent health advice.Call 111
Where next?
Keep exploring another Nicofiends area, get support, or head back to the campaign.