From 1 October 2026, a new UK Vaping Products Duty begins and duty stamps start appearing on retail vape packaging. Here’s what the change means in Wales — and what it does not tell you about a product.
ASH Wales Annual Adult Population Survey 2025
What Wales really thinks about smoking, vaping and a smokefree future
Shaping a Smokefree Future for Wales
Every year, we invite adults across Wales to share their views and experiences of smoking and vaping. Our annual survey captures a snapshot of real lives, honest opinions and the challenges people face when it comes to tobacco and nicotine.
This year’s findings send a clear signal: the public is firmly behind stronger action. People in Wales want tougher laws to protect children, support quitting, and close the gap on health inequalities. The Tobacco and Vapes Act 2026 received Royal Assent on 29th April 2026. These findings remain a snapshot of public views gathered before the legislation completed its passage through Parliament.
For the wider ASH Wales evidence library, browse our Reports & Publications.
65% Support the Smokefree Generation
The people of Wales are ready for change. The 2025 YouGov survey shows clear majority support for decisive action: 65% back the Smokefree Generation law, 87% want stronger licensing of tobacco retailers and 78% want cartoon-style branding and sweet-flavoured vapes removed from the market.
This is more than opinion, it is a mandate. The public expects leaders to act, not delay. Every month without stronger laws means more young people exposed to nicotine, more families losing loved ones to smoking-related illness, and more communities trapped in health inequality.
Since this survey was carried out, the Tobacco and Vapes Act 2026 has received Royal Assent, Wales has a critical opportunity to keep pace. The public has spoken: they want protection for children, support for people who smoke to quit, and firm action against the tobacco industry’s tactics. Now is the time to deliver.
57% of smokers believe vaping is as or more harmful than smoking
Misunderstandings about vaping have increased sharply across Wales. In 2015, just over one in five adults thought vapes were as harmful or more harmful than smoking. Now, it’s nearly six in ten. Among people who smoke, this misperception has also surged: 57% now believe vaping is just as risky as smoking, compared to just 14% in 2017.
If we want to see progress, we need a renewed focus on public education making sure everyone has access to accurate, evidence-based information about the real risks of smoking and vaping.
Vaping Harm Misperceptions Among Adults in Wales (2013–2025)
Vaping Habits and Motivations
12% of Welsh adults now vape. More smokers are turning to vaping, with over a quarter of smokers using both. More than a third of smokers who haven’t vaped would try it if a health professional provided one for free.
51% of current vapers said they use vaping to reduce or stop smoking
“Ice” vape flavours are e-liquids that include a cooling or menthol sensation, often described as “icy,” “chilled,” or “fresh.” These flavours are designed to give a cold feeling in the mouth and throat-similar to mint or menthol
“Ice” vape flavours are e-liquids that include a cooling or menthol sensation, often described as “icy,” “chilled,” or “fresh.” These flavours are designed to give a cold feeling in the mouth and throat-similar to mint or menthol
Smoking In Wales
Smoking continues to be much higher in our most disadvantaged communities. Three in ten people in social housing smoke, almost four times the rate in homeowners. These are the same families already facing the most health challenges. Change here will mean real progress on inequality. Read more about smoking and health inequalities in Wales.
*Social housing refers to respondents who rent from local authority/a housing association.
Share the Findings
Want to help spread the word? We’ve turned the headline stats from our 2025 YouGov survey into downloadable infographics for social media, newsletters, and websites.
Download graphics with key stats on smoking, vaping, and public support for action in Wales.
Share on social media to call for stronger laws and a smokefree future.
Tag ASH Wales so we can see your posts and share them too!
What Changes Need To Happen?
- The Tobacco and Vapes Bill passed in full to protect young people and close the door on the tobacco industry’s tactics.
- A new, ambitious Tobacco Control Action Plan for Wales. The next plan must tackle health inequalities in the round, support every smoker to quit, and join up services across smoking, alcohol, gambling, and mental health.
- A step-change in public education on harm reduction is vital. Misinformation is costing lives. People in Wales deserve clear, honest facts about the real risks of smoking and vaping.
