ASH Wales Supports World-Leading Reforms to Create a Smoke-Free Generation

ASH Wales proudly supports the groundbreaking Tobacco and Vapes Bill 2024, introduced today by the UK Government to spearhead the creation of a smoke-free generation and tackle the escalating issue of youth vaping.  

The bill aims to create a smoke-free generation across the UK and address rising youth vaping, with measures including a national licensing scheme for tobacco and vape retailers in Wales.  ASH Wales has been at the forefront of the campaign to curb illegal sales, protect young people, and safeguard public health.  

Smoking remains one of the leading causes of preventable illness in Wales, with over 1 in 10 deaths linked to smoking. Wales has made strides in reducing smoking rates, now at 13% among those aged 16 and over, and has set an ambitious target to get smoking rates down to 5% and become smoke-free by 2030.  

Despite these efforts Wales is set to miss this target by over a decade, this bill could help Wales realise that target and phase out tobacco forever.   

Interventions to tackle the rise in youth vaping are also much needed, with the latest data showing that 7% of young people in Wales aged 11-16 now use vapes weekly. The bill’s restrictions on vape advertising, flavours, and packaging are crucial steps to prevent youth nicotine addiction and keep dangerous products away from children.  

Key provisions of the Tobacco and Vapes Bill include:  

Create a smoke-free generation by raising the legal age for tobacco sales, starting with anyone born on or after 1 January 2009, so future generations will never be able to legally buy tobacco products.

Restrict youth access to vapes by regulating flavours, packaging, and displays to make them less appealing to young people, including restrictions on non-nicotine vapes and other nicotine products.

Enhance enforcement with on-the-spot fines of £200 for underage tobacco and vape sales, empowering Trading Standards officers to tackle illegal sales directly.

Introduce a licensing system for tobacco and vape retailers in Wales to ensure compliance with age restrictions, prevent illegal sales, and support responsible businesses.

ASH Wales CEO, Suzanne Cass, said: “Wales has consistently led in tobacco control, and this bill gives us the tools to further protect our communities from harmful products. By introducing a national licensing scheme, we are strengthening our commitment to a healthier, smoke-free Wales.”  

Wales, a leader in tobacco control with measures like smoke-free spaces, continues to face challenges with illegal tobacco sales. Around 88,000 people in Wales buy illicit tobacco annually, with nearly 40% of these sales occurring privately. Despite enforcement efforts, including the seizure of over 2.8 million illegal cigarettes and vapes, and ASH Wales and Welsh Government’s “No Ifs, No Butts” campaign, illegal sales remain an issue.  

A proposed national licensing scheme would support law-abiding businesses, enhance penalties for illegal sales to minors, and equip public health teams with data for targeted cessation support. With strong public backing—85% of Welsh residents support a retailer register, and 60% favour sales restrictions for those born after 2009—this initiative would reinforce Wales’s commitment to a smoke-free future focused on youth protection. 

ASH Wales urges the public to protect their communities by reporting any sightings of illegal tobacco or unregulated vape products. Every report helps Trading Standards in tracking down rogue sellers, removing harmful products, and keeping Welsh children safe. Reports can be made anonymously on noifs-nobutts.co.uk or by calling 029 2049 0621. 

With substantial public backing and a cooperative stance from local businesses, ASH Wales is confident that the introduction of the Tobacco and Vapes Bill will profoundly strengthen public health protections and support the mission to create a smoke-free generation in Wales. 

 

ENDS 

Editor Notes: 

[1] The survey of independent retailers was conducted by NEMS, a market research company, on behalf of ASH Wales. Data was collected through computer-assisted telephone interviews with a random sample of 904 managers or owners of small shops selling tobacco across England and Wales. Retailers included newsagents, off-licences, specialist tobacconists, local convenience stores/supermarkets (including symbol groups), and independent fuel stations. Specific findings indicate strong support for a smoke-free generation, particularly in Wales, where 58% of respondents backed age-based sales restrictions on tobacco products. 

Table summarising public support across regions: 

Region  Support  Oppose  Don’t Know / Neither 
England & Wales  51%  26%  23% 
England  50%  26%  25% 
Wales  58%  27%  15% 

[2] Figures on illegal tobacco use in Wales are based on findings from the ASH Wales Illegal Tobacco Study conducted by NEMS in 2022. This survey included 738 interviews with adult smokers across Wales, revealing that an estimated 88,000 people in Wales purchase illegal tobacco annually, with 39% of these transactions taking place from private residences. 

About ASH Wales 

ASH Wales is the leading organisation dedicated to achieving a smoke-free Wales by 2030. Established in 1976, we work to reduce the prevalence of smoking and its associated health, social, and economic impacts. Through robust tobacco control policies, dynamic campaigns, and community engagement, we strive to protect future generations from the harms of tobacco. Our initiatives include advocating for strong public health measures, supporting smoking cessation efforts, and collaborating with partners across Wales to create a healthier, smoke-free nation. 

Website www.ash.wales 

Facebook www.facebook.com/ASHCymru  

Twitter www.twitter.com/ASHWalesCymru 

Top Tips to Quit Smoking: Your Guide to Going Smoke-free

Quitting smoking is one of the most rewarding decisions you’ll ever make. Whether it’s for your health, your wallet, or the people you love, taking the first step can feel daunting—but it’s absolutely worth it. Here’s your guide to making the journey a little easier.

Reward Yourself

Quitting smoking saves you money—quickly. Treat yourself with the savings, whether it’s a new gadget, a fancy meal, or even a holiday. Celebrate your progress and make quitting worth it!

Keep Busy

Distract yourself during cravings by staying active. Try a new hobby, tidy up, or get some exercise. Remember, cravings only last a few minutes—don’t give in! Share your quitting story with others to stay motivated and connected.

Remember, You Are Not Alone

Support from family and friends can make all the difference. Better yet, get someone to quit alongside you! Don’t hesitate to reach out to your GP, local pharmacy, or organisations like Help Me Quit for additional advice and support.

Think Positive

When temptation strikes, redirect your thoughts to something else. Visualise your smoke-free future and remind yourself that you’re stronger than the urge to smoke.

Avoid Triggers

Certain situations, like having alcohol or coffee, can make you crave a cigarette. Reduce triggers by limiting tea or coffee and avoiding alcohol, especially in the early days of quitting.

List Your Reasons

Write down all the reasons why you want to quit smoking and keep them somewhere visible—your wallet, fridge, or phone. Reviewing them during tough moments can help keep you motivated.

Determination = Success

Even with tools like nicotine patches and gum, quitting smoking requires willpower. Stay strong and remind yourself why you started this journey in the first place.

Substitute Smoking

Keep your hands and mouth busy by carrying water, chewing gum, or using nicotine replacement products like patches or gum. These can help curb cravings and keep you on track.

Take Control

When cravings hit, pause and ask yourself, “Do I really need this cigarette?” Reaffirm your reasons for quitting and refocus on your goal.

Exercise

Physical activity is a great way to manage stress and distract yourself from cravings. Go for a walk, run, or swim—even short bursts of activity can help.

 

Destress

Learn new ways to relax, such as deep breathing, taking regular breaks, or trying yoga. These can help manage the stress that might trigger cravings.

Mindset – Think Like a Non-Smoker

Start seeing yourself as a non-smoker. Remove smoking-related items from your home and car. Change your social media profile picture if it features you smoking—embrace your new identity.

Imagine Yourself in 5 Years

Visualise your smoke-free future. How much healthier, happier, and wealthier will you be in five years without cigarettes?

Eat Sensibly

Cigarette cravings can often feel like hunger. Stay prepared with healthy snacks like grapes, nuts, or carrot sticks to help manage those moments.

Crisis Management

Life throws challenges your way, but smoking isn’t the solution. Step outside, take deep breaths, or find a quiet space to regroup when stress hits.

 

If At First You Don’t Succeed

Slip-ups happen—don’t be discouraged. Most ex-smokers make several attempts before they finally quit for good. Treat setbacks as learning experiences to prepare for next time.

Get Support

Support is available at every step of your quit journey. Reach out to Help Me Quit for free NHS advice and tailored support in Wales.

💻 Visit Help Me Quit
📞 0800 085 2219
📲 Text HMQ to 80818

Quitting smoking is a journey, not a sprint. Stay positive, lean on your support system, and remember—you’ve got this!

Smoking related deaths and hospital admissions – Public Health Wales Report

The latest report from Public Health Wales tells us that smoking is still a major cause of death and ill health in Wales, with 3,845 deaths per year among those over 35.

Smoking related deaths are also three times higher in the most deprived areas, compared to the least deprived areas in Wales.

Between 2020 and 2022, there were over 17,000 hospital admissions that were attributable to smoking – 3.4% of all admissions.

With Welsh Government aiming for a Smoke-Free Wales by 2030, these latest stats raise the question of what more can be done to achieve this goal, as discussed in this ITV Wales News report.

Suzanne Cass, Chief Executive ASH Wales, said:

“These latest statistics serve as an urgent and hard-hitting reminder of the catastrophic toll smoking continues to have on thousands of families across Wales every single year.

“With a shocking one in ten deaths over the age of 35 directly linked to smoking, it is indisputable that immediate and bold action is needed to help smokers quit for good.

“Any strategy aimed at addressing health inequalities in Wales that fails to prioritise smoking cessation is neglecting the very people who need the most support.

“The data makes it clear: we cannot afford complacency.

“This new analysis shows the pressing need to ramp up our efforts to create a Smokefree Wales and make support for smokers a priority for our political leaders.”

Vaping: What You Need to Know

If you’re a smoker thinking about quitting, vaping might be the stepping stone you need. It’s not about picking up a new habit—it’s about leaving cigarettes behind for good. Vaping is significantly less harmful than smoking and can make the transition to a smoke-free life that bit easier.

However, if you don’t smoke, don’t vape. Vaping isn’t risk-free and should never be seen as a recreational activity, especially by children or young people.

Why Choose Vaping to Quit?

You’re not alone. Quitting smoking can feel overwhelming, but you don’t have to do it alone. Vaping has become one of the most popular ways to quit in Wales, and with good reason—it works for many people.

Here’s why:

It’s much less harmful than smoking: Vaping cuts out the tar and carbon monoxide that come from burning tobacco, which are two of the most harmful parts of smoking. Public Health England reports that vaping is 95% less harmful than smoking—a powerful reason to consider making the switch.

It can double your chances of quitting: According to the NHS, people who use vapes as part of their quit journey are roughly twice as likely to succeed compared to those using nicotine patches or gum alone. Vaping satisfies cravings while helping you steer clear of harmful tobacco.

It feels familiar: For many smokers, the hand-to-mouth action and inhaling of vapour closely mimic the experience of smoking, making it easier to transition away from cigarettes.

What Is Vaping?

Vaping involves using a small battery-powered device filled with e-liquid. When heated, this liquid turns into a vapour that you inhale.

Most e-liquids contain nicotine to help manage cravings, alongside ingredients like:

  • Propylene glycol and glycerine: Commonly used in food products.
  • Flavourings: From fruity to minty, there’s something for everyone.

The key difference? Unlike cigarettes, vapes don’t burn tobacco, which means no tar, no carbon monoxide, and fewer harmful toxins.

How To Vape Responsibility?

Finding the right vape can take a little time, but there’s a product out there to suit everyone. Whether you prefer a simple device or something customisable, start by visiting a trusted vape shop.

Avoid Illegal Vapes: Illegal vapes can contain unregulated levels of nicotine or harmful chemicals, posing serious risks to your health. Always buy your vape from reputable retailers, and look for brands that meet UK safety standards. If you’re unsure, ask the shop for guidance.

Get the Right Device for You: The Independent British Vape Trade Association (IBVTA) has a handy tool to help you locate a reputable shop near you. These shops can guide you in finding the right device and e-liquid strength to match your smoking habits.

Understand Your Needs: Switching from cigarettes can take some trial and error. Don’t be discouraged if the first device or e-liquid you try isn’t quite right—keep experimenting until you find a setup that works for you.

Vaping Is Not for Children or Non-Smokers

Vaping is strictly for adult smokers looking to quit. We’ve all seen headlines about young people vaping, and it’s a real concern. For those who don’t already smoke, vaping can introduce unnecessary risks and should be avoided entirely.

If you’re a parent, teacher, or concerned adult, you can help by starting conversations about why vaping isn’t for non-smokers and by ensuring children understand the risks.

Looking for Support?

Vaping is just one tool in your quitting journey. You’ll have the best chance of success by combining it with expert support. NHS Wales’ Help Me Quit offers free advice, group sessions, and one-to-one support tailored to your needs.

💻 Visit Help Me Quit
📞 Call: 0800 085 2219
📲 Text: HMQ to 80818

A New Chapter Awaits

Quitting smoking can transform your health, save you money, and give you back control of your life. Vaping is just one way to make that happen. Wherever you are in your journey, take it one step at a time—you’ll never regret choosing a smoke-free future.

ASH Wales Youth Vaping Survey – May 2024

ASH Wales’ new youth survey, the largest of its kind in the UK, reveals over half (55%) of all children who vape are using untested products that are highly likely to illegal.

The survey of 12,524 secondary school children across Wales shows 9 out 10 (92%) of teenage vapers are using highly addictive nicotine products with nearly half (45%) of all children who vape saying they can’t go the whole school day without vaping.

More than 4 out of 10 (42%) of all students year 7 to 11 say vapes are easy to get hold and over half of pupils (57%) said vaping was common among their year group.

The survey comes as a motion calling on Welsh Government to implement a Tobacco and Nicotine Retail Register for Wales is debated in the Senedd (15 May). The law paving the way for a retail register was passed in the Public Health Wales Act of 2017 but never implemented.

The register would require anyone in Wales wishing to sell vaping or tobacco products to pay a fee and submit their details.

ASH Wales Chief Executive, Suzanne Cass, said: “Wales needs urgent action to crackdown on illegal traders, support community action and educate our young people. It is totally unacceptable that we have so many untested, highly addictive, illegal products being sold to so many children.

“Not only does this survey shed light on scale of the illegal market but it also reveals the substantial number of young vapers who are struggling with nicotine dependency.

“When we look to solutions to curb youth vaping, we need ensure we have the support in place to help young people who may be addicted to nicotine.”

More than a third (37%) of current youth vapers also reported being current smokers and 26% who currently vape said that they would like to quit.

The survey was conducted between 20th September to December 20th, 2023, and explored perceptions, exposure, usage, product acquisition, influences and feelings around dependency and withdrawal.

Key stats  

Prevalence

  • Nearly a quarter (24%) of all children year 7 to 11 reported to have ever vaped, rising to 44% of year 12 and 13s.
  • 7% of children year 7 to 11 were current vapers, rising to 13% of year 12 and 13.
  • 3% of children year 7 to 11 reported as being current smokers.
  • 37% of current vapers year 7 to 11 also report being current smokers.
  • 22% of current vapers year 7 to 11 reported to be never smokers
  • Current vaping was significantly higher among females than males across all year groups rising to 17% of females in year 13 compared to 10% of males.

 

Environment

  • Vaping was disproportionately viewed as common with over half of pupils citing vaping as common (57%).
  • Students who currently vape were twice as likely to live with a smoker or a vaper than students who had never vaped (66% vs 32%).

 

Product

  • The vast majority of current vapers use a vape that contains nicotine (92%).
  • Nearly a half (45%) of all current vapers say they cannot go the whole school day without vaping.
  • More than a quarter (26%) of all current vapers said they would like to stop vaping.
  • More than half of all students who currently vape reported to be using vapes which are highly likely to be illegal and contain over 600 puffs (55%).

 

Access

  • Ease of access to products increases through the year groups with the majority (62%) of 15/16-year-olds reporting it easy or very easy to get hold of a vape.
  • Nearly half (47%) of all current vapers report having received their first vape from a friend.
  • Informal sources (friends, family and someone they know) account for 36% of all reported purchases of vapes by current vapers, with retailers accounting for 26% of reported purchases.

 

Read the full survey report here:

English
Cymraeg

ASH Wales YouGov Survey 2024

ASH WALES / YOUGOV ANNUAL SURVEY 2024: INCREASING PUBLIC SUPPORT FOR MORE ACTION ON CIGARETTES AND VAPES

Public support in Wales for more action on tobacco and nicotine control is growing, with 52% of those questioned saying governments are not doing enough up from 39% in 2018. This includes almost a quarter (24%) of smokers.

Nearly 8 out 10 (79%) of adults surveyed in Wales say they support a smokefree generation; with 67% supporting legislation to raise the age of sale for tobacco products by one year every year, for those born after January 1st, 2009.

Smoking rates in Wales remain the same as 2023 at 13%, while adult vaping prevalence is at an all-time high at 11% – compared to 8% in the 2023 survey.

Smoking continues to drive health inequalities in Wales. Those living in the lowest social grades are nearly twice as likely to smoke as those in the highest. In 2024, 30% of respondents who live in social housing said they were current smokers, compared to 9% of homeowners.

A growing need for accessible and timely smoking and nicotine cessation services is evident in the 2024 survey; with 54% of  current smokers and 47% of current vapers saying they would like to quit.

Worryingly, there is a sizeable proportion of adults in Wales who believe that vapes are just as harmful, or more harmful, than tobacco cigarettes. The percentage who feel this has grown from 25% in 2017, to 46% in 2024 – including 43% of smokers.

Chief Executive ASH Cymru, Suzanne Cass, said: “Policies to protect children and young people from the devasting harms of smoking are popular and well received and yet more than half of all adults surveyed say our governments are still not doing enough. There is a clear need for more to be done to protect our future generations from a lifelong addiction to nicotine.

“These results also highlight growing misconceptions around the relative harms of vaping products compared to tobacco. We need to ensure that the 330,000 smokers in Wales are not put off from using a vape to quit smoking due to mistaken fears that these products are as harmful as tobacco.”

Eight in 10 (80%) want to see a ban on the sale and import of disposable vapes, including 47% of current vapers. Welsh Government announced an ambition to achieve a ban, along with the other UK nations, in April 2025.

82% of those surveyed said they support a ban on using names of sweets, cartoons and bright colours in vapes, compared to 76% in 2023.

Support for smoke-free spaces in Wales remains very strong, with eight in 10 (80%) saying they would support banning smoking in public transport waiting areas.

There is also steadily growing support for help for pregnant smokers in Wales to quit. NICE guidance for the NHS recommends financial incentives, like shopping vouchers, to encourage pregnant women to stop smoking. 53% of Welsh adults surveyed support this policy, compared to 46% in 2022.

Read the full YouGov Survey 2024 Report here:

Download Report