National Campaign to Target Criminals Selling Vapes to Children

A scheme to stamp out the sale of illegal tobacco in Wales is being extended to target criminals who sell unregulated and unlawful vapes to children. The national “No Ifs No Butts” campaign is being expanded to encourage people to anonymously report the illegal or underage sale of vapes.

It’s official launch is being held during an event at the Senedd today. ASH Wales’ Youth Vaping Survey 2024 showed that among secondary school children in Wales who say they vape, more than half of them reported using vapes of more than 600 puffs – making them highly likely to be illegal, unregulated and potentially dangerous.

Suzanne Cass, Chief Executive of ASH Wales Cymru said: “Our field work across the country demonstrates very clearly that children are being targeted by criminals who are selling these highly addictive products. These criminals don’t care whether the products are regulated and legitimate, or how old the children are. All they want is to make a profit.

“This anonymous online portal is for parents, carers, teachers and young people themselves to report where and when they’re being offered illegal vapes. With the help of communities across Wales, we can make a difference and protect our children.”

All anonymous reports to the website are sent to Trading Standards departments across the country to be investigated. Reports can result in a range of enforcement actions, including orders to shut down shops. A dedicated advertising campaign promoting the new drive and supported by Betsi Cadwaladr University Health Board, will be launched across north Wales in the coming weeks.

In partnership with Welsh Government and Trading Standards, the No Ifs No Butts campaign was originally designed to stop criminals offering children illegal tobacco in Wales. It has proved hugely successful, with 800 reports in the last two years – on average, more than one every day. According to research from ASH Wales, illegal tobacco makes up 10% of the entire tobacco market, funds criminality in the community and makes it easy for children start smoking.

The most recent NEMS survey, which is the largest of its kind in the UK, showed children in Wales were most likely to be offered illegal tobacco by friends or family (39%), in educational settings (17%) and in shops (11%).

The study also indicated that children who had bought illegal tobacco were highly likely to buy it every time they were offered it (89%).

Suzanne Cass added: “With the second reading of the Tobacco & Vapes Bill due in the UK Parliament next week, we must keep our focus on where the tobacco industry goes next. They already have a brand new Menu of Addiction on offer to entice the next generation of nicotine addicts. ASH Wales is working to raise awareness and mitigate the impact of these products, particularly among our most vulnerable.”

ENDS

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 

Quitting Smoking: Your Timeline to a Healthier You

Quitting smoking is one of the most life-changing decisions you’ll ever make, and the benefits begin almost immediately. While the journey to becoming smoke-free can be challenging, every milestone marks a step closer to better health, improved finances, and a brighter future. Here’s what happens to your body as it heals from the damage caused by smoking.

20 Minutes After Your Last Cigarette

The human body is incredible—just 20 minutes after your last puff, it begins to recover. Your heart rate and blood pressure, elevated by nicotine, return to normal.

8 Hours

This is one of the first major tests. Nicotine starts to leave your bloodstream, and cravings can hit hard. It’s completely normal to feel the pull to smoke again—but resist! Each hour you stay smokefree is a victory.

1 Day

Anxiety peaks around this time, but here’s the truth: the stress you feel isn’t from quitting—it’s withdrawal. Research shows non-smokers actually feel less stressed than smokers in the long run. Stick with it, and you’ll start to feel calmer over time.

2 to 3 Days

By now, if you’re going cold turkey, there’s no nicotine left in your body. For those using Nicotine Replacement Therapy (NRT)—like gum, patches, or vapes—you’re easing off nicotine gradually, which can help manage withdrawal symptoms.

The bonus? Your senses of taste and smell begin to recover, and food will taste better than ever!

1 Week

Congratulations! You’ve made it through one of the hardest parts of quitting. Your body no longer physically craves tobacco, though you may still think about smoking. This is the time for mental strength—it’s mind over matter now.

2 Weeks

Your blood circulation is improving, especially to your gums and teeth. Damaged tissue begins to heal, and your mouth feels fresher and healthier.

1 Month

You’ll notice visible changes—your hair and skin look healthier, and your body feels more vibrant. Withdrawals like anxiety, anger, or mild depression should start to fade. If they persist, speak to your GP for advice.

Did you know? Smokers who reach 4 weeks smoke-free are five times more likely to quit for good.

2 Months

Your heart health is already improving, and your risk of a heart attack begins to drop. Breathing becomes easier as your lung function increases—you might even notice climbing stairs isn’t as challenging anymore.

3 Months

Walking longer distances and general exercise feels much easier now. You’re no longer held back by shortness of breath.

6 Months

Your lungs are healing! Tiny air sacs called cilia are regrowing, helping to clear out toxins and improve your overall lung function. Fatigue and breathlessness become a thing of the past.

1 Year

A major milestone! After a year of quitting, your risk of a heart attack, heart disease, or stroke is halved compared to a smoker.

5 Years

Long-term smokers have an increased risk of developing diabetes. By staying smoke-free for five years, your risk drops to that of a non-smoker.

5–10 Years

The risk of having a stroke falls dramatically. Smoking makes blood sticky and harder to pump around the body, which raises the likelihood of a stroke. After 5–10 years, your risk is the same as a non-smoker’s.

10 Years

Lung cancer is the biggest risk for smokers, but within 10 years of quitting, your risk of dying from lung cancer is cut in half. The risk of other cancers, such as mouth, throat, and pancreatic cancer, also drops significantly.

What’s Your Smoke-Free Number?

Every day, week, month, and year you stay smoke-free is a milestone worth celebrating. Share your progress with loved ones or on social media—you never know who you might inspire to take the first step toward quitting.

Need support?
Help Me Quit offers free NHS advice and support tailored to your needs. You’re never alone in your journey.

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

Your smoke-free future starts today—one step, one hour, and one day at a time.

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 

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