New findings from ASH Wales’ Annual Adult Population Survey 2025 show strong public support for tougher tobacco laws and clear backing for the Smokefree Generation in Wales. But with no current Tobacco Control Delivery Plan in place, progress towards a smokefree Wales by 2030 has stalled.

Our 2025 YouGov Survey

The Annual Adult Population Survey 2025, carried out by YouGov, reveals that the Welsh public are firmly behind stronger action on tobacco. The results are striking:

• 43% believe governments aren’t doing enough to tackle smoking.
• 65% of people support the Smokefree Generation law, which would end tobacco sales to anyone born after 2009.
• 87% want to see tobacco retailers licensed, with licences removed if shops sell to children.
• 78% support banning cartoon-style branding and sweet flavours in vapes to reduce youth appeal.

Misinformation on vaping is growing

While public backing for stronger tobacco laws is high, confusion around vaping continues to rise. Nearly six in ten Welsh adults (58%) now believe vaping is as harmful as smoking, including 57% of smokers. In 2017, that figure was just 14%.

The forthcoming Tobacco and Vapes Bill aims to tighten regulation of vapes while still recognising their role in helping people quit smoking. Striking that balance is vital if we’re to save lives and prevent new harms.

A call for leadership and action

As our Chief Executive, Suzanne Cass, puts it:

“This is not just about laws – it’s about lives. Every month without action means more families suffering from preventable illness and loss. The public is with us, and Wales must now act boldly.” 

We’re urging the Welsh Government to approve the Tobacco and Vapes Bill without delay, backed by proper funding, enforcement, and accountability. But laws alone aren’t enough. Wales urgently needs a new Tobacco Control Delivery Plan to re-energise progress and tackle the inequalities that fuel smoking rates.

Smoking hits the poorest hardest

The survey once again highlights how smoking deepens inequality in Wales:

• 30% of people living in social housing smoke, compared with just 8% of homeowners.
• Smoking is far more common among people facing overlapping challenges such as poor mental health, high-risk drinking, or frequent gambling.

These are the communities carrying the greatest burden of smoking-related illness and death. Without focused support, the 2030 target will remain out of reach.

Wales can’t afford to wait

Wales has been without a Tobacco Control Delivery Plan since the end of 2024, leaving a gap in our roadmap to a smokefree 2030. Meanwhile, the Tobacco and Vapes Bill continues to move through Parliament and is now at the committee stage. Once amendments are finalised, the Welsh Government must be ready to act swiftly so Wales keeps pace with the rest of the UK.

The evidence is clear: the public supports tougher action, and the time to act is now. Wales must not be left behind on the journey to a Smokefree Generation.