Let’s be clear with young people about vapes

These quotes are taken from both the NHS website and articles from health officials. And I think most clinicians and public health professionals would probably agree with them internally.

But out there in the real world these messages just don’t have much traction with young people who are increasingly turning to vaping as a common-place sociable habit, a form of experimentation, and as a stress reliever.

Telling young people that vapes aren’t meant ‘for them’ isn’t that persuasive - as it doesn’t square with their experience of the world – especially when they see flavours and marketing seemingly targeted at them, easy access to vapes in shops and online, endless peers and influencers trying out vape stunts on TikTok, and their friends puffing away in the school toilets.

There’s also more than a whiff of the ‘just say no’ approach to illegal drugs from yesteryear. And we know ‘top-down’ messages and campaigns just don’t work.

But looking at the wider policy picture, the UK Government’s response to youth vaping has been impressive. The Tobacco and Vapes Bill will crackdown on vape advertising, sponsorship and key youth-targeted marketing (such as vape give-aways) as well as strengthening sanctions against businesses who illegally sell vapes to young people. In addition, a new national youth vape education campaign ‘Love your lungs’ is set to be launched during 2025.

In the meantime, however, what should we be saying to our young people about vapes that will actually cut through? In a bid to build up a stronger evidence-base of ‘what works’ Audience Social Marketing (the public health campaigns agency I lead) reviewed 28 papers evaluating youth campaigns in this field across the world.

The landmark report found that the most effective initiatives:

• avoided finger wagging and/or scare tactics but were very clear on the potential health risks for young people
• were positive in tone and provided help and support for young people to both resist peer pressure to vape and kick the habit
• were based on behavioural theory
• they had fun, interactive elements – including video games, interactive quizzes etc
• were run over longer periods - not just ‘one offs’ run in both schools and the community – and online.

My agency’s experience in this space shows that tailored messages for this audience can be very engaging and effective as evidence shows young people’s developing lungs and brains may be more sensitive to the effects of nicotine and other chemicals in vapes.

Looking to the future – campaign messages will probably evolve and change as new clinical evidence on health effects emerges – but the key principles of communication outlined in the report should stand firm.

One final point – co-developing initiatives with young people is absolutely key to their effectiveness. Above all, they really know what works and will advise on the right language, tone, design and channels.

Let’s work together to achieve a smoke-free generation.