Only 1 in 4 Smokers Aware of Free Vape Scheme

• Only 24% of smokers knew about the “Swap to Stop” free vape scheme.
• Awareness was lower among 45-54-year-olds and ethnic minority groups.
• Higher awareness was linked to smokers already motivated to quit.
• Knowing about the scheme increased likelihood of using vapes during quitting smoking attempts.

A study published in Nicotine & Tobacco Research shows that just 24% of smokers or recent ex-smokers were aware of the government’s “Swap to Stop” programme, despite an ambition to reach millions.

The findings raise questions about whether the UK can fully capitalise on one of the most ambitious quit-smoking strategies ever implemented.

The “Swap to Stop” programme was introduced as part of the UK’s wider plan to become smoke-free, with a target of reducing smoking rates to 5% or less. The scheme provides free vape starter kits alongside behavioural support to encourage smokers to switch. Yet awareness remains relatively low among the target population.

Researchers analysed survey data from nearly 7,000 adults in England who either currently smoke or had quit within the past year. Their conclusion: while the policy is innovative, its visibility is limited.

The study highlights disparities in who knows about the scheme and who does not.

• People aged 45–54 were significantly less likely to be aware of the initiative compared to younger adults.
• Awareness was also lower among participants from Asian, Black, and mixed ethnic backgrounds relative to white participants.
• There was no clear increase in awareness among socio-economically disadvantaged groups, despite them having higher smoking rates.
• At the same time, awareness was higher among those already engaged in quitting behaviour, such as individuals experiencing cravings or those who had used vapes in previous quit attempts.
• This suggests the programme may be reaching smokers already motivated to quit, while missing those who could benefit the most.

Importantly, the research found that awareness of the scheme was associated with greater likelihood of using vapes during attempts to quit smoking.

This aligns with a broader body of evidence. A major Cochrane review has concluded that nicotine e-cigarettes can help people quit smoking and may be more effective than traditional nicotine replacement therapies.

Separate population-level research has also linked the introduction of “Swap to Stop” to an increase in vaping during quit attempts across England.

The researchers argue that the issue is not necessarily the design of the scheme—but how it is communicated.

Unlike national campaigns with strong branding, “Swap to Stop” has largely relied on local promotion. The study suggests that more coordinated communication could significantly improve awareness, particularly among high-prevalence groups.

Markus Lindblad, Head of Legal & External Affairs at Northerner, commenting on the findings, says the results highlight a familiar challenge in public health:

“The evidence clearly shows that innovative harm reduction tools like vaping can play a significant role in helping smokers quit.

But access alone is not enough. People need to know these options exist, and they need to trust them. Without strong, targeted communication, even the best initiatives risk falling short of their potential.”

England’s free vape scheme represents one of the most progressive smoking cessation strategies globally. But this study suggests that policy innovation must be matched by effective communication if it is to deliver maximum public health impact.

With smoking still a leading cause of preventable disease and death, improving awareness could be one of the simplest—and most effective—next steps.