UKVIA to Launch VApril 2026 Campaign Amid Growing Debate Over Tobacco and Vapes Bill

The UK Vaping Industry Association (UKVIA) is set to roll out the ninth edition of its annual VApril campaign next month, describing it as the largest public awareness initiative dedicated to vaping worldwide.

For close to a decade, VApril has focused on helping adult smokers transition away from cigarettes by offering evidence-based information, expert perspectives, and practical advice on switching to vaping.

According to UKVIA, the 2026 campaign arrives at a critical time as the Tobacco and Vapes Bill continues to move through Parliament. While the government maintains that the Bill is intended to curb youth access to vaping—a goal UKVIA supports—the association has raised concerns that it could also grant ministers broad authority to impose restrictions on product flavours, packaging, and retail displays.

UKVIA warns that such measures may not only impact current adult vapers but could also discourage smokers from switching to what it considers a less harmful alternative.

Alongside its core mission of supporting smoking cessation, VApril 2026 will also aim to increase public awareness of the proposed legislation, outline its potential implications for consumers, and encourage vapers to engage with policymakers. The campaign will include a comprehensive organic social media push, the release of evidence-based guides and fact sheets, and tools to help individuals contact their MPs.

In addition, the initiative will amplify the voices of former smokers who have successfully quit through vaping, while equipping retailers with resources to guide customers toward reliable information. A new “Switch That Stuck” testimonial series will highlight real-life success stories from those who made the transition.

VApril 2026 will also introduce fresh consumer research exploring public awareness of the Bill, attitudes toward potential vaping restrictions, and whether vapers feel current policies reflect their public health interests.