Health leaders on Merseyside have welcomed a landmark £62m study that will track the impact of vaping on young people as the Government also seeks to raise awareness of its potential dangers.
A new campaign, Love Your Lungs, will use social media influencers like Big Manny and Bodalia to reach teenagers aged 13-18 directly, and will run primarily on social media platforms such as YouTube and Instagram.
It comes alongside today’s announcement of a UK Research and Innovation (UKRI)-funded study that will monitor 100,000 young people over 10 years to gather information about their health and wellbeing.
The new initiatives are in response to a sharp rise in youth vaping, with a quarter of 11 to 15-year-olds having tried e-cigarettes.
Professor Ian Ashworth, Director of Population Health for NHS Cheshire and Merseyside, said: “Children aren’t just adults, they have developing lungs. They’ve got developing brains.
He told Radio Merseyside: “We all know nicotine is a very addictive substance and that mixed with developing lungs and brains isn’t a good thing to do. We want to be able to give them some dependable, non-judgemental advice and support in that area.”
While vaping is considered less harmful than smoking and can be an effective tool for adult smokers looking to quit, health experts caution that non-smoking children should not take it up due to potential health risks.
Adam Williams, owner of Liverpool vape shop Rojeans, said that youth vaping would not be an issue if current regulations were enforced. He pointed out that it is already illegal to sell to under-18s, adding: “Laws around this don’t need to be changed.” He also said: “Every kid that is vaping is probably a kid that would’ve smoked 20 years ago, which would you prefer?”
The Love Your Lungs campaign aims to expose the hidden dangers of vaping, particularly its effects on developing lungs and brains.
Today’s announcement builds on the proposed Tobacco and Vapes Bill, which is currently moving through Parliament.
The Bill includes strict measures to limit flavours, packaging, and displays designed to appeal to children.
It will also introduce a ban on vape advertising and sponsorship, along with stronger enforcement to prevent underage and illicit sales.
From 1 June 2025, disposable vapes will be banned under separate environmental legislation, reducing their accessibility to young people.
The Bill is part of the government’s broader Plan for Change, which focuses on prevention to alleviate NHS pressures and improve public health.
By taking a comprehensive approach combining public awareness, legislative action, and scientific research the government aims to curb the rise in youth vaping and create a smoke-free generation.
Hazel Cheeseman, Chief Executive of Action on Smoking said: “Vaping is likely to have risks in the long-term – although we know that it is less harmful than smoking, which will kill nearly two-thirds of long-term smokers. It is currently difficult to quantify those risks. This important new research will address this gap, providing valuable insights into the factors that lead teens to start vaping and the health impacts.
“We do not need to wait for this research to act. Measures in the Tobacco and Vapes Bill, currently before Parliament, will reduce the appeal of vapes to children, creating a better regulated market to protect young people from starting, and ensure those switching from smoking have access to safer, effective products.”
