For the first time, more people in Great Britain vape than smoke, signalling a major behavioural shift after decades of anti-smoking policy.

The Office for National Statistics’ 2024 Opinions and Lifestyle Survey found that 5.4 million adults now use e-cigarettes either daily or occasionally, compared with 4.9 million who smoke. Around 10% of over-16s currently vape, slightly higher than the 9.1% who still smoke. Daily vaping is most common among adults aged 25 to 49, with women now a growing share of users.

The number of Britons who smoke has collapsed since the 1970s, when nearly half of adults were regular smokers. Public health experts credit indoor smoking bans, plain packaging, and sustained anti-tobacco campaigns for the decline. Vaping has filled some of that space, promoted as a less harmful alternative, though the National Health Service warns that long-term health effects remainuncertain and that children and non-smokers should avoid e-cigarettes.

The trend coincides with the United Kingdom’s new Tobacco and Vapes Bill, which will prohibit tobacco sales to anyone born on or after 1 January 2009 and restrict vape packaging, nicotine strength, and youth marketing.

In South Africa, vaping remains far less common overall but is rising sharply among the young. A 2024 study by the University of Cape Town found significant e-cigarette use among high-school learners, while a 2024 South African Medical Research Council report highlighted heavy marketing exposure and notable uptake among university students. These findings suggest that while Britain debates generational bans, South Africa’s challenge is preventing a new generation from adopting the habit at all.