The Independent British Vape Trade Association (IBVTA) has announced an exciting new campaign, set to tackle the myths and misconceptions surrounding vaping. The six-month campaign aims to educate the public on how vaping has helped a significant number of people stop smoking. Keen to kick fearmongering and falsehoods to the kerb, the IBVTA is armed with facts, figures, and first-hand accounts that will make you question everything you thought you knew about vaping.
What Will the Campaign Address?
- The role of the vaping industry in helping the UK go smoke-free
- The industry's sustainability and recycling responsibilities
- The vaping sector's responsibilities regarding cracking down on illicit vapes
- Adequate widespread circulation of facts to quash misinformation and scaremongering
The IBVTA has released a series of images and animations to spread their important message. These will feature on billboards, social media, and via press releases and interviews.
What is the IBVTA?
The IBVTA is a collective, born out of the need for the provision of support, guidance and knowledge to the independent vape sector. It isn't owned by any individual or group of companies. In fact, the IBVTA is owned by its members.
" All IBVTA members are free from any ownership or control by the tobacco and pharmaceutical industries."[i]
The collective does have a team of experts who provide advice and information to members.
Totally Wicked is proud to be a member of the IBVTA. Our CEO, Marcus Saxton, and Technical Director, Liam Humberstone are also members of the Board. Raees Ahmed, our Product Development Manager is part of the IBVTA's Steering Committee.
You can find further information about the IBVTA team members on their dedicated IBVTA website.
What is the IBVTA Campaign?
The campaign draws on substantiated information that exalts the role of vaping in helping people stay smoke free. It also focuses on clearing up confusion around vaping, so people are aware of the facts rather than having to rely on the misinformation that is perpetually published and reported via various media. The campaign references the support given by the Government to vaping as a smoking cessation tool, including statements from the Minister of Public Health, Neil O'Brien.
In April 2023, O'Brien said:
"Vaping is already estimated to contribute to about 50,000 to 70,000 additional smoking quits per year in England. However, vapes are not yet being used widely enough to reach their full potential as smoking quit aids, showing the potential power of it as a tool. A 'swap to stop' partnership is a scheme where smokers are provided with a vape starter kit alongside behavioural support to help them completely stop smoking."
The Minister goes on to highlight international research that:
"Shows that smokers who use a vape every day are 3 times more likely to quit smoking, interestingly, even if they didn't intend to quit smoking."[ii]
Why is the IBVTA Campaign Needed?
The UK Government aims for the UK to be smokefree by 2030[iii]. The IBVTA wholeheartedly supports the Government's campaign.
Once upon a time, vaping was viewed solely (and rightly so) as an effective way for smokers to quit their unhealthy habit. Now, it is apparent that negative press is stifling news of the benefits of vaping, thus jeopardising the number of people pursuing a healthier lifestyle.
Current Perceptions of Vaping
According to the 2023 ASH report, 43% of adults in the UK think that vaping is as harmful as smoking , or even more harmful than smoking. This type of mindset has the potential to deter people from switching from tobacco products to vapes. It could even potentially push vapers back to smoking. In short, this kind of reaction to misinformation has the potential to jeopardise the health of ex-smokers.
The environmental impact of vaping and the dangers of fake vapes are also important issues that the IBVTA campaign will address.
Sustainability and the Vaping Sector
Many news outlets report on the problems caused by littered vapes and associated detritus. However, many fail to highlight that the most commonly littered item in the UK is cigarette butts[iv]. This of course does not negate the need to tackle littered and incorrect disposal of vapes. The IBVTA supports sustainability[v] and encourages its members to encourage recycling through all channels.
This can be by:
- Encouraging customers to bring their used vapes into stores to be recycled
- Signing up to Distributor Takeback Scheme (DTS) if you sell vapes online only
- Communicating your recycling options via all appropriate means - in store, online, and via direct communications if applicable.
The IBVTA and the war on fake vapes
The IBVTA is unequivocal about its stance on illegal vapes.
IBVTA's CEO, Gillian Golden states:
"Illegal products which find their way onto the UK market filled with as much as 20ml of e-liquid, and for which safety tests are not supplied to the MHRA, are a tangible threat to consumers and the legitimate sector alike.
Equally complicit are the retailers who choose to stock these products or suggest ignorance to where they are sourced. As an industry we must continue to support greater resources to stop these products reaching the UK market in the first place."
IBVTA Vape Forum
The campaign begins ahead of the IBVTA Forum, which takes place in Birmingham on 26th October, 2023[vi]. The forum presents the opportunity for vaping industry professionals to network with industry leaders, as well as attend informative sessions led by respected knowledgeable speakers. Sessions includes discussions regarding taking action on waste, and taking action on illegal sales and the illicit trade.
To find out more about the IBVTA and their campaign, visit IBVTA.org