By Michael Landl, Director of the World Vapers’ Alliance
Is vaping more or less harmful than smoking, and can it contribute to improved public health? Despite its apparent simplicity, this question divides parliaments, journalists, and tobacco control activists, even though the answer is straightforward: vaping is less harmful than smoking and represents a game changer for public health.
The Misperception Epidemic
According to research conducted by Ipsos for the think tank “We Are Innovation”, an astonishing 74% of smokers worldwide mistakenly believe that vaping is as harmful or more harmful than smoking. This widespread misunderstanding, fueled by misinformation, potentially prevents millions from switching to a safer alternative like vaping. A recent UK study supports this, noting that “harm perceptions do predict subsequent vaping and smoking behaviour.”
Since accurate information is the cornerstone of effective public health policy, it’s essential that smokers have access to the truth about safer alternatives. Unfortunately, many so-called health organisations contribute to the spread of misinformation. These organisations, including the World Health Organization (WHO), have perpetuated this misperception epidemic with misleading statements. In just the last six months, the WHO has disseminated misleading information about vaping and nicotine on more than ten occasions, including unfounded claims that vaping causes cancer and that vapes often contain more toxicants than cigarettes.
The WHO’s misguided focus on vaping and other safer nicotine products, instead of the real threat—smoking—keeps smokers from making the healthier switch. This is not just misguided; it’s dangerous.
The WHO’s false claims are fueling a deadly misperception epidemic. 74% of smokers believe #vaping is at least as harmful as smoking. This must stop – accurate knowledge could save millions of lives.https://t.co/7ZXq2JxAxo #worldvapeday #misperceptionepidemic #WHA2024 https://t.co/OUNTpAg1mC pic.twitter.com/vm3L5tSkpn
— Michael Landl (@LandlMichael) May 27, 2024
The Evidence for Vaping as a Safer Alternative
Over 100 organizations and government institutions agree that vaping is less harmful than smoking. A systematic evidence review from the British public health non-governmental organization, Cochrane, confirmed that vaping aids smokers in quitting. Cochrane’s systematic reviews are recognized globally as the gold standard in health evidence.
This position is bolstered by recent research and statements from respected public health authorities, including the UK’s National Health Service, which published a guide on “Vaping Myths and Facts” to debunk significant misconceptions and help smokers access high-quality information.
“A lot has changed in this area; tobacco is one of the key risk factors [for cancer] and this is why we are coming in 2024 with a new recommendation for tobacco-free environments for secondhand smoke,” @SKyriakidesEU said.
Why then attack smoke free products?
— Michael Landl (@LandlMichael) October 25, 2023
Learning from Sweden’s Example
Sweden’s approach to becoming smoke-free sets a remarkable precedent. Rather than banning safer nicotine products, Sweden has embraced harm reduction, endorsing the use of products like snus, pouches and e-cigarettes. This strategy has positioned Sweden on the verge of becoming smoke-free, serving as a model for global tobacco harm reduction strategies. The World Health Organization should take note of Sweden’s success and reconsider its current, failing approach.
The misperception that vaping is as harmful as smoking constitutes a public health crisis in itself. We are grappling with a misperception epidemic, and unfortunately, the WHO is exacerbating the problem by spreading further misconceptions. This must end now if we are to save lives.
The time has come for global health leaders and policymakers to align their strategies with the robust body of scientific evidence supporting harm reduction. By doing so, we can significantly reduce the public health burden of smoking and truly transform the landscape of global health.
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