UK Vapers Warn £2.20 Tax Hike Will Drive Thousands Back to Smoking

The UK government’s upcoming Vaping Products Duty risks pushing hundreds of thousands of adults back to combustible cigarettes, according to trade data released ahead of the October 1 implementation. Roughly half of surveyed consumers report they will either resume smoking or turn to unregulated black-market suppliers once prices rise.

Price Increases and Market Disruption

Under the new policy, every 10ml of e-liquid faces a £2.20 excise duty, totaling £2.64 after VAT. This measure will more than double the retail price of standard refill bottles and increase pod system costs by approximately 25%.

A survey of 3,500 adults conducted by the UK Vaping Industry Association (UKVIA) revealed widespread consumer unawareness regarding the policy. Modeling commissioned by retailer Vape Club estimates that 946,000 vapers and dual users could abandon vaping entirely in favor of cigarettes, leading to the purchase of an additional 1.5 billion cigarettes annually.

Read more: UK Vaping Duty 2026: HMRC Opens Registration for £2.20/10ml Tax and Stamp Scheme

Industry Demands Urgent Government Action

The UKVIA has requested urgent meetings with HM Treasury, HMRC, and the Department of Health and Social Care to review the tax rate. UKVIA Director General John Dunne labeled the levy “nothing short of a public health timebomb.”

“We know we are unlikely to see the duty disappear altogether, but the cost of getting this wrong is simply too high to bear, both for the NHS and for people across the country who rely on vaping to stay away from cigarettes,” stated Dan Marchant, Director of Vape Club.

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Matthew Ma

Marketing at Ecigator

With over a decade of experience in the e-cigarette industry, Matthew Ma is a seasoned expert in both the manufacturing and usage aspects of vaping products. His extensive background has provided him with a deep understanding of the intricacies and evolving dynamics of e-cigarettes.