FOR IMMEDIATE RELEASE
New Global Survey Reveals Widespread Misunderstanding of Vaping Among Smokers
Brussels, Belgium (May 8, 2024) — The new comprehensive survey conducted by Ipsos for We Are Innovation has exposed a concerning lack of knowledge among smokers of the comparative risks of vaping and traditional smoking. With nearly 27,000 smokers across 28 countries participating, the survey sheds light on a global “misperception epidemic” that brings challenge to public health and impedes smokers’ transition to both innovative and safer nicotine alternatives.
Currently, 74 percent of smokers worldwide mistakenly believe that vaping is either as harmful or more harmful than smoking combustible cigarettes. This misinformation challenges public health messaging about vaping as a safer alternative to traditional smoking methods.
The survey identified countries including Brazil, Netherlands, Slovenia, and Kazakhstan as having the highest proportion of smokers (over 80 percent) incorrectly perceiving vaping as equally or more harmful than smoking tobacco. On the other hand, countries such as Italy, the Czech Republic, France, and the United Kingdom exhibited a more accurate understanding, although even in these nations, over half of smokers still hold false beliefs regarding the risks of vaping versus smoking.
These findings showcase the need for educational efforts to rectify these misconceptions and encourage smokers to make informed decisions about innovative alternatives to traditional combustible smoking and, thus, choose safer alternatives that can play a significant role in quitting smoking.
‘The consequences are grave,’ states Federico N. Fernández, the CEO of We Are Innovation, ‘If smokers are under the incorrect assumption that vaping is no better than smoking, they are far less likely to explore potentially life-saving products as a means to quit harmful combustibles. Misinformation is stifling innovation and obstructing smokers’ ability to escape the clutches of cigarettes.’
Jonas Fritz, Opinion Analyst at Ipsos Sweden, adds, ‘There is a wide-spread conception among the world’s smokers that vaping is at least as harmful as smoking tobacco products – the view is shared by a majority of smokers in all 28 countries surveyed. In most markets, as many as three out of four agree with this. In some countries, however, especially in Europe, the share of smokers who find vaping less harmful than smoking is substantially larger than that of those who think it is more harmful. In Italy, for example, 43 percent see vaping as less harmful and only 12 percent as more harmful. There are some large differences in views within the continents, especially in Europe, with the Netherlands and Slovenia being on the other end of the spectrum where about twice as many name it as more harmful compared to those seeing it as less.’
The survey emphasizes the vital role that public health organizations, policymakers, tobacco harm reduction advocates, and all stakeholders play in countering false narratives equating vaping to smoking risks. By providing evidence-based education, these groups can share accurate, scientifically proven information regarding the relative risks of the existing available nicotine products with smokers, potentially saving millions of lives and decreasing the smoking pandemic.
ENDS
ABOUT IPSOS
Ipsos is the third largest market research company in the world, present in 90 markets and employing more than 18,000 people. Our research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 business solutions are based on primary data coming from our surveys, social media monitoring, and qualitative or observational techniques. “Game Changers” – our tagline – summarizes our ambition to help our 5,000 clients to navigate more easily our deeply changing world. Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. To learn more about Ipsos, visit www.ipsos.com.
ABOUT WE ARE INNOVATION
We Are Innovation is a dynamic network of individuals and institutions who fervently believe in the power of innovation to drive progress and solve the world’s most pressing problems. With a global presence encompassing over 40 think tanks, foundations, and NGOs, We Are Innovation represents the diverse voices of a global civil society committed to advancing human creativity, embracing new technologies, and promoting innovative solutions. Through our collaborative approach and cutting-edge expertise, we are spearheading transformative change on a global scale. To learn more about our work, visit us at https://weareinnovation.global/.
