Nicotine Harm Perceptions in the UK: Part One

• Nearly all groups recognise that smoking is harmful, but views on vaping and nicotine pouches vary widely.
• People tend to view the product they use more favourably than other products.
• A large share of cigarette smokers incorrectly believe vaping is more harmful than smoking.
• Misconceptions about nicotine and cancer remain common, especially among non-users.
• Most respondents agree there is a “vaping epidemic” in the UK, but users of alternative products are somewhat less likely to accept that framing.

In February 2026, we surveyed 2,000 UK adults aged 18 and over to compare attitudes across four groups: cigarette smokers, vapers, nicotine pouch users, and non-users. View the full report here.

Part One looks at how these groups perceive smoking, vaping, nicotine pouches, and common nicotine-related misconceptions.

The results show broad agreement that smoking is harmful—but much less agreement about how alternative nicotine products compare.

Hopefully not! Smoking is the most harmful way to use nicotine.

Still, nearly half of nicotine pouch users (49%) believe smoking is "back in fashion," compared to just 8% of non-users. Similarly, 43% of pouch users think smoking is "cool"—a view shared by only 2% of those who don't use nicotine products.

Cigarette smokers themselves are more likely to defend smoking's image, with 39% believing smoking is "cooler than pouches or snus."

While non-users overwhelmingly reject smoking's cultural appeal, those who use alternative nicotine products appear more accepting of smoking's image.

When it comes to the harmfulness of cigarettes, there's near-universal agreement: 93-99% of all groups acknowledge that smoking is harmful, with non-users being the most emphatic (99%).

But the picture becomes murkier when comparing alternative products to cigarettes.

The NHS says that “nicotine vaping is not risk-free, but it is less harmful than smoking.” Unfortunately, that information doesn’t seem to be reaching the British public.

• 56% of vapers believe vaping is less harmful than smoking
• Only 25% of cigarette smokers and 28% of non-users share this view
• 37% of cigarette smokers actually believe vaping is more harmful than smoking

These findings mirror a recent report in The Guardian, which found that 52% of UK smokers believe vaping is as harmful as, or more harmful than, smoking.

Together, the findings point to the same problem: many smokers are not just unsure about vaping—they may be overestimating its risks compared with cigarettes.

As Hazel Cheeseman, chief executive of ASH, told The Guardian: “It’s worrying that public perceptions of vaping are now so far out of step with the evidence.”

• 58% of pouch users see pouches as less harmful than cigarettes
• Just 33% of non-users agree
• 31% of non-users believe pouches are equally as harmful as smoking

What do these findings mean? 

Each group tends to view their own product more favourably, which isn't surprising. However, the significant proportion of cigarette smokers who believe vaping is worse than smoking is concerning—and contradicts the scientific consensus.

Perhaps the most troubling findings relate to widespread misconceptions about nicotine and harm.

As stated in a 2025 briefing from ASH: “Nicotine is addictive but carries few direct risks to health on its own.”

A review from the Royal College of Physicians concluded that “Nicotine itself confers little risk to health.”  Smoking causes cancer due to combustion of tobacco and the thousands of chemicals in cigarette smoke that are carcinogenic.

Yet 73% of non-nicotine users incorrectly believe nicotine is a direct cause of cancer.

Pouch users emerge as the most informed group, with only 40% holding this misconception. They're also the most sceptical of claims that pouches cause oral cancer (49% vs 61-63% for other groups).

We asked respondents whether they agree there's a "vaping epidemic" in the UK. The results:

• 86% of non-users agree
• 75% of cigarette smokers agree
• 74% of vapers agree
• 72% of pouch users agree

While there's broad agreement across groups, vapers and pouch users are more than three times as likely to disagree (10% each) compared to non-users (3%).

This suggests that those with direct experience of alternative nicotine products are more resistant to "epidemic" framing.

This research was conducted by Censuswide on behalf of Snusbolaget Norden AB in February 2026.

Part One shows a clear pattern: UK adults largely agree that smoking is harmful, but there is far less clarity when the conversation turns to vaping, nicotine pouches, and nicotine itself.

Those differences matter. If cigarette smokers overestimate the risks of alternatives—or if non-users misunderstand the effects of nicotine—public debate becomes less informed.

Clearer communication is needed so adults can separate the risks of smoking from the risks of nicotine and non-combustible products.