Nicotine Harm Perceptions in the UK: Part Two
Part Two of our UK nicotine harm perceptions series looks at where people who use different products get their information—and why that matters.
Key Takeaways
- Nicotine pouch users are the most likely to feel informed about nicotine product risks, while non-users are the least likely.
- Non-users report the lowest information engagement, with 39% saying they do not actively seek information about nicotine products.
- Cigarette smokers show signs of confusion around relative risk, including scepticism toward alternatives such as vaping.
- Pouch users appear to be the most active information seekers, especially through public health agencies, medical websites, and social media experts.
- The findings point to a need for clearer, more targeted public health communication for different audiences.
The Survey
In February 2026, we surveyed 2,000 UK adults (18+) to understand how people who smoke, vape, use nicotine pouches, or do not use nicotine products perceive risk, how informed they feel, and where they get their information.
This section highlights a clear pattern: confidence, accuracy, and information-seeking vary widely between groups.
View the full report here.
Who Feels Informed—and Who Doesn't?
When asked how well-informed they feel about the health risks of nicotine products:
- 79% of pouch users feel informed
- 72% of vapers feel informed
- 64% of cigarette smokers feel informed
- Only 49% of non-users feel informed
Conversely, 24% of non-users say they feel uninformed—more than double the rate of any other group.
"The paradox is that non-users are the least informed, yet often hold the strongest views. That matters, because those views can shape public debate and policy."
Where Do People Get Their Information?
Understanding information sources helps explain these knowledge gaps.
|
Source |
Cigarette Smokers |
Pouch Users |
Vapers |
Non-Users |
|
Public health agencies |
35% |
43% |
37% |
31% |
|
Medical websites |
33% |
38% |
30% |
23% |
|
Experts on social media |
15% |
30% |
18% |
6% |
|
Don't seek information |
20% |
11% |
14% |
39% |
Pouch users stand out as the most active information seekers. They're the most likely to consult Public Health agencies (43%) and social media experts (30%), and the least likely to avoid seeking information altogether (11%).
In stark contrast, 39% of non-users don't actively seek information about nicotine products—yet this group holds the strongest views and highest rates of misconception.
Group Profiles: A Summary
|
Characteristic |
Cigarette Smokers |
Pouch Users |
Vapers |
Non-Users |
|
View of smoking |
Defensive |
Most positive |
Neutral |
Strongly negative |
|
View of alternatives |
Sceptical of vaping |
See pouches as safer |
See vaping as safer |
Sceptical of all |
|
Misinformation level |
High |
Lowest |
Moderate |
High |
|
Information engagement |
Moderate |
Highest |
High |
Lowest |
What This Means for Public Health
Our findings highlight a significant public health communication challenge.
The groups who most need accurate information—non-users who may influence policy discussions and cigarette smokers who might benefit from switching—are often the most misinformed.
This concern is echoed in recent UK reporting. Analysis by Action on Smoking and Health, covered by The Guardian, found that 52% of UK smokers and 54% of UK adults believe vaping is as harmful as, or more harmful than, smoking.
That finding mirrors our own survey pattern: while 64% of cigarette smokers say they feel informed about nicotine product risks, many still appear unsure about the relative risks of combustible and non-combustible nicotine products.
"These findings show that the public conversation around nicotine is often missing an important distinction: nicotine is dependence forming, but the greatest health risks associated with smoking come from combustion and cigarette smoke. If people are making decisions based on incomplete information, public health messaging has to work harder to be clear, accurate, and accessible."
Meanwhile, users of alternative nicotine products like pouches and vapes tend to be better informed, more engaged with health information, and more aware of relative risks.
Three communication priorities stand out:
- Address smoker confusion around relative risk. Cigarette smokers report only moderate information engagement and show scepticism toward alternatives such as vaping, suggesting a need for clearer, more practical communication.
- Support better-informed policy discussions. Non-users are the least likely to feel informed and the most likely to avoid seeking information, yet their views can influence public debate and policy attitudes. Policymakers should have access to clear evidence on how perceptions differ across groups.
- Use trusted and active information channels. Pouch users are the most engaged information seekers, especially through public health agencies, medical websites, and social media experts—channels that could help make accurate information more accessible.
This research was conducted by Censuswide on behalf of Snusbolaget Norden AB in February 2026.
The Bottom Line
The UK's nicotine debate is not just shaped by what people believe about risk, but also by where they get their information—and whether they seek it out at all.
These survey results show a clear divide: pouch users and vapers are more likely to feel informed and engage with health information, while cigarette smokers show signs of relative-risk confusion and non-users are least likely to seek information.
For policymakers, the message is clear: public debate should be grounded in evidence that reflects how perceptions differ across groups.
FAQs Nicotine Harm Perceptions Report
What was the purpose of the survey?
The survey aimed to understand how UK adults perceive nicotine product risks, how informed they feel, and which information sources they use, including public health agencies, medical websites, experts on social media, and whether they actively seek information at all.
How many people took part in the research?
The research surveyed 2,000 UK adults aged 18 and over in February 2026.
Which group felt most informed about nicotine product risks?
Nicotine pouch users were the most likely to say they felt informed, with 79% reporting that they felt informed about the health risks of nicotine products. Vapers followed at 72%, cigarette smokers at 64%, and non-users at 49%.
Who was least likely to seek information?
Non-users were the least engaged group. Thirty-nine percent said they do not actively seek information about nicotine products, compared with 20% of cigarette smokers, 14% of vapers, and 11% of pouch users.
Where do pouch users get information?
Pouch users were the most active information seekers in the survey. They were the most likely group to consult public health agencies (43%) and experts on social media (30%), and the least likely to say they do not seek information at all (11%).
Why does this matter for public health policy?
The findings suggest that policymakers need evidence that distinguishes between different groups. Cigarette smokers, non-users, vapers, and pouch users do not all have the same level of knowledge, confidence, or information engagement, so public health communication should reflect those differences.
