According to a new study, more than half of e-cigarette users (57%) emphasize the importance of good advice for successful smoking cessation. However, research by the UK Vaping Industry Association (UKVIA) into the level, quality and source of advice vaping users receive when trying to quit also suggests that there is significant room for improvement in the guidance smokers can quit. Visit when making a life-changing decision to let go of their habit.

Key findings of the study include:

73% of respondents were very or somewhat satisfied with the advice they received when seeking to switch from smoking to vaping; however, a quarter said the advice did not exist.

It turned out that professional e-cigarette retail stores were the main source of advice (48.9%), but only 2.8% and 1.1% of respondents received guidance from supermarkets and convenience stores, respectively.

In terms of quality of recommendations, 54.4% of those who bought their first e-cigarette from a specialty e-cigarette specialty store said the support they received was very helpful and supportive, compared to online retail (25%), convenience stores (14.8%) and Supermarkets (14.3%).

Nearly half believe they were asked in part or all about their lifestyle choices, smoking habits and health goals when starting their vaping journey; although more than a third (38.6%) said these were all Not raised as part of the conversation around starting vaping.

Half received advice on the choice of vaping device best suited to their smoking habits, but 42% did not.

56.8% received advice on correct nicotine levels based on their smoking frequency, but just over a third (34.7%) received no advice.

Only 40.9% got advice on the best vaping flavor they requested, while 52.3% didn't.

More than a third (38%) received advice about the challenges they might face when trying e-cigarettes for the first time; a larger percentage (49.4%) said they received no guidance in this regard.

Less than a quarter (23.9%) received any instruction to ensure continued smoking cessation attempts with e-cigarettes when tempted to smoke again; the majority (62%) said they received no advice in this regard.

More than 90% of current e-cigarette users believe that existing smokers have a better chance of quitting smoking through e-cigarettes if good advice is given in the first place rather than just selling the product.

The main triggers for starting vaping included poor health (26.7%), being financially cheaper than cigarettes (51.7%) and stress from family (13%).

UKVIA Director-General John Dunne said: "This research clearly shows that the advice vaping users receive when helping them switch from traditional cigarettes is highly valued. It also highlights that the vast majority of mature vapers believe that good advice on transitioning to vaping will increase smokers' chances of quitting in the future. However, despite this evidence, there is still a serious lack of good advice in some areas when smokers wish to decide to use e-cigarettes as their preferred method of quitting.

“Retail really needs that all those who are supporting adult smokers who are making a turnaround in their health — from smoking cessation services and the health care community, to family, friends and the existing vaping community — lead them to do make the best decisions about vaping devices, nicotine levels and flavors that will lead them to eventually quit smoking.”

Doug Mutter, director of VPZ, a major manufacturer and retailer of vaping products, said: "There's a saying in the industry, get the right advice, get the right device. Everyone is different and there is no one-size-fits-all solution. Professional support up front is key - that's why we have Vape Clinics in stores across the UK to provide such a high level of advice from those who have been there and done.

The research was conducted during VApril, the largest educational campaign for smokers interested in using e-cigarettes as a way to quit. Coordinated by UKVIA, it is now running globally in April.

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