As the UK prepared to implement a national ban on disposable vapes from 1st June 2025, Haypp launched a timely broadcast campaign to support affected users. The initiative, fronted by Dr. Marina Murphy and Counsellor Susan Leigh, focused on guiding consumers through the change by introducing a new “Vape Advice Line.” The service aimed to offer both emotional reassurance and practical advice to people who felt uncertain about the shift away from disposables.
The research underpinning the campaign revealed that 78% of vapers opposed the ban, with 45% relying on disposables and 27% feeling uninformed about alternatives. Worryingly, one in five said they would consider returning to smoking, highlighting a real risk of relapse without the right guidance. With nearly all vapers (97%) being current or former smokers, the need for trusted support was clear.
Challenge
The disposable vape ban left many feeling confused, anxious, and uninformed.
Public knowledge of alternative products was low, with 27% unsure where to turn next.
82% of users admitted to stockpiling, raising health and safety concerns around battery storage.
Without support, 20% of vapers said they’d go back to smoking.
Haypp needed to act fast to help people transition safely and stay on track.
Key Statistics
78% of vapers disagreed with the disposable vape ban.
45% primarily use disposable vapes.
27% feel uninformed about alternatives.
20% would return to smoking if they couldn’t vape.
97% of vapers are current or former smokers
.
Action
Haypp launched a national broadcast campaign in the final days leading up to the ban, announcing the launch of the Vape Advice Line – a free, two-week helpline for vapers seeking support. The service provided practical guidance on switching products, dealing with triggers, and avoiding relapse into smoking. Susan Leigh offered tailored mental health strategies, while Dr. Marina Murphy tackled misinformation and shared product knowledge. Coverage included interviews across radio and TV, discussing stockpiling risks, the emotional toll of the ban, and the need for public information.
Results
The campaign secured 17 broadcast opportunities with a total reach of 307,798,000
. Interviews ran across outlets including BBC News, BBC World News, Southside, Siren, Lincs FM, Durham on Air, and K107. Key messages on the importance of support, the launch of the advice line, and the health risks of returning to smoking were delivered consistently. Haypp’s website and Vape Advice Line were signposted as go-to resources, with airtime devoted to raising awareness of safe alternatives and the support now available to vapers navigating the ban.
Key Takeaways
Timely, expert-led support helped vapers feel less alone during a major behavioural change.
Broadcast media proved an effective channel for public health advocacy.
Haypp positioned itself as a responsible, consumer-focused voice during regulatory upheaval.
