As the UK prepares to ban disposable vapes on 1 June 2025, Haypp raised urgent fire safety concerns over widespread consumer stockpiling. With 82% of users planning to stock up, including 28% who say they’ll buy a six-month supply or more, the campaign spotlighted the hidden risks of lithium-ion battery storage and prompted a national conversation around vape safety and consumer behaviour.
Challenge:
- Stockpiling Risk: Over eight in ten users are preparing to stockpile disposable vapes, with 37% intending to buy a three-month supply and 28% planning for more than six months.
- Fire Hazards: The built-in lithium batteries present risks of thermal runaway, which can lead to fires if stored incorrectly, especially in bulk or in enclosed, warm spaces.
- Confusion Over Alternatives: 47% of users plan to switch to devices that mimic their current disposable vapes, and 41% prioritise flavour, but lack clarity on regulated replacements.
- Illegal Market Threat: More than a third (34%) of vapers say they would consider buying illegal disposable vapes after the ban, with higher risk among the youngest and oldest age groups.
- Low Awareness of Safety: While 57% of users buy online for convenience, many may be unaware of the dangers posed by stockpiling or of safer storage guidance.
Key Statistics:
- 82% of vape users plan to stockpile ahead of the ban.
- 28% intend to buy enough to last more than six months.
- 34% would consider purchasing illegal disposable vapes.
- 57% of vapers purchase exclusively online.
- 47% want a replacement product that mimics their current vape.
- 41% will prioritise flavour above brand or price.
- 42% of users don’t know what alternative they will switch to after the ban
Action:
Haypp launched a public awareness campaign to highlight the fire safety risks of stockpiling lithium battery devices, particularly under unsafe conditions like enclosed spaces or exposure to heat. Experts including Dr Marina Murphy, Senior Director of Scientific Affairs at Haypp, and Professor Paul Christensen, battery safety specialist, contributed evidence-based guidance. The campaign warned of thermal runaway hazards and urged users to store vapes safely in cool, dry, ventilated areas and away from sunlight or damage , and to avoid panic buying.
Results:
Extensive national broadcast coverage achieved 202 media opportunities with a combined reach of 585,885,000. Coverage spanned key outlets such as KMTV, BBC Newcastle, BBC Cumbria, BBC Radio Tees, Academy FM, Siren, Southside, Lincs FM, and WCR FM, with discussion focused on fire safety, stockpiling behaviours, and the upcoming legislation. The campaign successfully drove public awareness around safe storage, responsible purchasing, and informed transitions away from disposables.
Key Takeaways:
- Public Safety Is Paramount: With millions preparing to stockpile, consumers need clear, accessible guidance on how to store and dispose of devices safely.
- Safety Education is Crucial: Lithium-ion battery risks must be better communicated to prevent home fire incidents.
- Alternatives Need Promotion: Many users are unsure about safe, legal replacements, posing risks of reverting to smoking or fuelling illicit markets.
- Communication Is Critical: The campaign filled a crucial gap in public knowledge, alerting consumers to risks before the ban takes effect.
- Regulation Must Be Matched by Education: To avoid unintended consequences like illegal purchasing or unsafe stockpiling, regulatory changes must be paired with practical support.
- Trusted Voices Matter: Input from scientific and safety experts helped ground the campaign in evidence and guide responsible public behaviour.
