New HSE campaign highlights risks of vaping products

The HSE has launched a vaping and nicotine information campaign ‘Take a deep breath’ highlighting the risk of vaping products.

While most young people do not vape or use nicotine pouches, experimentation and regular use is increasing. Recent research by Ipsos B&A for the HSE shows that exposure to vaping often begins early. The study, carried out in September among young people, parents, and teachers, revealed that experimentation often starts as soon as students enter secondary school.

Extensive availability, marketing and promotion of these products, especially disposable vapes and synthetic nicotine salts, may be making it easier for children to become addicted to nicotine, which in turn increases their chance of smoking cigarettes later in life. Different flavours, colours, and online trends have made vaping seem like a normal part of growing up.

When asked, parents reported feeling overwhelmed and uncertain, citing a lack of clarity around available products, health consequences, and what their children may be experimenting with. Teachers also said they faced challenges in influencing young people, who often believe vaping is a healthier alternative to smoking. However, these products do pose new health risks.

The parent’s vaping and nicotine information campaign ‘Take a deep breath’ is currently live on radio and digital audio.

As part of its communications campaign, the HSE sent a letter to every school in Ireland on October 14th. The letter warned about the dangers of vapes and other nicotine delivery systems and provided guidance for parents and teachers on how to prevent their use.

It also included research findings from the European School Survey Project on Alcohol and Other Drugs (ESPAD) showing that:

• 1 in 3 students had tried vapes
• 1 in 6 were current users
• 1 in 13 had tried nicotine pouches (snus)

Martina Blake, HSE National Lead for Tobacco Free Ireland, said: “We know that parents are unsure how to navigate this new parenting challenge. Both parents and young people are often unaware of the risks and consequences of nicotine addiction and other harms from vaping. We are concerned about these new ways of getting a whole new generation addicted to nicotine and what it means for their future health.

“The new e-liquid tax, and our new campaign for parents to educate on the harms of vaping and encourage that conversation, is an important step in protecting young people from nicotine addiction. Price measures are proven to reduce experimentation and support healthier futures.”

Jennifer Murnane O’Connor, Minister of State with special responsibility for Public Health, Well Being and the National Drugs Strategy added: “The Government is committed to protecting the health and wellbeing of our young people. I welcome the HSE’s information campaign which responds to the concerns of parents and educators about youth vaping. It provides them with evidence-based information they can use to prevent young people from starting to vape.

“I would also like to welcome the introduction of the e-liquid tax which will increase the price of these addictive products and hopefully result in less youth uptake.”

The new e-liquid tax is set at €0.50 per millilitre and applies to all vaping liquids, including both nicotine and non-nicotine products. In practical terms, the average cost of a disposable vape, such as one delivering approximately 600 puffs and containing 20 mg/mL (2%) nicotine, is expected to go from €8 to over €9.

Public health experts expect the tax to reduce the appeal and affordability of vaping, particularly among children and teenagers, and supports the Government’s efforts to achieve a tobacco free Ireland.

Further information and resources

Information about vaping and nicotine products

Resources for parents, teachers, and health professionals