"Too much too soon": vapers turn on new vape tax

Wednesday 30 September, 2026 Vapers feel punished for doing the right thing, and more than one in five say higher prices will make them more likely to smoke or buy illegal products 52% of vapers are expecting a major financial impact from a new vape tax starting on 1st October, while a further 37% expect a moderate impact. The finding comes from the E-Cigarette Direct 2026 Vape Duty Survey of 2,068 vapers, carried out days before the tax starts on Thursday (1 October). The duty adds £2.64 to every 10ml of e-liquid, including VAT. That comes to almost £1,000 a year for someone who vapes 10ml a day. The government says this should make vaping less affordable for young people and non-smokers, but still keeps "the financial incentive for smokers to switch". However, more than one in four vapers say they would never have switched from cigarettes if this new vape tax had already been in place. 17% of vapers surveyed said higher prices would make them more likely to buy illegal nicotine products, while 13% said they'd be more likely to smoke. Asked why the government is bringing in the tax, 80% said it was to replace lost tobacco revenue. Only 40% agreed that the government’s aim was to d