A recent study led by University College London (UCL) highlights a growing global issue – misconceptions about the risks of vaping and other smoke-free alternatives. The study, published in JAMA Network Open and funded by Cancer Research UK, analyzed survey responses from over 28,000 smokers in England between 2014 and 2023. It found that by June 2023, 57% of smokers believed vaping was as harmful or even more harmful than smoking – a stark increase from previous years. This growing misperception is alarming, as it discourages adult smokers from transitioning to alternatives that could significantly reduce harm.
Pakistan is no exception. Misconceptions about smoke-free products such as vapes, oral nicotine pouches, and heated tobacco products persist, preventing many smokers from considering better alternatives. As Dr. Sarah Jackson from UCL noted, “The risks of vaping are much lower than the risks of smoking, and this isn’t being clearly communicated. Public education must bridge this knowledge gap to ensure smokers can make informed choices about their nicotine use.”
Countries like Japan and Sweden have successfully lowered smoking rates by promoting THR products through informed policies and public awareness efforts. A similar approach in Pakistan could empower smokers to make well-informed decisions. Awareness campaigns should focus on clarifying the difference between smoking and better alternatives, emphasizing that while no nicotine product is risk-free, smoke-free options significantly reduce exposure to harmful chemicals.
Addressing misconceptions requires clear communication from policymakers, healthcare professionals, and media outlets. Misinformation, often driven by sensationalist narratives from Anti-Tobacco Organizations (ATOs), creates unnecessary fear around THR products. A science-based dialogue, supported by regulatory frameworks that ensure quality and safety, can help build public confidence.
With a strategic focus on awareness, accessibility, and regulation, Pakistan can follow the lead of other countries that have successfully reduced smoking rates. Misconceptions should not stand in the way of progress – accurate information is vital in the journey toward a smoke-free future.