It is a habit that costs users thousands of dollars a year and has devastating effects on public health but for many, smoking is one of the most challenging behaviours to change. Now, a new report has revealed that vaping might be the answer to helping adult smokers quit for good, providing them with everything they enjoy about smoking, with potentially less risk to their health.

The study, which was published by CARMA, a global provider of media intelligence solutions, in association with RELX International, a leading multinational electronic cigarettes company, looked at the media perception of the vaping industry in the UAE, KSA and Egypt and found that whilst most media coverage focuses on the side effects of e-cigarettes, the relative benefits of those products are not widely reported.

A deep dive into the data…

Looking at a sample group made up of 145 adult individuals spread across the Middle East, Europe, Asia and Africa, the study found that 70% of respondents who were cigarette smokers said they wanted to quit, with many having already tried and failed.

When the sample group was asked why they had started smoking in the first place, the majority said they started as a way to be sociable, then continued the habit for the same reason and also as a way to relax.

Furthermore, 83% of the adult smokers surveyed who had already switched to vaping, said that they would be unlikely to go back to smoking combustible cigarettes, with the overwhelming majority stating that they understood the difference between tobacco cigarettes and e-cigarettes, and looked at vaping as less harmful.

In other parts of the world, such as the UK, vaping is seen as a viable course of action in terms of kicking a cigarette habit with research published by Kings College London revealing that the use of vaping products (rather than smoking) leads to a substantial reduction in exposure to toxicants that promote cancer, lung disease and cardiovascular disease.

RELX International is one of the e-cigarette players leading the call for governments to take heed of the benefits of promoting vaping as a viable way for smokers to quit for good.

With several initiatives in place to make sure their products are available to those who need them and not for those who don’t, RELX International takes its role very seriously and with great responsibility. The Guardian Program, for example, ensures they do not permit the sale of their products to underage consumers and that they only target existing smokers to make the switch from cigarettes to vapes. Products undergo rigorous testing (over 99 per product and flavour) in their R&D centre, one of the world’s largest e-cigarette factories.

Robert Naouss, External Affairs Director – MENA & Europe at RELX International, said: “At RELX International we are committed to a world without cigarettes. The latest research powered by CARMA shows that adult smokers are still struggling to kick the habit, despite all of the ‘stop-smoking’ techniques which have traditionally been promoted. We believe that encouraging adult smokers, who would otherwise continue to smoke, to switch to potentially less harmful forms of consuming nicotine is the most pragmatic and proven method of reducing the consumption of combustible cigarettes which will in turn increase positive public health outcomes. As a trusted and responsible partner, we are looking forward to working with governments and the media on changing behaviours and challenging perceptions.”