The Rise Of Vape Culture in Uk
From Smoking Solution To Subculture Sensation
Hon Lik hasn't changed his wardrobe much since he invented the first e-cig in 2003. While he couldn't save his father from smoke-related lung cancer, Hon is the reason that 49% of vapers are ex-smokers. The guy wears dad glasses, sober suits and the designer ties he's more than earned. What Hon would make of the heavily inked and chin-studded 20-somethings racking up the Instagram followers one #vapetrick at a time.
What Exactly Is Vaping Culture?
Like all subcultures, vaping culture is one that evolved out of the people engaging in the activity. When The Big Bang Theory stuck a Cheeto in Penny's dishevelled hair, they were perfecting the gaming look. Breaking Bad did the same with Aaron Paul's hip-hop hoodies (and the hope that he'd one day be earning those "fat stacks"). Walter White would be proud.
The World Woke Up To Vaping, And Now We Have This
There's always been a bit of an underground feel to vaping. Even the earliest high street vape shops had that Hogwarts x Dre feel. You'd walk into a cloudy atmosphere of background beats, neatly lined bottles and a "potion for you" kind of feel. In many ways, that hasn't changed. You'll see more glistening minimalism in newer outlets (like our Goodge Street store), but the rebel feel is still there. And rightly so. This is an industry brave enough to give Big Tobacco the middle finger. It might use names like Prohibition and Suicide Bunny, but consumers know they've got nothing to lose.
The Branding
Yes, vape branding has a bit of a niche look. Gothic writing, fog shades, names like Juice Bar , Zombie Blood , The Juiceman , Zillions Hit up Vape Jam or Vaper Expo, and you'll see a mostly youthful, slightly hipster-esque crowd with a black wardrobe tweaked to show inked arms and shoulders.
Know Your Lingo
1. Mod- Short for modification/modified. The word originally referred to modifying the flashlight-like battery in older devices, but it's now commonly used to refer to any non-cigalike vaping device. Most people are picturing something like the SMOK Alien. Contains a rechargeable battery.
2. Juice- This is the e-liquid that the device powers into breathable vapour. Vegetable glycerin, propylene glycol and flavouring are the three ingredients. Nicotine can be added (or not).
3. Sub-Ohming- Refers to vaping with coils at a resistance below 1.0 Ohms. More experienced vapers reduce the Ohms level to achieve bigger clouds. They'll be well-versed in this.
4. Cloud/Flavour chasing- Pretty much what it says on the tin. Cloud chasers are in it for beastly clouds, while flavour chasers put taste at the top of the agenda. Both require different techniques and equipment. Find out more here.
5. Squonking- Involves using a squonk mod to push juice into the atomiser. Increasingly popular since TPD laws limit tank sizes (and squonk containers aren't considered tanks).
6. Dripping- A flavour favourite, drippers need both hands to drip juice directly onto the coil. The juice soaks into coil-threaded cotton wool, where it vapourises during heating and inhaling. Diehard dripper enthusiasts will be building their own coils.
Vape culture in the United Kingdom
In recent times and especially in the current political climate, the UK isn’t being held up as a last bastion of sanity and forward-thinking for many things, but their attitude to vaping and vape culture seems to be the exception.
Public Health England and The Royal College of Physicians found that vaping was 95% less harmful than smoking, while the UK boasts one of the most comprehensive systems of regulation in the world. These regulations include:
1. Minimum standards on safety and quality
2. Notification of ingredients
3. Packaging and labeling requirements
4. A ban on advertising in print, broadcast and online
5. A ban on sales of e-cigarette products to U-18’s, and on purchase by adults on behalf of U-18’s
Not only do these regulations seem like good old-fashioned common sense, the statistics seem to show that they work.
Recognized as safer than cigarettes
A Public Health England review in 2018 found that vaping in the UK had plateaued at just under 3 million, they are helping up to 20,000 people per year quit smoking and perhaps most importantly “The evidence does not support the concern that e-cigarettes are a route into smoking for young people…”
Research published in June of last year by ASH further reinforced those initial findings by reporting that vaping is uncommon among young people and they vape mainly just to try it rather than to look cool.
It would be hard to argue that those statistics aren’t linked to the current regulations and controls. While all of the regulations outlined above are obviously important, it’s perhaps one of their side effects which is arguably even more crucial.
No space for the black market
By effectively committing to legalization and controlling vaping, to a large extent the UK has eliminated the black market. And it is this elimination (or near elimination) of the black market which has helped the UK avoid any of the problems that the US faced last year.
If all of the substances that are sold are known to the seller, the buyer and can be trusted, there won’t be any nasty surprises when the products are used.
The role of advertising
One of the biggest differences between the US and the UK is the way in which vaping is advertised, and who can see those adverts. UK advertising standards are much stricter, and the main point here is that these regulations keep vaping advertisements away from children.
Vaping companies also have a much smaller presence on social media, which especially among younger people should not be underestimated. Instead, vaping is spread through word of mouth and start up style promotions. Everyone knows that the products are safe and trusts the products because of the protected system already in place.
Advertising (all types) is less intrusive
To expand on this, research has been ongoing for years into the effect that advertising has on the behaviors and well being on children. With a 2018 Cancer Research UK Survey finding that children who watched more than half an hour of commercial television were more likely to ask for, buy or eat junk food.
Although the survey only refers to junk food it is reasonable to extrapolate that the impact of television advertising can be felt in other areas too. This data must surely act as a key reason as to why vaping statistics are so low for young people in the UK but much higher in the States when largely the same products are available. It could be argued that it would be a no brainer for the US to adopt a similar approach in light of this.
Where Do We Go Now?
In simple terms, research continues to show on both sides of the Atlantic shows that a regulated market is much better and safer than a market driven underground by prohibition. And while there are bans in place in countries such as Thailand, Japan and Singapore, in recent weeks US health officials have committed only to a partial ban covering the sale of the kind of flavored e-cigarettes favored by young people.
The Telegraph reports that the new rules will “prohibit fruit, candy, mint and dessert flavors from small, cartridge-based e-cigarettes that are popular with high school students. But menthol and tobacco-flavored e-cigarettes will be allowed to remain on the market.” While President Trump has also recently signed legislation that sees the minimum age for buying tobacco and vaping products from 18 to 21.
Why is vaping gaining popularity?
It is safe to say that vaping is the new smoking. According to The Office for National Statistics (ONS), vaping was done by 6.4% of the population in the UK, which is equivalent to around 3.3 million people. Woah, that is an insane amount of people! But why is this?
1. Less Harmful Than Smoking
The dynamics of the world are changing, with more and more people realising the harmful effects of smoking. Not just that, smoking looks and feels bad, with a bad aftertaste and a nasty smell that lasts long after someone has smoked. Vaping gives a more refreshing taste with less of the harmful effects of smoking.
2. Aesthetically Pleasing
Vaping looks better, and with so much variety now available, it attracts users towards it. Lots of colours and sizes to choose from, and even customisation according to one’s needs has made it gain a lot of recognition. Having the power to decide their vaping device appeals greatly to users.
3. Variety Of Flavours
Vaping comes in a variety of flavours. From tobacco to fruity to even other unique flavours like cake and cream, there is just so much to choose from. Whether you want to stick to being old school or try and experiment with new ones, it is just an amazing experience that always keeps you wanting more and more!
4. Disposable Vape Devices Are Now Available
Perhaps one of the best things the vaping industry has done is to introduce disposable vape pods. These are small and portable and very simple to use, which has increased their demand worldwide.
The Future
Despite the new rules designed to appease both the vaping industry and those against their sale and use, vape culture is still facing a very uncertain future. It is impossible to understate how much of an impact the ‘vaping crisis’ of last year will have had on the mainstream perception of vaping products and those who use them and sell them. If it transpires that an already skeptical public have turned against vaping then the ripple effect will be felt far and wide. There are people all over the country who are not only imbedded in the culture but also use it to make a living. From manufacturers to sellers there are thousands of people with a vested interest in how the next 12 months unfold.
It is also important to note that the picture around vaping is always evolving and always changing. Even in the more vape friendly UK there is still some uncertainty, with Public Health England reporting that “vaping is not completely without risks.” And there are certainly sections of the public who remain unconvinced on vaping safety and viability as an aide to quit smoking.
