Next generation product myth-busting

The latest Action on Smoking and Health survey revealed widespread misunderstanding among the general public when it comes to NGP - including vapes. For example, it uncovered that 63% of young people and 53% of adult smokers incorrectly believe that vaping is as harmful, or even more harmful, than smoking.

Imperial Brands Science is concerned that misconceptions like this undermine the public health potential of NGP. To help educate consumers and policy-makers, they’ve launched a new video series which clears up some of the most common misunderstandings around nicotine, vapes and other NGP.

Now in its 13th year, the Action on Smoking and Health 2025 survey reveals several compelling insights, notably that media coverage not clearly explained the differences in potential harms between smoking and vaping. This highlights the need for real-world insight, underpinned by clear, scientific evidence, to help educate the public around NGP.

Imperial Brands Science’s new video series tackles misconceptions around NGP head -on by providing accessible, evidence-based explanations of the science while exploring their potentially positive roles in the public health strategy of tobacco harm reduction.

Videos explore common myths, including the belief that vapes are unregulated, that vaping is responsible for so-called ‘popcorn lung’, concerns that vapes are as harmful as traditional cigarettes, and that passive vaping is the same as passive smoking.

“Science plays a central role in understanding and communicating the public health potential of next generation nicotine products,” explains Dr. Thomas Nahde, Head of Harm Reduction & Engagement at Imperial Brands. “Unfortunately, misinformation continues to shape public perception – discouraging some adults who smoke from switching to potentially less harmful alternatives. Our new video series is designed to make the underlying science more accessible and to encourage an informed, evidence-based discussion.”

Find out more about NGP myths and misconceptions on the Imperial Brands Science website’s dedicated page.