Essex Youth Vaping

Overview

This report presents findings from Essex County Council’s Research and Citizen Insight team on vaping among children and young people (CYP) aged 11–18 in Essex. The research was commissioned to better understand the prevalence of youth vaping, the drivers behind it, perceptions of health risks, and opportunities for prevention and intervention.

The insight is intended to inform public health, education and enforcement activity aimed at reducing vaping uptake and preventing longer-term harm.

Aims and methodology

Research aims

The research sought to:

• Understand the scale and nature of youth vaping in Essex
• Explore young people’s experiences and motivations
• Capture the views of parents, carers and schools
• Identify gaps in information, education and regulation

Sources of insight

The findings draw on three main sources:

• Children and young people: an online survey of 3,143 respondents aged 11–18
• Parents and carers: an online survey of 882 parents and guardians of 11–18 year olds
• Schools: a live Slido poll with 22 RSHE leads from Essex secondary schools

Responses were collected between December 2022 and March 2023.

Key findings

Prevalence and patterns of vaping

The research shows that while the majority of children and young people in Essex do not vape, vaping is far from rare. Around one in ten respondents reported vaping regularly, a figure that is higher than national estimates. Vaping behaviour increases with age, with experimentation typically beginning in late Key Stage 3 and becoming more established during Key Stage 4. This suggests a critical window for early prevention before vaping becomes embedded behaviour.

Most parents believed their child did not vape, although awareness of vaping among peers was high. Young people reported frequent exposure to vaping at school, through friends and in public spaces, reinforcing the perception that vaping is becoming a normalised behaviour among their age group.

Experiences of vaping

Young people’s experiences of vaping varied considerably depending on their level of engagement. Those who had never vaped tended to be younger and expressed strong resistance to trying vaping, even when offered. Experimental vapers often described curiosity as the primary motivation, with first use commonly occurring between the ages of 13 and 15. Friends were the most common source of access at this stage.

Among regular vapers, vaping was more likely to be described as habitual and difficult to stop. Many regular vapers reported having vaped for over a year, indicating that use can quickly become established. For this group, vaping was frequently linked to stress, anxiety and emotional regulation, alongside enjoyment of flavours and nicotine effects.

Drivers of youth vaping

The findings suggest that youth vaping is driven by a complex mix of psychological, social and environmental factors rather than simple experimentation alone. Young people frequently cited curiosity, peer pressure and the desire to fit in as reasons for starting to vape. For others, vaping was described as a way to manage stress or anxiety, particularly during periods of academic pressure.

Parents and carers highlighted the role of product design and marketing, expressing concern that colourful packaging, sweet flavours and discreet disposable devices are particularly appealing to young people. Social media was seen as a powerful influence, with platforms such as TikTok normalising vaping through imagery and peer behaviour rather than direct advertising.

Health risk perceptions

There was a clear contrast between adult and young people’s perceptions of health risks. Parents and schools expressed significant concern about the unknown and potential long-term health impacts of vaping, particularly given the addictive nature of nicotine. Many parents viewed vaping as unsafe or harmful, even if they were unsure how it compared to smoking.

In contrast, young people who vape—especially regular vapers—tended to show lower levels of concern about future health risks. Some viewed vaping as less harmful than smoking, while others acknowledged uncertainty but did not see this as a strong deterrent. Health risks were more influential among non-vapers and those who had tried vaping and chosen to stop.

Information and education

Schools and parents were identified as the main sources of health information for children and young people, yet the research highlights significant gaps in knowledge and confidence. While most parents felt comfortable talking to their child about vaping, fewer felt confident that they knew enough to do so effectively. Many parents had not actively sought out information, and the majority had not received any guidance from schools.

Teaching about vaping in schools was described as inconsistent and not always proportionate to the scale of the issue. Where formal information was lacking, young people reported turning to social media or peers, increasing the risk of misinformation. Both parents and young people emphasised the need for clearer, more consistent and age-appropriate education.

Access, regulation and enforcement

Vapes were widely perceived as easy to obtain, with friends and small local shops identified as the most common sources. The research provides strong evidence of illegal sales to under-18s, with many young people reporting being able to purchase vapes directly without being asked for identification.

Parents and schools called for stronger regulation, better enforcement of age restrictions and reduced visibility of vape products. There was also support for addressing the attractiveness of vapes through changes to packaging, flavours and advertising, alongside clearer consequences for illegal sales and underage use.

Conclusion

This research demonstrates that while most children and young people in Essex do not vape, a significant minority do, and regular vaping is becoming established at a young age. Vaping is shaped by a combination of curiosity, peer influence, stress, product appeal and easy access, with health risks often poorly understood or deprioritised by young people themselves.

The findings highlight the importance of early, preventative action before vaping becomes habitual, alongside targeted support for those already vaping. Without coordinated intervention, there is a risk that vaping will continue to normalise among young people, with potential long-term implications for health and wellbeing.

Recommendations and next steps

The report highlights three interlinked areas that should be addressed together to reduce and prevent youth vaping:

Improve knowledge and education

Clear, consistent messaging is needed on the health risks of vaping, including nicotine addiction and uncertainty around long-term impacts. Schools require support, training and resources to deliver effective education, while parents need accessible information to support conversations at home. Messaging should be co-designed with young people to ensure it resonates and avoids unintended consequences.

Address social and environmental influences

Interventions should recognise the role of peer pressure, social identity and stress in driving vaping behaviour. Preventative approaches for younger age groups should focus on building confidence and resistance to peer influence, while older young people may benefit from targeted support to quit and manage stress and anxiety.

Strengthen regulation, monitoring and enforcement

Stronger enforcement of age restrictions is needed, alongside action to reduce the attractiveness and visibility of vape products. This includes addressing packaging, flavours, advertising and illegal sales. Schools, local authorities and enforcement agencies all have a role to play in creating environments that discourage underage vaping.

Together, these actions provide a framework for coordinated Essex-wide activity to reduce vaping uptake, protect children and young people’s health, and prevent future inequalities.