Vaping: A Route to Quitting or Lowering the Entry Barrier?

20 December 2025

Toby Patrick

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Tobacco consumption is evolving. In the last ten years, the monopoly of cigarettes has been challenged and arguably replaced by e-cigs and vaping. But is this a good thing? Or does it simply offer a new way to consume tobacco? In this article, we’re comparing both sides of the debate and discussing whether vaping offers a route to quitting or if it has merely lowered the entry barrier.

Person refilling a vape device with brown e-liquid labeled "Throne Liquids" in a cozy setting. Close-up of hands and text.

Vaping as a Route to Quitting

It’s easy to see why vaping became popular. The exotic flavours, catchy branding and increased social acceptance compared to cigarettes all contributed towards more people swapping cigarettes for vapes.

But there’s also the fact that vaping is seen as a safer alternative to smoking. Many people still believe that vaping can be harmful, but most would agree that it doesn’t pose the same risk as traditional cigarettes due to the absence of substances such as tar.

As a result, vaping is seen as a good starting point for those who want to quit smoking. It still offers the same instant relief from cravings but in a less harmful way. The next step is to switch from traditional vapes to tobacco-free vapes or nicopods before quitting completely.

Vaping also allows smokers to control their nicotine dose, with vaping liquids ranging in strength all the way down to being nicotine-free. This controlled dosage also lends itself to those who are using vapes to wean themselves off tobacco slowly. In previous years, quitting cigarettes commonly required smokers to go ‘cold turkey’, which is harder.

Vaping as a Lower Entry Barrier

Many would argue that while vaping has become appealing to smokers, it has also become appealing to non-smokers. The improved flavour and taste eliminate common drawbacks of smoking and, coupled with the convenience of devices, it’s easy to see why even non-smokers are attracted to vapes.

We must also credit marketing teams who have done a great job of making vapes look attractive. We see vaping brands advertised at major sporting events, and similar alternatives like snus are trusted even by high-level athletes.

Perhaps the biggest issue with this is that vaping has become more appealing to younger audiences. Alarmingly, over 10% of 11-15 year olds have tried vaping, a figure that would be far lower if we were to compare with cigarettes. Obviously, these people aren’t turning to vaping as a quitting mechanism but are attracted to the flavours and taste, and subsequently running the risk of becoming addicted to nicotine.

Final Thoughts

It’s not as easy as simply deciding whether vaping is good or bad. There are pros and cons of vaping, and some would argue the same applies to traditional cigarettes. It’s important to analyse it from different perspectives. For example, to a lifelong smoker who has tried and failed to stop smoking, vaping may finally offer a solution that works. On the flip side, a young 13-year-old may feel pressured by their peers to try tobacco. And if the tobacco comes in vape form rather than cigarette form, it may appear less dangerous and more appealing.

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The Crucial Role of Marketing for Small to Medium-Sized Businesses in the UK

Paul Francis
Mar 13, 2024
4 min read

Most businesses tend to ignore their marketing when things are going well, and then try to double down on marketing when things are going wrong or they are losing business, which means they end up wanting great marketing for minimal cost. This is counterproductive. When things are going great, you should spend on Great Marketing and be ready for when the bad times come knocking.

Marketing is the lifeblood of any business, regardless of its size. For small to medium-sized enterprises (SMEs) in the United Kingdom, effective marketing strategies can be the difference between obscurity and success in a competitive market landscape. Understanding how SMEs utilize marketing, perceive its impacts, and acquire marketing services sheds light on the critical role marketing plays in their growth and sustainability.

The Importance of Marketing for SMEs:

Marketing serves as a bridge between businesses and their target audience. For SMEs, it is a vital tool for building brand awareness, attracting customers, and driving sales. Despite its importance, many SMEs face challenges in allocating resources to marketing activities, especially when balancing limited budgets and competing priorities.

Take, for example, the global beverage giant Coca-Cola. Over the years, Coca-Cola has consistently invested heavily in advertising to maintain its position as one of the world's most recognized brands. In 2019 alone, Coca-Cola spent approximately $4 billion on advertising worldwide, a testament to the company's commitment to marketing despite its market dominance. This underscores the significance of continuous investment in marketing, even for established companies.

Utilization of Marketing by SMEs:

SMEs in the UK employ various marketing strategies to promote their products or services and connect with their target audience. Digital marketing has emerged as a cornerstone for SMEs, offering cost-effective ways to reach potential customers through channels such as social media, email marketing, search engine optimization (SEO), and pay-per-click (PPC) advertising.

Moreover, traditional advertising methods, including print ads, radio commercials, and TV spots, still hold relevance for SMEs looking to reach a broader audience. Content marketing, influencer collaborations, and public relations efforts further complement SMEs' marketing initiatives, allowing them to engage with consumers across multiple touchpoints.

Perceived Impacts of Marketing:

Effective marketing efforts yield tangible results for SMEs, ranging from increased brand visibility to higher conversion rates and customer loyalty. By investing in marketing, SMEs can differentiate themselves from competitors, establish a strong brand presence, and cultivate long-term relationships with their target audience.

Moreover, marketing catalyzes business growth, enabling SMEs to expand their market reach, enter new territories, and adapt to changing consumer preferences. The ability to measure and analyze marketing metrics empowers SMEs to refine their strategies, optimize their marketing spend, and maximize their return on investment (ROI) over time.

Acquiring Marketing Services:

SMEs adopt various approaches to acquire marketing services tailored to their needs and resources. Some SMEs maintain in-house marketing teams equipped with the expertise to develop and execute marketing campaigns internally. This approach offers greater control over marketing activities but may require significant investment in hiring and training personnel.

Alternatively, many SMEs choose to outsource their marketing needs to specialized agencies or freelancers. These external partners bring valuable insights, skills, and resources to the table, allowing SMEs to access professional marketing services without the overhead costs associated with maintaining an in-house team.

For SMEs with limited budgets or specific expertise, a do-it-yourself (DIY) approach to marketing may be more viable. Online resources, training programs, and marketing tools enable SMEs to create and manage their marketing campaigns independently, albeit with varying degrees of success.

Challenges Faced by SMEs in Marketing:

Despite the benefits of marketing, SMEs encounter several challenges in effectively leveraging marketing strategies:

Limited Budget: Budget constraints often restrict the scale and scope of SMEs' marketing activities, necessitating careful allocation of resources to high-impact initiatives.
Lack of Expertise: SMEs may lack the specialized knowledge and skills required to navigate complex marketing landscapes, particularly in digital marketing and emerging technologies.
Time Constraints: Managing marketing activities alongside day-to-day business operations can strain SMEs' resources and personnel, leading to inefficiencies and missed opportunities.

Adaptation to Digital Marketing Trends:

With the proliferation of digital channels and shifting consumer behaviours, SMEs are increasingly embracing digital marketing as a core component of their marketing mix. From social media marketing to search engine optimization, SMEs leverage digital platforms to engage with their audience, drive website traffic, and generate leads.

Data-driven insights and analytics empower SMEs to optimize their digital marketing efforts, identify emerging trends, and refine their targeting strategies for maximum impact. Moreover, the rise of e-commerce and online marketplaces presents new opportunities for SMEs to expand their reach and diversify their revenue streams in the digital space.

Marketing plays a pivotal role in the success and growth of small to medium-sized businesses in the UK. By investing in effective marketing strategies, SMEs can amplify their brand presence, drive customer engagement, and achieve sustainable business growth in an ever-evolving marketplace. With the right approach and resources, SMEs can harness the power of marketing to thrive amidst challenges and capitalize on opportunities for success.