Encouraging decline in youth smoking and vaping across Wigan Borough

Encouraging decline in youth smoking and vaping across Wigan Borough

Wigan Borough is seeing a positive decline in the number of young people smoking and regularly vaping, according to a recent Trading Standards survey.

Following national concerns about youth smoking and vaping, Wigan Council has made it a priority to reduce these figures locally and protect the health of our children and young people.

With more than 1,000 school children aged 14-17 included in the Trading Standards survey, the findings show the number of young people who have tried vaping dropped from around 44 per cent in 2023 to 18 per cent in 2026.

The survey, carried out between November 2025 and February 2026, also highlights that smoking is at an all-time low, with around 97 per cent reporting to have never tried smoking.

Councillor Keith Cunliffe, Deputy Leader of Wigan Council and cabinet portfolio holder for adult social care and health, said: “I’m really pleased to see smoking and vaping rates among young people in Wigan Borough continuing to fall.

“Reducing tobacco and nicotine use among young people is one of the most effective ways to prevent long-term ill health and reduce health inequalities in our communities.

“This is a clear sign that our efforts to educate, support, and protect our young residents are making a real difference.

“While we know there’s more to do, this progress shows we’re moving in the right direction and helping more young people make healthier choices for their future."

Alongside the work of the council’s public health team in schools and the wider community, one of the reasons behind the declining figures is Trading Standards’ proactive and robust approach to those suspected of selling cigarettes and vapes to children.

Acting on intelligence often provided by the public, Trading Standards frequently conduct routine and unannounced visits to businesses, while also using underage volunteers to identify those selling illegally to children.

Enforcement action is carried out against those found to be selling products to children, which may result in a conviction and significant fine. Traders suspected of selling cigarettes and vapes that do not meet UK regulations are similarly investigated and prosecuted. Prosecutions have been made against 20 shops in the borough in the last two years.

Changes to national legislation may have also made an impact, with the law changing in June 2025 to prevent the sale and supply of single use vapes while the Tobacco and Vapes Act passed this year making it illegal to sell tobacco to anyone born on, or after, 1 January 2009.

Action has been taken locally, meanwhile, with Wigan Council’s new ethical advertising policy restricting advertising that harms physical and mental health - including tobacco, vapes and other harmful products.

Nevertheless, while positive steps have been made, the Trading Standards survey also found that people are trying vapes at an increasingly younger age, and 37 per cent of children admitted to buying vapes from local shops or friends aged under 18.

Rachael Musgrave, Wigan Council’s director of public health, said: “What matters most is that we listen to young people and act on what they are telling us.

“While we’re seeing positive progress in some areas, these findings highlight ongoing concerns around mental wellbeing and exposure to harmful influences.

“In Wigan Borough, we’re responding through work in schools, stronger action with Trading Standards to tackle illegal sales, reducing exposure to harmful influences like vaping and alcohol marketing, and community-based support that helps young people build resilience and thrive.”

Councillor Kevin Anderson, portfolio holder for police, crime, and civil contingencies, added: “The declining figures of young people smoking and vaping shows that the collective efforts of the council and its partners is making a real difference in our communities.

"However, our work does not stop here. The council will continue to work proactively to protect our children’s health, and we urge residents to please continue to report any businesses suspected of selling vapes or cigarettes to children so Trading Standards can act.”

Anyone wishing to report shops selling products to children can contact Trading Standards in confidence on 0808 223 1133 or by emailing [email protected].