No room for complacency despite real progress towards smoke-free generation

No room for complacency despite real progress towards smoke-free generation

By Rachael Musgrave, Director of Public Health, Wigan Council

Earlier this year marked a landmark moment for public health as the government’s Tobacco and Vapes Bill became law.

I previously wrote about the optimism surrounding this step forward and the ambition of creating a smoke-free generation.

It has rightly been described as one of the most significant public health reforms in a generation. Since then, I am pleased to report that we have seen further encouraging progress here in our borough.

A recent survey conducted by our Trading Standards team shows a decline in the number of young people smoking and regularly vaping.

With more than 1,000 schoolchildren aged 14–17 taking part, the findings reveal that the proportion who have tried vaping has fallen significantly, from around 44 per cent in 2023 to 18 per cent in 2026.

Carried out between November 2025 and February 2026, the survey also highlights that smoking rates are at an all-time low, with around 97 per cent of respondents reporting that they have never tried smoking.

A number of factors may have contributed to this progress. A proactive approach from Trading Standards in tackling underage sales of tobacco and vaping products is clearly making a difference.

This is being strengthened by the council’s public health outreach work, engaging directly with schools, young people and the wider community. In addition, Wigan Council’s ethical advertising policy is helping to restrict promotion of products that harm physical and mental health, including tobacco and vapes.

However, we cannot afford to be complacent.

The survey also highlights ongoing concerns. Young people are trying vapes at an increasingly younger age, and 37 per cent of respondents said they had been able to purchase vapes from local shops or via friends despite being under 18. While we are seeing positive progress in some areas, these findings underline wider challenges around mental wellbeing and exposure to harmful influences.

It is therefore vital that we listen carefully to young people and act on what they are telling us.

Through our Progress with Unity missions, we will continue to strengthen community-based support that helps young people build resilience and thrive. As I have highlighted in previous columns, improving health means addressing the conditions that shape it - from secure, healthy homes to access to good employment.

Our focus remains on changing systems, not blaming individuals.

The Trading Standards survey results reflect steady progress in an area that has been a priority for many years. This month marks three years since Wigan Council unanimously reaffirmed its commitment to tackling the underage sale of vapes and other harmful products.

We will continue on this path, working with our communities, listening to young people, and doing everything we can to support a healthier future for the next generation.