The vaping epidemic

What is vaping?

E-cigarettes, more commonly known as vapes, are battery-operated devices. 

Sucking on the device will cause the liquid heated by the battery to be inhaled into the lungs. It’s the same sensation as sucking air through a straw. 

Exhaling will produce a vapour which dissipates relatively quickly. This mimmicks the act of smoking. 

Who is vaping?

For those aged 14 to 17 years, there were more current vapers (14.5%) than current smokers (12.8%) in early 2023, according to the Australian Government's Department of Health and Aged Care. 

It is more likely for teenagers and young adults who vape to have never smoked a traditional cigarette before, according to a recent study by the Cancer Council Victoria.

Vaping is highest among young adults aged 18 to 24 numerous studies have found including the National Drug Strategy Household Survey and Cancer Council Victoria. 

One in five (20%) young adults who had never smoked a traditional cigarette had tried vaping, according to the Alcohol and Drug Foundation. This figure was reported in 2021, and had increased from 13.6% of young adults reported in 2016. 

Michelle Lampis, the Alcohol and Drug Counsellor at the University of Newcastle, says more university students are asking for help with their nicotine or flavoured vape addictions. 

‘I thought it was better than smoking’

Overall, very few cases of vaping-related illnesses have been reported in Australia to date. 

NSW had six young people presented to hospitals with symptoms of seizures, collapsing and vomiting, thought to be caused by vaping in the last week of June, NSW Health said.

Michelle Lampis, the Alcohol and Drug Counsellor at the University of Newcastle is experiencing more university students this year coming into her office and admitting they can’t stop vaping.

“Many young people who come to see me don’t believe they are suffering enough to have to seek help from a GP,” says Lampis.

In February this year, Max, a 21-year-old carpenter, developed a persistent dry cough and shortness of breath. He originally thought it was asthma. However, recent X-rays revealed permanent scarring in his airways, otherwise known as "popcorn lung", thought to be caused by vaping. 

Diacetyl are flavouring agents which used to be used in commercial popcorn, however they are still being used in flavoured vapes, according to The Lung Foundation Australia. 

Max, unafraid to speak up about his declining health, wants his story told. 

Max has been vaping for the past five years and “before it was even popular.” He had no intention of quitting because he had never experienced any vape symptoms. When he developed a persistent dry cough, within days, he was diagnosed with an acute lung disease.

Although Max initially started with nicotine cigarettes, he soon soon transitioned to flavoured vapes, believing they did not contain nicotine. 

“My pop smoked every day of his life, and he died before his 50th birthday. He got dementia from smoking and it destroyed my mum. I didn’t want to risk putting my family through that either,” he said. 

Max liked flavoured vapes because he found “solace” and “expression” in the swirling clouds of vapour. Artists like ASAP Rocky and Post Malone were also “inspirational vapers” to him.

Max wants to quit vaping. He believes “the experience” is not worth the decline in his physical health and, more importantly, his mental health.

Like many other young adults, he experiences worsened anxiety symptoms from vaping with difficulty sleeping and frequent headaches.  

Max has tried to quit vaping several times this year. 

“I had no idea flavoured vapes were that bad,” says Max. “If I had known, I never would have started.”

What is the attraction? 

There are five main factors that have contributed to young adults being attracted to vaping, according to Margurite Hook, a Lecturer in Marketing at the University of Newcastle Business School who teaches International Marketing.

1. Appeal
2. Accessibility
3. Affordability
4. Social Media
5. Celebrity Culture

Hook explains that vaping companies have not rebranded the image of smoking but have instead rebranded the product to be more appealing to young people. 

“Vaping has similarities to smoking from the visible smoke exhaled from users. It was too easy for vape companies to launch off the backs of big tobacco companies who have already created this image of smoking to be sophisticated and glamorous at times, and at other times, edgy with sex appeal,” says Hook.

Unlike traditional cigarettes, vape products are colourful and come in flavours such as mango and bubblegum. There is no unpleasant smell of smoke produced and there is no need for a lighter.

All you need to do is, "suck and blow," explains Hook. 

In 2015, Instagram banned e-cigarettes from being advertised on its platform. JUUL, a leading vape brand, released a statement to their users complying with Instagram’s decision. 

However, Instagram’s policy is only loosely enforced. The glamorisation of vapes can be found across the platform.

“Peer pressure is very nuanced," says Lampis. "Once a product becomes popularised, people want to conform, or discover ‘the hype,’ especially in young adults as they are learning their identity and are more easily influenced by people, celebrities and social media.”  

Nearly two-thirds (63%) of young people have reported their last vape was from a friend, according to the Australian Alcohol and Drug Foundation. 

What do parents think?

Sydney parent Lillian* shares her story about her son in hopes of reminding other parents they are not to blame for their children falling victim to the addictive nature of vaping.

Both of Lillian’s children are high achievers academically. Her son in particular, was a Year 12 Honour Roll Recipient in the graduating class of 2021. He is currently in his second year of a Bachelor of Medical Radiation Science (Honours). 

Lillian was shocked when she discovered through social media that her now 20-year-old son had been addicted to vaping since his late high school years. 

“As a parent, I had failed to protect my son. I had never had a conversation with him once about the harms of vaping. I was always so worried about drugs, cigarettes and alcohol and vapes didn’t cross my mind. When it was becoming popular, I really didn’t know.” 

In the months to follow, Lillian discovered a range of iGET Bars hidden in the top shelf of his wardrobe. iGet Bars are a 3500+ puff disposable pod device that is relatively popular among young adults today. Lillian had tried to foster open conversations with her son about his vaping habits but he became defensive. 

“He’s never once acknowledged having an issue with vaping. We’ve steered clear of the word ‘addiction’ because it would have been overwhelming to him.”

While Lillian no longer finds vape pens in her son’s room, she’s not naive and understands that the addiction hasn’t disappeared.  

“I know he still vapes but I have reached breaking point. Asking him to quit was straining our relationship every day. We would always end up in heated arguments, with me in tears and him packing to stay at his girlfriend’s for weeks on end,” Lillian says.

“I understand he’s a young adult and I have to respect his autonomy over his own body. But he’s also my son. I want him to make the right choices for his health.” 

Her son continues to thrive academically and athletically. In fact, he was recently honoured with the captaincy of his local 2023 cricket team. However, the long-term consequences of vaping loom over the horizon. 

Lillian believes that her story serves as a reminder to parents that anyone’s child can become entangled in the unregulated vaping industry. 

What is the government doing?

The Australian Federal Government has announced new reforms that will change the vaping landscape, and will help businesses such as Qudos. 

Nicotine vaping products require a prescription from a health practitioner in all states except Tasmania. However, there is a thriving black market, with convenience stores selling flavoured vaping products advertised as ‘nicotine free’ to minors. 

The Federal Government has recognised this loophole and seeks to work with states and territories to lead to banning the sale of all vape products without a prescription. The Australian Government has announced the Federal Budget for this year will allocate $737 million to fund a number of measures to protect Australians against the harm caused by tobacco and vaping products. 

Health Minister, Mark Butler, believes Australia needs to reclaim our status in the fight against tobacco addiction. 

“Australia has been a leader in public health measures to discourage smoking, but after a decade of inaction, the gains of Labor’s world-leading plain packaging laws have been squandered,” says Butler. 

The current leading reform being pushed by the government is that all vaping products can only be purchased, with a valid prescription, at an Australian pharmacy. This means vendors such as tobacconists, convenience stores and petrol stations will be banned from stocking or selling both flavoured vapes or nicotine vapes to anyone, including minors. 

The Government will also prohibit colourful packaging and appealing flavours, which in theory, will only be relevant to those buying prescription vapes. The packaging will need be changed to pharmaceutical-like packaging. 

There will also be restrictions on the nicotine concentrations within vaping products and all single use disposable vapes which are highly appealing to young adults will be banned. 

“The government is determined to support Australians tackling nicotine dependency and this next generation reform will cease any form of enticement,” says Butler. 

Where are we headed?

University of Newcastle counsellor Michelle Lampis is finding that more young adults are coming forward to seek help for both their flavoured and nicotine vaping addictions. 

She predicts that in the next five years there will be a shift in vaping culture as the health impacts become more widely known.

“I believe we are going to be seeing more young adults recognising they have an addiction and being unafraid to seek practical health advice,” says Lampis.

General Practitioner Dr Abi Mebrate who specialises in child and adolescent health says it is rare for young people to seek his advice for their vaping addictions or habits.

“I get parents coming in saying my son or daughter can’t stop vaping, but it’s rare to come from young people themselves,” says Dr Mebrate.

Asked how would handle a situation where a young adult wants help with their vaping addiction, Dr Mebrate explains that he would like to start by telling patients they are “lucky” because the addiction to vaping is because of the nicotine present.

“I like to start by explaining to patients that nicotine isn’t the risk. If anything, nicotine is protective of neurogenetic diseases such as Parkinson’s disease. It’s the smoking that will cause you harm,” he says.

He would likely discuss with patients TGA-approved cessation tools, such as chewing gum, nicotine patches or ‘champix varenicline,’ a medication that binds to receptors in the brain to stop the craving of nicotine. 

“The belief that vaping will help you smoke fewer cigarettes was a lie told to us by the Big Tobacco Companies,” says Mebrate.