Imperial Brands has launched a new video series to tackle widespread misunderstandings about next-generation nicotine products (NGPs) such as vapes and nicotine pouches. An Action on Smoking and Health (ASH) survey cited by the company found that 63% of young people and 53% of adult smokers incorrectly believe vaping is as harmful—or more harmful—than smoking.

Imperial Brands Science says these misconceptions undermine the potential public-health benefits of NGPs. The series addresses common claims head-on, explaining that vapes are regulated, examining the evidence behind fears like “popcorn lung,” clarifying how vaping differs from smoking in terms of harm, and distinguishing passive vaping from passive smoking.

Dr. Thomas Nahde, Imperial’s Head of Harm Reduction and Engagement, warns that misinformation is putting some smokers off switching to potentially less harmful alternatives. The videos are designed to make the science easier to understand and to encourage evidence-based discussion.

For more on NGP myths and misconceptions, visit the dedicated Imperial Brands Science webpage.

This article was adapted from an original report published on tobaccoreporter.com. All rights belong to the original publisher.