- Dr. Zoe Williams is supporting the new global initiative calling for stronger policies to end not just tobacco use, but dependence on all forms of recreational nicotine.
- The UK launch of the Kenvue campaign coincides with National No Smoking Day (11 March), encouraging people to quit nicotine completely when they are ready to do so.
- The TOTAL QUIT® online platform provides policymakers and stakeholders with data, insights and tools to inform effective nicotine cessation strategies.
Government and UK policymakers are being urged to prioritise complete nicotine cessation this National No Smoking Day (11 March), as part of a new initiative. The TOTAL QUIT® campaign from Kenvue* is backed by renowned GP Dr. Zoe Williams and reflects the changing landscape of nicotine use in the UK. It highlights why No Smoking Day should broaden its focus to include all forms of nicotine, not just smoking. While the UK Government has taken world-leading steps on tobacco and nicotine control – including through the Tobacco and Vapes Bill, disposable vape ban and 10 Year Health Plan – the campaign warns that such measures will fall short without initiatives and services that help people to quit nicotine for good.
Data at the end of last year revealed that for the first time, more people are estimated to be vaping than smoking in Great Britain – with approximately 5.4 million adults aged 16 years and over using e-cigarettes, compared to 4.9 million who smoke.1 In parallel, findings from Action on Smoking and Health (ASH) show that 1 in 5 children aged 11-17 have now tried vapes.2 While recognising the vital role that vaping can play in helping people to quit tobacco and therefore improve public health, the TOTAL QUIT® campaign highlights the urgent need to help vapers take the next step to quit vaping when they’re ready to do so, curb youth exposure and tackle rising nicotine dependence. To this end, the campaign’s online platform https://www.totalquitjourney.com offers policymakers and stakeholders data, insights and tools to inform effective nicotine cessation strategies and ensure people receive support to quit recreational nicotine entirely.
The campaign is therefore urging UK policymakers to:
Progress with passage of the Tobacco and Vapes Bill and its secondary legislation to:
- Regulate recreational nicotine to address brightly coloured vape packaging and flavour descriptors, and review the strength of nicotine in recreational products that may encourage addiction rather than help people quit.
- Restrict inappropriate promotion, including advertising, point-of-sale displays, and marketing strategies that make novel tobacco and nicotine products like heated tobacco, vapes and pouches attractive to young people and non-smokers.
- Ensure the provisions in the Bill that future proof regulation to account for innovation in recreational nicotine are secured in the final legislation.
- Broaden the scope and increase access to cessation programmes, including professional support and education – both online and in person – that address all forms of nicotine addiction, not just smoking.
- Introduce new targets to monitor and prioritise reductions in youth vaping rates.
- Re-commit to a national mass media campaign this October to encourage quitting and educate the public on the harms of both tobacco and nicotine dependency.
Bas Vorsteveld, Area Managing Director Northern Europe at Kenvue, said:
“We recognise the significant progress being made by the UK Government through its world-leading approach to tobacco and nicotine control. On National No Smoking Day, we believe there is a significant opportunity to build on this progress by introducing an increased focus on total nicotine cessation – which can accelerate delivery against the Government’s prevention agenda and support healthier lives and a more sustainable NHS.
The TOTAL QUIT® campaign is our call to action. It’s been fantastic to see the Government’s recent investment in smoking cessation services, and we are now urging policymakers to address the needs of other nicotine users moving forwards by offering comprehensive support to everyone looking to quit.
We stand ready to work with Government, health leaders and communities to achieve this goal, and ensure that everyone, regardless of age or background, has access to the tools, resources and support they need to achieve a tobacco- and nicotine-free life.”
Dr. Zoe Williams said: “As a GP, I regularly see how nicotine dependence affects people’s lives - whether through smoking, vaping or other products. For many, vaping has played a valuable role in helping them move away from smoking, and it remains a legitimate cessation tool when used correctly. But we must also recognise that the end goal should be to quit vapes too when people are ready. We need accessible, evidence-based support that reflects the full spectrum of nicotine use and meets people where they are. This initiative is about offering that broader, more inclusive approach - helping people move toward a life free from both tobacco and nicotine, with the right tools and support for them at every stage of the journey.”
Kenvue remains dedicated to expanding access to cessation support and treatments, aiming to create a tobacco- and nicotine-free future. Policymakers and stakeholders can learn more and access resources at https://www.totalquitjourney.com/.
About the TOTAL QUIT® campaign
The TOTAL QUIT® campaign by Kenvue globally advocates for a world free from tobacco and nicotine by calling on policymakers, healthcare professionals, and communities to go beyond smoking cessation and support complete nicotine freedom. As new forms of nicotine use emerge, the campaign emphasises the urgent need for a policy environment that ensures access to cessation tools for smokers or nicotine users, regulates recreational nicotine products, and invests in public education and support systems. TOTAL QUIT® brings together experts and stakeholders to highlight the societal and health risks of evolving nicotine use and to champion evidence-based solutions that help people quit for good. Learn more at https://www.totalquitjourney.com
About Kenvue
Kenvue globally is the world’s largest pure-play consumer health company by revenue. Built on more than a century of heritage, our iconic brands, including Aveeno®, Johnson’s®, Listerine®, Neutrogena®, and Nicorette®, are science-backed. At Kenvue, we realise the extraordinary power of everyday care. Our teams work every day to put that power in consumers’ hands and earn a place in their hearts and homes. Learn more at www.kenvue.com/uk
About Dr. Zoe Williams’ support of TOTAL QUIT®
Kenvue has engaged Dr. Zoe Williams as an independent consultant to support the TOTAL QUIT® campaign, where she acts as a campaign ambassador, lending her expertise to help people break free from tobacco and nicotine addiction. Dr. Williams has been compensated a fair market value fee for her services and participation in the campaign. Alongside being an NHS GP with extensive experience in primary care, Dr. Williams is also a familiar, credible voice on public health issues in the national media. She is a respected voice for the UK Health Security Agency and Office for Health Improvement and Disparities (previously Public Health England), appearing for them on multiple health awareness campaigns across traditional and social media. In 2024, she also supported Kenvue’s Smokefree Families campaign, further demonstrating her commitment to reducing smoking-related harm and promoting healthier communities.
* Kenvue (Kenvue UK Limited)
[2] Action on Smoking and Health. Use of vapes among young people in Great Britain. Available at: https://ash.org.uk/resources/view/use-of-e-cigarettes-among-young-people-in-great-britain. Accessed March 2026.