Picking the right vape nicotine strength is one of the most important choices you will make, and it is easy to get wrong. Too low and you may feel unsatisfied and keep reaching for your device. Too high and the hit can feel harsh. This guide explains how strengths work in the UK and how to choose between 0mg, 10mg and 20mg. Vaping is for adults and is best suited to people who already smoke or use nicotine.
How Nicotine Strength Is Measured
E-liquid strength is shown in milligrams of nicotine per millilitre of liquid (mg/ml). Under the UK’s Tobacco and Related Products Regulations, the maximum is 20mg/ml, and nicotine e-liquid must be sold in bottles of 10ml or less. You will sometimes also see strength shown as a percentage: 10mg/ml is 1% and 20mg/ml is 2%. Nicotine-free e-liquid is labelled 0mg.
The Three Common Strengths
0mg: nicotine-free
Zero nicotine is for people who vape for flavour, or who are finishing a step-down plan. If you are not already nicotine dependent, 0mg is the sensible choice. You can find 0mg options across our ranges, for example Zeus Juice Blue Raspberry nicotine-free and Bar Juice 5000 Watermelon Ice nicotine-free. Our shortfills also ship at 0mg.
10mg: the middle ground
10mg suits light-to-moderate users and people who have already cut down. It gives a noticeable but gentle hit in a nic salt. Try Zeus Juice Strawberry Kiwi 10mg or Juice Head Peach Pear 20mg if you want to compare the same style at two strengths.
20mg: the maximum
20mg is the top strength allowed in the UK. It is usually chosen by heavier smokers and by people who used strong disposables. A smooth nic salt such as Zeus Juice Strawberry Kiwi 20mg keeps that strength comfortable in a low-power pod. If you are new to nicotine, 20mg is generally too strong to start with.
A Simple Way to Choose
| Your situation | Suggested starting point |
|---|---|
| Do not use nicotine at all | 0mg |
| Occasional or light smoker | 10mg nic salt |
| Smoke daily, or came from a strong disposable | 20mg nic salt |
| Want to step down gradually | Move from 20mg to 10mg, then 0mg |
Treat this as a starting point, not a prescription. Everyone responds differently, and you can adjust after a few days.
Signs Your Strength Is Wrong
- Too low: you feel unsatisfied, vape much more than usual, or crave a cigarette soon after.
- Too high: you feel lightheaded, nauseous or jittery, or the throat hit is harsh.
If you notice the second set of signs, put the device down, drink some water and choose a lower strength. If symptoms persist, speak to a healthcare professional.
Does Your Device Change the Answer?
Yes. Small, low-power pod kits deliver nicotine efficiently, so a moderate strength is often enough. Sub-ohm setups produce much more vapour and are usually used with low-strength liquid. A shortfill with two 18mg nic shots ends up at around 3mg, which suits that type of device, as explained in our shortfill mixing guide. If you are choosing a device, see our pod kit buyer’s guide and browse the pod kit range. Remember that nic salts and freebase feel different at the same number, a difference covered in nic salt vs freebase vs shortfill.
Stepping Down Over Time
Many people find it helpful to move down one level at a time. For example, you might spend a few weeks on 20mg, then switch to 10mg, then to 0mg in the same flavour. Keeping the flavour the same makes the change easier. Our kits are available at several listed strengths too, such as the iJoy AI EVO Pod Kit 10mg and the iJoy AI EVO Pod Kit 20mg.
Common Mistakes to Avoid
One mistake is choosing a strength by copying a friend. Nicotine tolerance varies a lot, and what feels right for someone else may be too strong or too weak for you. Another is switching device and strength at the same time, which makes it hard to tell what is causing a problem. Change one thing at a time, and give yourself a few days to adjust.
A third mistake is ignoring the bottle label. Strengths are printed clearly, but bottles from the same range look alike, so check the number every time you fill. Finally, remember that vaping more often because your strength is too low can end up delivering more nicotine overall than a higher strength used less often. If you find yourself constantly topping up, try the next strength up, and if you feel unwell, go down.
Frequently Asked Questions
Is 20mg too strong?
It is the legal maximum and is intended for people who need a firm hit. If you are new to nicotine, start lower.
Can I mix two strengths?
Mixing bottles of different strengths changes the average strength. It is simpler to buy the strength you want.
Should I switch to 0mg straight away?
That depends on how dependent you are. A gradual step-down is usually easier than stopping suddenly.
Ready to pick? See the nic salt collection, or read our beginner’s guide to nic salts. Vaping products are for adults aged 18 and over.
Related guides: comparing the same nic salt flavour across brands and prefilled pod kits explained.