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Southeast Asia is witnessing notable regulatory shifts in the vaping sector, as countries across the region adopt varied approaches to e-cigarettes. These developments reflect a complex mix of public health objectives, youth prevention priorities and economic considerations, resulting in a challenging regulatory landscape for industry members.
Several Southeast Asian nations are implementing strict regulations or outright bans on e-cigarettes, largely due to concerns over youth usage and potential health risks. Thailand, Singapore, Cambodia and Laos have already established strict bans on vaping products. In Thailand, enforcement efforts are intensifying, with recent seizures of illegally imported e-cigarettes worth millions of dollars. This action aligns with the government’s goal to curb youth access and reduce smoking rates among younger generations.
Recently, Thailand’s National Tobacco Products Control Committee introduced the “1 province, 1 hospital: helping Thais quit smoking and e-cigarettes comprehensively” initiative, which aims to enhance smoking and vaping cessation programmes. Health minister Somsak Thepsuthin has advocated for collaboration across ministries to increase youth awareness and promote prevention. The initiative is part of a broader commitment to create smoke-free environments, an effort that led to Saensuk Municipality receiving the Association of Southeast Asian Nations (ASEAN) Smoke-free Award for establishing smoke-free public spaces.
These policies highlight a strong precautionary approach but also open up the question of whether outright bans are the most effective way to reduce usage or whether they drive the market underground.
Regulatory approaches in Malaysia, Indonesia and Vietnam
Countries like Malaysia and Indonesia, where the tobacco industry plays a significant role in the economy, are taking a more nuanced approach. In Malaysia, the Control of Smoking Products for Public Health Act has instituted a registration requirement for vendors of nicotine products, including e-cigarettes. Since the law’s enactment in October 2024, nearly 190 companies, largely from the vaping industry, have registered with the Ministry of Health. This regulation reflects the government’s goal to manage the vaping market by promoting compliance and safety.
In Indonesia, proposed regulations are facing pushback from stakeholders. Legislator Nurhadi has raised concerns that these regulations, which include plain packaging rules and advertising restrictions, could lead to a significant decrease in tax revenue, estimated at around $10bn. The potential for reduced demand also threatens the livelihoods of farmers who are reliant on tobacco crops, sparking further debate among policy-makers.
Vietnam appears poised to take a hard line on e-cigarettes. In a recent presentation to the National Assembly, the Ministry of Health recommended an outright ban on these products, citing survey data showing a rise in e-cigarette usage among adults from 0.2% in 2015 to 3.6% in 2020. The Ministry of Industry and Trade also supports this position, stating that it has consistently refused to license or register vaping products on e-commerce platforms. Together, these ministries are advocating for swift action to formalise a ban on e-cigarettes.
Economic implications of regulatory changes
The diverse regulatory approaches across Southeast Asia create a complex economic environment for vaping businesses. In Indonesia, stringent regulations could lead to significant revenue losses, impacting both government tax revenue and the financial stability of local farmers. Meanwhile, Malaysia’s registration requirements favour larger companies that can meet compliance standards, potentially making it difficult for smaller vendors to stay in the market.
For businesses operating in the vaping sector, Southeast Asia’s regulatory landscape presents both challenges and opportunities. While some countries are moving towards regulated market frameworks, others opt for strict prohibitions. Understanding and complying with each nation’s specific policies will be essential for industry players looking to maintain or grow their presence in the region.
– Antonia Di Lorenzo ECigIntelligence staff
Photo: Hưng Phạm
