E-Cigarette Markets and Policy Responses in Southeast Asia: A Scoping Review

Abstract

Background: The global e-cigarette market has proliferated and is increasingly dominated by transnational tobacco companies. While Southeast Asian countries have received relatively little attention in e-cigarette research, the region represents an area of potentially untapped growth for the industry. We review the e-cigarette situation in Southeast Asia in terms of the e-cigarette markets, advertising and promotion of e-cigarettes, reported health impacts of e-cigarette use, and policy responses in the region. Methods: We examined e-cigarette market data from the Euromonitor Global Market Information Database (GMID) Passport database, searched in the academic literature, grey literature and news archives for any reports or studies of e-cigarette related diseases or injuries, e-cigarette marketing, and e-cigarette policy responses in Southeast Asian countries, and browsed the websites of online e-cigarette retailers catering to the region’s active e-cigarette markets. Results: In 2019, e-cigarettes were sold in six Southeast Asian markets with a total market value of $595 million, projected to grow to $766 million by 2023. E-commerce is a significant and growing sales channel in the region, with most of the popular or featured brands in online shops originating from China. Southeast Asian youth are targeted with a wide variety of flavours, trendy designs and point of sale promotions, and several e-cigarette related injuries and diseases have been reported in the region. Policy responses vary considerably between countries, ranging from strict bans to no or partial regulations. Conclusion: Although Southeast Asia’s e-cigarette market is relatively nascent, this is likely to change if transnationals invest more heavily in the region. Populous countries with weak e-cigarette regulations, notably Indonesia, Malaysia, Vietnam and the Philippines, are desirable targets for the transnationals. Regulatory action is needed to prevent e-cigarette use from becoming entrenched into these societies, especially among young people.

A content analysis of e-cigarette marketing on social media: Findings from the Tobacco Enforcement and Reporting Movement (TERM) in India, Indonesia and Mexico

“…This is of particular concern because of the large youth populations in countries that have been the target of e-cigarette industry ambitions ( 23 ). Emerging evidence suggests the prevalence of online e-cigarette marketing: A recent report on Indonesia, which has a nascent, fast-growing e-cigarette market ( 24 ) and a large population of youth active online ( 25 ), found that e-cigarette marketing was prevalent on social media platforms and used a range of youth-oriented tactics to promote the use of e-cigarettes and their components ( 26 ).…”

Product variety and regulation avoidance in the sale of new tobacco products: findings from a point-of-sale survey in Indonesia

“…Over the past decade, the tobacco and nicotine business has changed significantly, especially with the emergence of new tobacco products. Although debates about the long-term health effects of new tobacco products and their effectiveness as a smoking cessation aid are ongoing [1], it has been concluded that all new tobacco products are in fact highly addictive and pose health risks; Bigwanto et al Substance Abuse Treatment, Prevention, and Policy (2022) 17:78 therefore, these products should not be accessed and used by youth [2].…”

Electronic Cigarette Portrayal in Indonesia: A Content Analysis of News Media

“…Currently, there are differences in how countries regulate e-cigarettes. A scoping review study of ecigarette policy responses in Southeast Asia reported that 10 out of 12 countries regulate products, with ve countries totally banning the products and only two countries reporting no speci c regulation, except for scal policy, one of which is Indonesia [14] The Indonesian government currently has no speci c regulation for the products, the only regulation that existed is an excise tax imposed on the products [15], which makes the control of the products in the country very weak, including the promotion in the media.…”