Issue link: https://read.dmtmag.com/i/1545684
26 tobaccoasia Issue 4, 2026 July / August Vietnam: From regulatory ambiguity to formal prohibition Vietnam offers a compelling example of a market transitioning from regulatory ambiguity to explicit prohibition. While a formal ban on vape products came into staged effect in 2025 and 2026, Varshini Venugopalan explained that vaping products were not le- gally recognized even prior to this development. E-cigarettes were excluded from the country's tobacco control framework, meaning there was no established pathway for their importation or sale. As a result, the market operated largely through informal or un- authorized channels, strictly speaking rendering it illicit from the outset. Despite this, the overall uptake of vaping remains relatively low compared to traditional cigarettes, although it is expected to grow, particularly among younger and price-sensitive consumers. This emerging demand suggests that the formalization of the ban may not significantly alter the underlying dynamics of the market, which has long been characterized by non-compliance. Instead, the key challenge for Vietnamese authorities will be managing the anticipated growth in demand while preventing the further en- trenchment of illicit supply chains. Cambodia: Following Thailand's lead Largely in line with neighboring Thailand, vaping in Cambo- dia has been banned since 2014, with enforcement measures strengthened in 2024 through the inclusion of e-cigarette manu- facturing on the country's negative investment list. While cur- rent volumes of illicit vape products are considered limited in the country, Varshini Venugopalan interviewed that they are expected to grow, particularly among younger consumers, indi- cating the early stages of market development. Apart from this, deeper reaching data do not exist. The rest of ASEAN: limited data, emerging questions Across the remaining ASEAN member states – Brunei, Laos, Myanmar, and Timor Leste – the available data on illicit vaping is very thin. This lack of detailed assessments of illicit vaping activity, re- flects the broader challenges in monitor- ing and reporting within those four mar- kets. The absence of information suggests the need for improved data collection and analysis, as well as the potential for undis- covered or underreported illicit activity. A region in flux The ASEAN region as a whole presents a complex and evolving picture of illicit vaping, shaped by diverse regulatory ap- proaches, economic pressures, and en- forcement capacities. From Indonesia's affordability-driven illicit growth to Ma- laysia's transition toward full prohibition, and from the Philippines' tax-induced dis- tortions to Singapore's enforcement-led contraction, each market offers distinct insights into the drivers and consequenc- es of the illicit trade. As governments continue to refine their policies, the experiences of these countries underscore the importance of balancing regulation with practical con- siderations of enforcement and consumer behavior. Without such balance, the risk remains that illicit markets will continue to thrive, adapting quickly to changing conditions and posing ongoing challenges for policymakers and public health au- thorities alike. Illicit vaping in ASEAN is not a uni- form phenomenon but a reflection of the region's diverse regulatory and economic environments. The insights provided by Euromonitor International and Tamarind Intelligence make clear that while strict policies can suppress certain aspects of the market, they can also give rise to new forms of illicit activity if not carefully cali- brated. As ASEAN member states navi- gate this evolving landscape, the need for coordinated, data-driven, and adaptable strategies will be essential in addressing the persistent and multifaceted challenge of illicit vaping. Even in ASEAN nations where they are illegal, vaping devices and accessories can easily be purchased from informal stores. Credit: Microsoft Copilot