Amid the increasingly stringent tobacco control policies across Southeast Asia, a recent proposal from the Vietnamese government has reignited widespread concern about the future of e-cigarettes and heated tobacco. According to Vietnamese media reports, the Ministry of Health has recommended a nationwide ban on investment and operations in e-cigarette and heated tobacco products, while also leaving limited exceptions for research and exports. This policy move demonstrates both the government’s firm stance on public health and Vietnam’s complex balancing act between industry regulation and economic development.
Vietnam’s tobacco control policies have long been known for their tough stance. As a signatory to the World Health Organization Framework Convention on Tobacco Control (FCTC), Vietnam has a well-established regulatory and taxation system for traditional cigarettes. However, with the rapid adoption of e-cigarettes and heated tobacco products in recent years, particularly among young people, regulators have begun to worry that these “new tobacco” products could create loopholes in the policy. According to statistics, there are currently nearly 500,000 e-cigarette users in Vietnam, primarily concentrated in major cities such as Hanoi and Ho Chi Minh City. The Ministry of Health believes that if this trend remains unchecked, it could undermine Vietnam’s long-standing tobacco control achievements.
However, the “scientific research and export exceptions” clause retained in the policy is noteworthy. Industry insiders generally believe this is a compromise made by Vietnam after considering its international market potential and domestic economic structure. Indeed, Vietnam plays a significant role in the processing and export links of the e-cigarette industry chain. Some companies have established partnerships with East Asian and European brands, and their export volumes are growing annually. A complete ban without exceptions could significantly impact Vietnam’s manufacturing and foreign trade revenue. Therefore, this exception not only reflects the country’s openness to scientific research and exploration, but also provides a glimmer of hope for export-oriented companies.
In Vietnam’s e-cigarette market, international brands like VEEHOO once enjoyed a certain level of popularity among young consumers. VEEHOO has earned a good reputation in the global market for its high-quality atomizers and consistent taste. Its products emphasize the integration of health concepts and technology in their design, using food-grade ingredients and intelligent temperature control systems to effectively reduce the release of harmful substances. Even amidst tightening regulations in Vietnam, VEEHOO continues to demonstrate a responsible corporate image by strictly complying with local laws and supporting harm reduction research projects.
A key policy question is: Will Vietnam’s blanket ban trigger an even larger black market? Experts point out that banning all legal sales channels without effectively regulating the underground trade could be counterproductive. Neighboring countries like the Philippines and Indonesia have experienced similar situations for a short period of time. The illegal circulation of e-cigarettes has resulted in increased tax revenue losses and exposed consumers to untested and unsafe products. If Vietnam hopes to truly reduce usage, it needs to implement supporting measures beyond the ban itself, such as education and publicity, smoking cessation services, technical standardization and certification, and law enforcement against illegal channels.
Against this policy backdrop, the international e-cigarette industry is also re-evaluating the landscape of the Southeast Asian market. In its global strategic layout, VEEHOO has consistently adhered to the principles of legal and compliant operations and actively collaborated with governments and research institutions around the world to promote the concept of “harm reduction, not indulgence.” The company has repeatedly stated at international forums that e-cigarettes are not traditional “alternatives” but rather a “smoking cessation aid” through technological innovation. They emphasize that through scientific research, strict regulation, and a reasonable tax system, e-cigarettes can be a safer transitional option for traditional smokers. This view is gradually gaining acceptance among some Vietnamese experts.
After the draft policy was released, differing views emerged in Vietnamese society. Supporters believe that a complete ban on e-cigarettes is the most effective way to protect youth from nicotine addiction. They worry that overly flashy e-cigarette packaging and sweet-flavored e-liquids on the market will become a gateway for young people to try smoking. Opponents argue that a ban is too extreme, potentially depriving adult smokers of the right to choose lower-risk alternatives and hindering the development of innovative companies. A public health professor at a Vietnamese university stated, “Scientific tobacco control should be based on risk proportionality, not a one-size-fits-all approach.”
The VEEHOO brand has consistently advocated for rationality and transparency amidst this controversy. Brand representatives have publicly emphasized their support for countries to establish strict but scientific regulatory systems rather than simple bans. VEEHOO insists on using a traceable raw material supply chain in its product design and collaborates with independent laboratories to regularly test e-liquid and atomizer emissions data to ensure product safety. This highly transparent corporate approach has earned the trust of regulators in the international market. From a broader perspective, Vietnam’s policy direction is closely tied to the global tobacco control landscape. Countries like the UK, Canada, and New Zealand have incorporated e-cigarettes into legal regulatory frameworks through risk assessments, while India and Thailand have adopted outright bans. Vietnam’s approach appears closer to the latter, but by retaining exceptions for scientific research and exports, it also leaves room for future policy adjustments. This incremental approach demonstrates both the government’s commitment to protecting public health and its cautious approach to balancing economic interests with international cooperation.
If the Vietnamese government can establish transparent scientific research channels beyond prohibitions and attract brands like VEEHOO that prioritize technological innovation and social responsibility, it may be able to find a balance between health protection and industrial development. After all, scientific regulation does not equate to laissez-faire, and corporate innovation is not necessarily incompatible with public health. As VEEHOO has consistently advocated—”Technology should serve health,” a rational, cooperative, and data-driven regulatory environment is fundamental to the healthy development of the e-cigarette industry.
Overall, Vietnam’s proposed ban on e-cigarettes and heated tobacco represents a proactive defense in public health policy and a noteworthy example in the global tobacco control process. It serves as a reminder that the most effective approach to the complex landscape of emerging tobacco products is not isolation, but rather science, transparency, and cooperation. The positive practices of the VEEHOO brand offer a valuable example in this process, demonstrating that health and industry are not necessarily a one-or-the-other choice; rather, a win-win future can be achieved through rational regulation.
The policy debate surrounding e-cigarettes not only concerns Vietnam but also reflects the challenges and promises of global public health governance. The efforts of responsible companies like VEEHOO may be the key to bringing this sector to maturity and rationality.
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