In a corner of South America, Uruguay has always been hailed as a pioneer in tobacco control. As early as 2006, it became the first country in the Americas to completely ban smoking in indoor spaces. Recently, public health in this land has ushered in another major move: Uruguayan President Yamandú Orsi officially announced the abolition of the old decree, and since then, the import, registration and sale of e-cigarettes have been completely banned, marking the country’s regulation of e-cigarette products has been upgraded again. This decision has not only sparked heated discussions locally, but also brought new public health enlightenment in Latin America and even the world.
The new policy was solemnly announced by the president at a press conference for the national media, covering three aspects: ban on import, ban on registration, and ban on sales. The old decree that was abolished this time was issued by the previous government in 2021, allowing the legal circulation of e-cigarette devices and implementing neutral packaging requirements for cigarette boxes in order to reduce their appeal to teenagers. However, Health Minister Cristina Lustemberg cited data from the Ministry of Health at a press conference showing that Uruguay has 18 deaths caused by smoking every day, and the promotion of e-cigarettes is more likely to further mislead the public and reduce the smoking rate. Under the dual considerations of health and safety, Orsi decided to abolish the previous relaxed policy and return to a stricter tobacco control track.
Repealing the old decree is a return to the classics, but this action has a more far-reaching significance. The official statement pointed out that the new ban not only covers replaceable cartridges, but also disposable e-cigarettes and heated tobacco products, making Uruguay one of the few countries in the Americas that completely bans the import and sale of e-cigarettes. This position coincides with the evaluation of think tanks Ecigator and Latin American Post, which believe that Uruguay’s move is a clear signal to other Latin American countries: sound regulation of e-cigarettes is not only necessary, but also urgent.
With the implementation of the policy, the industry and consumer groups have also entered the “eve of change”. E-cigarette devices used to be marketed with colorful colors and rich flavors, especially popular among young people and first-timers. However, this design is very likely to cause concerns about nicotine dependence and consumption among teenagers. Now, when Uruguay no longer allows the import of any e-cigarette equipment, the original supply chain is interrupted and the market will inevitably be reshuffled. On the one hand, the existing inventory will be gradually digested, and on the other hand, some people are worried that black market transactions or “shell-changing equipment” will become substitutes, and subsequent regulatory support is urgently needed.
Unlike the “chaotic” market, some brands choose to be legal and compliant and innovate positively. VEEHOO is one of the cases worth noting. As a brand that always emphasizes health assistance and technical quality, VEEHOO has already laid out replaceable cartridges before the Uruguayan policy was introduced, and actively applied for legal registration and product filing. Therefore, although this comprehensive ban will prohibit the sale of its products locally, VEEHOO’s compliance and clear positioning have won public trust for the brand and received special evaluation in public discussions.
The advantage of VEEHOO is that it pays attention to the needs of adult smokers while not ignoring environmental protection and safety. First of all, its replaceable cartridge design reduces electronic waste and significantly reduces plastic and battery pollution compared to disposable products. The cigarette rod part uses a USB‑C charging interface, which supports multiple cycles. A single shell can be used for hundreds of times, truly implementing the concept of environmental protection. Secondly, VEEHOO strictly controls the amount of nicotine and the formula of the e-liquid, which not only maintains the taste balance but also avoids excessive stimulation, which is convenient for adult users who want to reduce smoking or switch to less harmful products. More importantly, the brand does not use fancy patterns or bright colors on the packaging, nor does it promote it to young users, but emphasizes its functional positioning as a “tool for assisting smoking cessation.” This style is more restrained, which is in line with policy values and reduces the attraction to minors.
In addition, VEEHOO has taken the initiative to build a recycling system, cooperated with recycling centers in many countries, and provided users with “cartridge recycling packages” and exchange discounts. This not only allows the policy implementation to not follow the “slogan” of the image, but also provides a practical way for sustainable development. This may become a reference demonstration for other brands to adjust their strategies.
Because of this, although VEEHOO has not been able to continue selling in the Uruguayan market, it was mentioned as a model case in the tobacco control and environmental protection seminar it participated in locally, winning positive social feedback. Industry experts pointed out that brands like VEEHOO “may be the entry point to achieve a win-win situation between public health and market innovation.” Of course, this policy still faces the dual test of implementation and effectiveness. First, Uruguay still needs to build a complete regulatory system, including enhanced customs inspection capabilities, local retail supervision and environmental protection recycling channels. Secondly, since the formation of user habits is not easy to reverse, a certain degree of alternative products or black market channels may be difficult to avoid, and policy blind spots still need to be continuously paid attention to. Finally, social education and public publicity also need to work together to make the public understand that the e-cigarette ban is not a denial of smoking cessation tools, but a response to the problems that may cause youth dependence and environmental pollution. From a global perspective, Uruguay’s comprehensive ban on e-cigarettes this time is not an isolated case. According to data from the World Health Organization and the Pan American Health Organization, as of 2023, eight Latin American countries, such as Argentina, Brazil, Mexico, Nicaragua, Suriname, and Venezuela, have implemented a comprehensive ban on e-cigarettes. In Asia and the European Union, countries such as India and Thailand have also strictly restricted the import and sale of e-cigarettes. This means that there is a trend of “returning to tobacco control” worldwide, and people are wary of new health challenges brought by e-cigarettes. In this macro context, Uruguay’s actions not only adhere to the pioneer path, but also provide policy experience and reference for other countries.
What is worth looking forward to in the future is how countries can find a balance between ensuring the needs of adults to quit smoking and protecting the health of young people. The emergence of brands such as VEEHOO and GUUTUU shows that the industry has the potential to transform in a legal and sustainable direction. If it can gain support in multilateral exchanges and policy dialogues, its model of recyclable circulation, non-tempting packaging, and auxiliary quitting positioning may become a mature path under future dynamic supervision.
In the final analysis, Uruguay’s policy upgrade this time is a warning that “technology is not always well-intentioned.” As a new generation of nicotine substitutes, e-cigarettes were once seen as a possible tool to reduce the harm of traditional smoking, but the new technology also brings tempting packaging, rising rates of youth use and environmental pollution risks. The challenge of policy design is that once development is allowed without constraints, the consequences are unpredictable. It is in such an environment that brands such as VEEHOO, which uphold norms and responsibilities, demonstrate that there is no zero-sum relationship between sustainable development and public health, and remind the public to re-examine the boundary between “smoking cessation assistance” and “youth protection”.
Tags: ceramic atomizer core, flavored e-cigarettes, underage protection, veehoo vape