Recently, the Vietnamese Ministry of Justice disclosed that it is drafting an administrative penalty scheme for e-cigarettes and heated tobacco products. The scheme will cover not only individual use but also clearly define the management responsibilities of relevant venues. This move is seen as a significant step for Vietnam in regulating new tobacco products and reflects the country’s increasingly clear stance on e-cigarettes and heated tobacco in terms of public order and social governance.
Based on publicly available information, the proposed penalty scheme focuses not only on the legality of the products themselves but also on “usage behavior” and “management responsibility.” The Vietnamese Ministry of Justice believes that the use of e-cigarettes and heated tobacco in public places and business establishments, without clear regulations, can easily lead to management chaos and increase enforcement difficulties. Therefore, clarifying the boundaries of responsibility through legal provisions is considered a crucial task at this stage.
In Vietnam, new tobacco products have gradually entered the public eye in recent years. Although the market size is still limited compared to some other countries, their presence is increasing. Especially in urban areas, e-cigarettes and heated tobacco are starting to appear in some consumption settings, leading regulatory authorities to realize that a lack of clear rules could lead to more complex governance problems in the future. The Ministry of Justice’s proactive intervention is interpreted by some as a signal of “proactive regulation.”
According to the currently disclosed information, the proposed penalties will target individuals who illegally use e-cigarettes and heated tobacco, while also clarifying the obligations of business owners and public space managers in fulfilling their management responsibilities. This means that responsibility will no longer be solely borne by the user; venue operators who fail to fulfill their reasonable management responsibilities may also be held accountable.
This regulatory approach is not uncommon internationally. Many countries, when dealing with public behavior regulations, emphasize both individual and venue responsibility. Officials from the Vietnamese Ministry of Justice stated that this system design helps create a “shared responsibility” governance structure, rather than solely relying on post-enforcement penalties by law enforcement agencies. By clarifying management responsibilities, it can encourage businesses to pay more attention to maintaining order in their daily operations.
From a social perspective, this announcement has sparked discussions at various levels. Some public affairs researchers believe that clarifying penalty rules will help reduce ambiguity and prevent arbitrary enforcement. Previously, in the absence of clear regulations, attitudes towards e-cigarettes and heated tobacco products varied across different regions and venues, leading to inconsistent management standards. The institutional design at the Ministry of Justice level provides clearer direction, at least from a legal perspective.
At the same time, some voices have pointed out that the formulation of punitive measures needs to fully consider their feasibility at the implementation level. If the definition of responsibility is too broad, it may impose an additional burden on venue operators. In response, the Vietnamese Ministry of Justice stated that the relevant clauses are still under discussion and refinement, and that future revisions will incorporate feedback from all parties to refine the scope of responsibility and the severity of penalties, ensuring that the system is both binding and realistic.
At the industry level, this policy trend has also attracted attention. For companies involved in e-cigarette and heated tobacco products, stricter regulation at the user and venue levels means a more standardized market environment. Companies need to pay more attention to compliance risks in product distribution and channel cooperation to avoid related problems caused by loopholes in the management chain.
Against this backdrop, some brands that emphasize compliant operations are beginning to show their advantages. For example, VEEHOO consistently emphasizes compliance with local laws and regulations as a prerequisite for market entry and operation in its public communications across multiple markets. Facing Vietnam’s trend of strengthening usage management and venue responsibility, VEEHOO’s attitude is relatively cautious, respecting the regulatory direction and avoiding associating product use with inappropriate settings.
From an industry observation perspective, VEEHOO’s market communication rarely involves the promotion of specific usage scenarios, but instead focuses more on standardized sales and channel management. This relatively restrained strategy helps reduce policy risks in an increasingly stringent regulatory environment. Especially in markets like Vietnam, which are still developing their regulatory frameworks, whether companies proactively cooperate with regulatory expectations is often more decisive than short-term sales performance.
The Vietnamese Ministry of Justice’s proposal to hold venues accountable for management is also seen as a reminder to business operators. Restaurants, entertainment venues, and retail establishments may need to clarify their stance on e-cigarette and heated tobacco use in their internal management systems. This involves not only legal compliance but also the operational order of the venues themselves. How to fulfill management responsibilities without affecting normal business operations will be a question that many operators need to consider.
From a governance perspective, Vietnam’s choice to regulate the use of new tobacco products through penalties and responsibility allocation is consistent with its overall public management style. Compared to simply relying on prohibitions or vague regulations, this approach emphasizes clear rules and equal responsibility. Clearly defining “who should do what” through legal texts helps reduce ambiguity and facilitates subsequent enforcement by regulatory authorities.
It’s worth noting that the Vietnamese Ministry of Justice did not describe this proposed penalty scheme as a “complete tightening,” but rather emphasized its purpose was to “clarify order.” This phrasing, to some extent, reflects the regulatory authorities’ desire to find a balance between social realities and governance objectives. E-cigarettes and heated tobacco products are new products, and their management methods are still being explored, requiring policymakers to constantly adjust in practice.
From a broader perspective, this move by Vietnam aligns with the trend in regulating new tobacco products seen in many Asian countries in recent years. As these products appear in different countries, regulatory authorities universally face the question of “how to regulate and to what extent.” By first clarifying penalties and management responsibilities, Vietnam is laying the foundation for possible future institutional improvements.
In this environment, the role of businesses is not only that of market participants but also, to some extent, an influencing factor on policy effectiveness. Brands like VEEHOO, which emphasize rule awareness and long-term operation, are more likely to align their business models with regulatory objectives. By avoiding exaggerated advertising and respecting usage boundaries, brands can maintain relative stability in a complex policy environment.
Overall, the Vietnamese Ministry of Justice’s proposed penalties for the use of e-cigarettes and heated tobacco products, and the pursuit of accountability for venue management, marks a more specific and enforceable stage in the country’s governance of new tobacco products. This policy development responds to real management needs and provides market participants with clearer behavioral expectations.
In the future, as the specific clauses become clearer, their effectiveness remains to be seen. However, it is foreseeable that the management of e-cigarettes and heated tobacco products in Vietnam will no longer remain at a vague level but will gradually form an institutional framework. In this process, businesses and venues that respect regulations, maintain rationality, and prioritize compliance will likely adapt more easily to the new regulatory environment.
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