Manufacturers of tobacco and nicotine products, Electronic Nicotine Delivery Systems (ENDS, or e-cigarettes) that heat a nicotine-containing e-liquid or e-juice without tobacco and Heated Tobacco Products (HTPs), which contain tobacco are designed to be especially attractive for the youth and simultaneously look appealing to current smokers. The marketing strategies used plug into the youth’s natural curiosity and eagerness to try attractive new trends like sleek and hi-tech gadgets (which e-cigarettes are designed to be). The need to be accepted and to belong socially by following the latest trends (by mimicking their peers or famous social influencers) is also very high among this age group.[1]
The young ASEAN population is a potentially huge market for ENDS and HTPs expansion, and to say that this has the makings of another public health catastrophe is not to exaggerate. There is an urgency for governments and stakeholders to take collective action in exposing and countering the industries behind ENDs and HTPs and to protect the youth from this epidemic.
The global e-cigarette market is estimated to increase by USD38.4 billion from 2019 to 2023.[2] Major producers of ENDS and HTPs include Altria Group, Inc., British American Tobacco (BAT), Imperial Brands, International Vapor Group, Japan Tobacco International (JTI), NicQuid, JUUL Labs, Inc., Philip Morris International Inc. (PMI), R.J. Reynolds Vapor Company, Nicquid, Shenzhen IVPS Technology Co., Ltd.,and Shenzhen KangerTech Technology Co., Ltd.[3] The top 5 e-cigarette brands in the world in 2019 are owned by Altria Group, BAT, Imperial Brands, JTI and NJOY (table 1).[4]
Since 2016, one of the first e-cigarette products in the United States is ‘JUUL’ that has become popular among young people controlling 64.4% of the e-cigarette market share.[5],[6] The study by Truth Initiative indicated that the market share of Juul in the US rose significantly in 2018 and held 75% of US e-cigarette sales by July 2019.[7]
Table 1: ENDS and HTPs Manufacturers
| Company | ENDS brands | HTP brands |
| Philip Morris International (PMI) | Nicocig, Vivid, IQOS MESH | IQOS, TEEPS |
| Altria/Philip Morris USA (owns 35% of Juul) | Mark Ten,* Green Smoke,* Juul | sells PMI’s IQOS in USA |
| British American Tobacco (BAT) | Vype, Chic, VIP, Ten Motives | glo, glo iFuse |
| Japan Tobacco International (JTI) | Logic, Ploom | Ploom Tech, Ploom Tech+, Ploom S |
| Imperial Brands | Blu | Pulze |
| RJ Reynolds (owned by BAT) | Vuse | Revo,* Eclipse* |
*discontinued
Similar to cigarette promotions and advertisements now banned in many countries in accordance with the WHO Framework Convention on Tobacco Control (FCTC), e-cigarette advertisements are filled with symbolism appealing to youth such as, being cool, having fun, success, and sensuality.[8] Users of ENDS and HTPs are represented in advertisements by young and urban socialites.[9] Most youths who smoke e-cigarettes use a flavored product.[10] There are some reported 7,000 flavored vaping products, particularly sweet and fruity ones such as bubble gum, cotton candy, gummy bear, and cola that are clearly attractive to youths. [11]
Youths are exposed to e-cigarette marketing through a range of channels, including social media/social influencers, product displays in stores that resemble electronic stores, and advertisements outside stores.[12] The following are various examples of ENDS/HTPs advertisements and marketing strategies found in the ASEAN region.
[1] Southeast Asia Tobacco Control Alliance. (2019). Cigarette Smoking Kills; Vaping E-cigarettes Kills, Too [policy brief], October 2019. Available at: http://bit.ly/2QZFq4E
[2] Technavio, January 2020, E-Cigarette Market by Product and Geography – Forecast and Analysis 2020-2024, [online] accessed on 29 February 2020, from https://bit.ly/2U67PHO
[3] Grand View Research, February 2020, E-cigarette And Vape Market Size, Share & Trends Analysis Report By Product (Disposable, Rechargeable), By Component (Vape Mod, E-liquid), By Distribution Channel, And Segment Forecasts, 2020 – 2027, [online] accessed on 1 March 2020, from https://bit.ly/3dlxi7x
[4] Technavio, December 2018, Top e-cigarette brands in the world 2019, [online] accessed on 1 March 2020, from https://blog.technavio.com/blog/top-e-cigarette-brands-world
[5] Richard Craver, 15 October 2019, Nielsen report finds electronic cigarette sales remaining on downward trend, [online] accessed on 25 February 2020, from https://bit.ly/3bgxMKw
[6] Truth Initiative, JUUL, [online] accessed on 25 February 2020, from https://bit.ly/2QBtXrj
[7] Ibid.
[8] Chaykowski, K. (2019). The Disturbing Focus of Juul’s Early Marketing Campaigns. [online] Forbes.com. Available at: https://bit.ly/2CCsJVw.
[9] Ye Mon and Eaint Thet Su, 24 February 2020, A clouded future for e-cigarettes in Myanmar, Frontier Myanmar, [online] accessed on February 28, 2020 from https://bit.ly/2xarcqe
[10] Rogers, L. and Health, J. (2019). Vaping Q&A: Johns Hopkins Expert on E-Cigarettes and Tobacco Alternatives. [online] Johns Hopkins Bloomberg School of Public Health. Available at: https://bit.ly/2O6hE4j.
[11] ScienceDaily. E-cigarette flavors decrease perception of harm among youth October 24, 2019. https://www.sciencedaily.com/releases/2019/10/191024122559.htm
[12] Rogers, L. and Health, J. (2019). Vaping Q&A: Johns Hopkins Expert on E-Cigarettes and Tobacco Alternatives. [online] Johns Hopkins Bloomberg School of Public Health. Available at: https://bit.ly/2O6hE4j.