Electronic cigarettes deceive youth with 'aromatic smoke,' 'harmless' claims

Electronic cigarettes, pods, and vapes are being deceptively marketed to Vietnamese youth as "friendly," "harmless," and "cool," despite expert warnings and World Health Organization campaigns against nicotine addiction. While the rate of 13-to-17-year-olds using e-cigarettes in Vietnam has fallen from 8% to 1%, the allure of these products persists through social media and online sales channels.

Young users like "Ngoc Lan," a 21-year-old from Hai Duong, describe vaping as a social activity, done "for the aroma" rather than addiction. She notes that vapes are often promoted with stylish imagery, making them appealing for social media photos. Previously sold near schools, these products are now primarily accessed through online platforms like Facebook and TikTok, where sellers offer discreet delivery services.

Online marketplaces host numerous groups dedicated to selling vapes, pods, and accessories, with some groups boasting tens of thousands of members and daily posts. Sellers frequently use anonymous or protected social media accounts, while buyers often use their real profiles, sometimes displaying student identification. This hidden market operates despite regulations, with sellers advertising "Ship full map" and 24/7 availability.

Dr. Ha Anh Duc, Director of the Department of Medical Examination and Treatment Management and Head of the Fund for Prevention and Control of Tobacco Harms, highlighted the danger of young people believing e-cigarettes are safer or help quit smoking. This perception contradicts the WHO's slogan for National No Tobacco Day: "Unmasking the artificial appeal – Act to reject nicotine addiction and tobacco."