Thailand’s Cabinet has taken a decisive step to safeguard young people from the rising threat of e-cigarettes, approving a comprehensive set of measures on May 21, 2025, aimed at curbing the allure and accessibility of vaping. Announced by Deputy Government Spokeswoman Sasikarn Watthanachan, the five-point plan endorsed by the National Health Commission signals a robust policy shift to address a growing public health concern in the kingdom, where vaping remains illegal yet increasingly prevalent among youths.
A Multi-Pronged Approach to Combat Vaping
The Thai government’s strategy, rooted in international frameworks like the World Health Organization Framework Convention on Tobacco Control and the UN Convention on the Rights of the Child, focuses on education, enforcement, and community engagement. The measures come as health officials warn of the long-term risks associated with e-cigarettes, including nicotine addiction and potential respiratory harm, particularly for adolescents whose physical and mental development can be severely impacted.
The first measure targets schools, declaring them e-cigarette-free zones. Educational institutions will integrate lessons on the dangers of vaping into their curricula and organize activities to raise awareness among students. This initiative aims to equip young people with the knowledge to resist peer pressure and marketing tactics that often glamorize vaping as a trendy lifestyle choice. 
Beyond the classroom, the second measure extends awareness efforts to the broader public. Nationwide campaigns will highlight the health risks of e-cigarettes, supported by public relations materials designed to reach diverse demographics. From urban centers like Bangkok to rural communities, the goal is to foster a cultural rejection of vaping as a normalized behavior.
Strengthening Enforcement and Monitoring
Recognizing that education alone is insufficient, the third measure emphasizes stricter monitoring and law enforcement. New regulations will target media outlets, ensuring that broadcast content does not promote e-cigarettes. Guidelines will be provided to producers of television programs and films to prevent the glamorization of vaping on screen—a subtle yet powerful influence on impressionable viewers. Additionally, authorities will conduct biennial surveys to track the availability of e-cigarettes, aiming to identify and disrupt supply chains that often operate through illicit online platforms.
The fourth measure focuses on building partnerships with private and local entities to combat vaping at a grassroots level. Logistics companies, for instance, will be reminded of the illegality of transporting e-cigarettes, a critical step to curb online sales that have flourished despite Thailand’s ban on vaping products since 2014. Local administrations will also play a key role by launching tailored campaigns to protect children in their jurisdictions, ensuring that anti-vaping messages resonate with community values and concerns.
Policy Alignment with Global Standards
The final measure reaffirms Thailand’s commitment to aligning its anti-vaping policies with international obligations. Government agencies are mandated to adhere to guidelines under global treaties and domestic laws like the Children Protection Act B.E. 2546 (2003). This policy cohesion underscores a broader vision of public health that prioritizes the well-being of future generations over short-term commercial interests. As Deputy Spokeswoman Sasikarn Watthanachan stated, “government agencies concerned would be ordered to enforce the five measures accordingly” to ensure a unified and effective response.
While e-cigarettes are often marketed as a safer alternative to traditional tobacco, health experts caution that the long-term effects remain largely unknown. Studies cited by the National Health Commission suggest that vaping can serve as a gateway to smoking conventional cigarettes, particularly among teens. In Thailand, where smoking rates have historically been high despite aggressive anti-tobacco campaigns, the rise of vaping poses a new challenge to decades of public health progress.
Challenges in Implementation
Despite the Cabinet’s approval, implementing these measures will not be without hurdles. Thailand’s ban on e-cigarettes, enforced under the Export and Import of Goods Act and the Customs Act, has faced criticism for being inconsistently applied. Tourists and locals alike have been caught with vaping devices, often unaware of the strict penalties that can include fines or imprisonment. A 2023 report by the Thai Health Promotion Foundation noted that e-cigarettes remain widely available through black markets and online vendors, highlighting the difficulty of policing a product that is both portable and discreet.
Moreover, the cultural perception of vaping as a modern, less harmful habit complicates public education efforts. In urban areas like Bangkok and Chiang Mai, vaping has gained traction among young professionals and students who view it as a status symbol. Changing these attitudes will require sustained, creative campaigns that resonate with tech-savvy younger generations often targeted by e-cigarette manufacturers through social media and influencer marketing.
Enforcement challenges are compounded by the global nature of the vaping industry. Many e-cigarette products are imported illegally from neighboring countries or ordered online from international suppliers, evading local regulations. Thai authorities will need to collaborate with regional partners and strengthen border controls to stem the influx of these products—a task that demands significant resources and coordination.
Public and Expert Reactions
Public health advocates have largely welcomed the Cabinet’s decision, viewing it as a proactive step to protect vulnerable populations. Dr. Prakit Vathesatogkit, a prominent tobacco control expert in Thailand, praised the measures as “a necessary intervention to prevent a new generation from falling into nicotine addiction” during a recent interview with a local outlet. However, some activists argue that the government must also address the root causes of youth vaping, such as mental health issues and social pressures, rather than focusing solely on prohibition and education.
Among parents and educators, there is cautious optimism. A Bangkok-based teacher, who requested anonymity, expressed hope that designating schools as e-cigarette-free zones would deter students from experimenting with vaping. Yet, she noted the pervasive influence of online platforms, saying, “Kids see vaping everywhere on social media—it’s hard to compete with that kind of exposure.”
On social media platforms like X, opinions vary. Some users applaud the government’s focus on youth protection, while others criticize the measures as overly restrictive, arguing that adults who use vaping as a smoking cessation tool may be unfairly impacted. Posts from accounts tracking public health policy in Thailand suggest a polarized debate, with hashtags related to vaping bans trending alongside discussions of personal freedoms.
Regional Context and Global Implications
Thailand’s anti-vaping stance places it among a growing number of Southeast Asian nations grappling with the rise of e-cigarettes. Singapore, for instance, has enforced a complete ban on the possession, use, and sale of vaping products since 2018, with hefty fines for violators. Malaysia, on the other hand, has taken a more regulatory approach, legalizing certain nicotine products under strict conditions while debating further restrictions. Thailand’s latest measures may influence neighboring countries to adopt similar youth-focused policies, potentially shaping a regional consensus on vaping as a public health threat.
Globally, the debate over e-cigarettes remains contentious. In the United States and parts of Europe, vaping is often promoted as a harm reduction tool for adult smokers, with regulatory frameworks allowing controlled sales. Critics of Thailand’s hardline approach may argue that a regulated market could better balance public health goals with individual choice. However, Thai officials appear steadfast in prioritizing prevention over harm reduction, particularly for younger demographics.
Looking Ahead
As Thailand rolls out these five measures, the effectiveness of the campaign will hinge on sustained funding, public buy-in, and adaptive enforcement strategies. Questions linger about how the government will address the digital marketplaces that fuel vaping’s accessibility and whether educational initiatives can keep pace with evolving youth culture. For now, the Cabinet’s decision marks a significant commitment to shielding the next generation from a public health challenge that shows no signs of abating.
