As youth vaping rates climb in Malaysia, Professor Dr Wee Lei Hum examines how the vape industry’s calculated tactics target young people, putting a new generation at risk of nicotine addiction and long-term health consequences.
WORDS PROFESSOR DR WEE LEI HUM
 FEATURED EXPERTPROFESSOR DR WEE LEI HUM School of Medicine Faculty of Health & Medical Sciences Taylor’s University |
Every year in May, the world observes ‘World No Tobacco Day’, an initiative by the World Health Organization (WHO) to raise awareness about the dangers of tobacco and nicotine use.
This year’s theme, “Unmasking the Appeal: Exposing Industry Tactics on Tobacco and Nicotine Products” is especially relevant as it reveals how the tobacco and nicotine industries target young people through manipulative marketing tactics to fuel addiction.
A RAPID RISE IN E-CIGARETTE USE
In Malaysia, e-cigarette use has soared.
- In 2011, only about 0.8% of the population vaped, roughly 262,000 people.
- By 2023, this number had surged to 5.8%, an estimated 1.4 million users.
Amongst teenage girls, the rise is particularly alarming.
- In 2017, 2.8% of girls, around 34,000, aged 13-17 vaped.
- By 2022, the percentage had more than doubled to 6.2%, which translated to over 64,000 girls.
- That is nearly four times higher than those who smoked traditional cigarettes, which stood at 1.7%.
This surge reflects a deeply concerning shift in how nicotine is reaching young Malaysians.
What was once an adult-targeted cessation tool has now become a trendy, youth-driven product.
This rise is no accident, it is the result of aggressive, deliberate marketing campaigns that frame vaping as fashionable, harmless, and safe.
FLAVOURS, TECH, AND SOCIAL MEDIA
Vaping today is sleek, flavoured, and digitally glamorized.
- E-cigarettes in Malaysia are available in youth-friendly flavours such as bubble gum, candy, and mango.
- They are promoted through tech-inspired devices and influencer-driven content on platforms such as Instagram and TikTok, presenting vaping as a lifestyle accessory rather than a health risk.
These are not just marketing ploys; they are psychological tactics.
- Influencers flaunt their devices, perform vape tricks, review flavours, and reinforce the myth that vaping is harmless fun.
- This is how addiction begins, with curiosity, peer validation, and the illusion of control.
WHO warns that these tactics are not just misleading but predatory, designed to exploit teenage curiosity and peer pressure to hook a new generation on nicotine.
“I CAN QUIT ANYTIME!” — A COSTLY MISCONCEPTION
Many young people believe that they can quit vaping at any time. But research says otherwise.
Nicotine is highly addictive, especially to developing brains.
- It alters brain chemistry, affecting memory and attention.
- It increases the risk of anxiety, depression, and future substance abuse.
Malaysia is already witnessing consequences such as cases of seizures, breathing difficulties, and even death among youths linked to nicotine overdose or contamination in vape liquids.
A Missed OpportunityIn 2023, Malaysia made progress by passing the Control of Smoking Products for Public Health Act 2024, a significant step forward in regulating both traditional tobacco and electronic cigarettes. However, a key element was removed, the Generational End Game (GEG) clause, which would have banned the sale of nicotine products to anyone born after 2007. GEG could have protected future generations from addiction. Its removal was a missed opportunity. Without firm enforcement, especially of online sales, age verification, and advertising bans, the law risks becoming ineffective. |
A MESSAGE FROM WHO: BAN FLAVOURS, EXPOSE TACTICS, PROTECT YOUTH
WHO urges governments to ban youth-targeted flavours and to expose how the industry manipulates public perception for profit.
Malaysia must take this seriously as we cannot let addiction define the health of our future generations.
Enforce the Control of Smoking Products for Public Health Act 2024
- This ensures that retailers, especially online sellers, strictly adhere to age verification, remove promotional content, and are held accountable for violations.
- The GEG policy (see above) must be reinstated to protect future generations from nicotine addiction.
Ban Flavoured Vape Products
- Flavoured vape products are unnecessary for adult smoking cessation and dangerously attractive to youth.
- Curb the spread of vape-related content on social media by collaborating with tech companies to limit exposure to minors.
- Launch counter-campaigns to debunk myths and share real health risks.
Educational Initiatives
- Education is key. Teachers and parents should be taught to identify signs of vaping, communicate effectively with youths, and support quitting efforts.
- Schools should implement structured anti-vape programmes such as Kesihatan Oral Tanpa Amalan Merokok (KOTAK), to assist students in quitting smoking and vaping.
- Youth-centric cessation support must be prioritized to offer counselling and treatment without judgement.
A WAKE-UP CALL
‘World No Tobacco Day 2025’ is more than symbolic, it is a wake-up call.
Let us not be the generation that stayed silent while our youth were targeted.
If we do not act now, we risk turning a generation’s health over to an industry that profits from addiction.
| This article is part of our series on smoking, vaping, the effects of these activities on our health, and how to quit the habit. |
