Research data from the University of Public Health, released on April 9, 2026, reveals a pivotal shift in the management of next-generation tobacco products (e-cigarettes and heated tobacco) in Vietnam. Since Resolution 173/2024/QH15 took effect, public promotional activities on social media have significantly declined, yet more sophisticated and clandestine methods have emerged.
Shifts across digital platforms:
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Facebook: Direct sales content has dropped sharply, replaced by a rise in warning posts and legal information (accounting for 65–77% of total reach).
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TikTok & YouTube: The proportion of advertising videos fell from over 75% to approximately 44%. Content focusing on health risks and legal penalties has become more prominent.
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Search volume: Total queries related to e-cigarettes decreased by nearly 20% compared to 2024, suggesting that legal barriers have successfully deterred potential new users.
Emerging challenges: While general keywords have cooled down, searches for specific brands and purchasing locations remain steady, indicating that existing users are migrating to private transaction channels. Notably, the study warns of e-cigarettes being exploited to distribute illicit substances, with searches for products containing THC skyrocketing from zero to 36,000 hits within a single year.
The report recommends that authorities shift their monitoring focus from public platforms to informal digital environments and private groups. Additionally, it calls for stricter supply chain controls in major urban areas to curb disguised trading activities.
Source: https://healthcareinsights.vn/vietnam-suspends-new-food-safety-regulations/