Online Marketing of E-cigarettes and Heated Tobacco Products on Brand Websites in Vietnam

Vietnam does not currently regulate the sale of e-cigarettes or heated tobacco products (HTPs). The state-owned Vietnam Tobacco Corporation is the only entity allowed to import e-cigarettes and HTPs but is not currently doing so as of February 2024.

We examined the product characteristics and marketing strategies used on seven e-cigarette or HTP brand websites targeting Vietnamese consumers and found devices and cartridges marketed on the sites along with advertising appeals, marketing messages such as claims about the brand or the product, and promotion strategies.

Our fact sheet shows the breadth of these messages. See the Vietnamese version here.