Tobacco corporation British American Tobacco (BAT) has introduced its Vuse brand disposable e-cigarette into Malaysia’s vaping market, following the country’s removal of nicotine liquid from a list of poisons. Vuse’s launch comes amidst surging interest from major tobacco companies seeking to expand into vaping as cigarette sales decline globally. However, health advocates have raised concerns around the product’s appeal to youth and the lack of vaping regulations in Malaysia.
Vuse Disposable Vape Now Sold Nationwide
BAT Malaysia has rolled out its Vuse GO MAX disposable vaping device, containing up to 1,500 puffs and retailing at RM22. Vuse is available in flavors like mango, strawberry, mint, tobacco, and grape.
Initially, BAT only sold Vuse in convenience stores and petrol stations in the Klang Valley and Penang. But the company has rapidly expanded distribution through e-commerce platforms Shopee and Lazada, making the disposable vape available nationwide.
BAT Capitalizes on Malaysia’s Vaping Market Opening
BAT’s product launch follows the Malaysian government’s decision in March 2022 to remove liquid nicotine from the country’s list of poisons, effectively legalizing nicotine vaping. The policy change aimed to allow taxation of vaping liquids, but occurred without enacting vaping regulations.
Citing the potential for youth uptake, health groups have challenged the delisting of nicotine in court. But tobacco companies like BAT seized the opportunity to enter the now wide open, exponentially growing Malaysian vaping market. The vapor category provides a means to offset declining cigarette sales.
Disposable Vapes Raise Concerns of Youth Appeal
Cheap, discreet, and available in youth-friendly flavors like mango and strawberry, disposable vapes have faced criticism as intrinsically appealing to adolescents. BAT emphasizes Vuse targets only adult smokers seeking alternatives.
But health advocates argue the lack of vaping laws in Malaysia enables irresponsible marketing and unfettered access to products like Vuse with high nicotine concentrations. This risks addicting a new generation of youth to nicotine, they warn.
Calls for Urgent Vaping Regulations
Malaysia’s government aims to soon pass a vaping control bill establishing a minimum purchase age and other rules. But legislative delays allowed the proliferation of vapes from major brands before protections took effect.
Health groups now demand urgent legal measures to rein in industry marketing, limit nicotine levels, and restrict sales. Otherwise, advocates argue, companies will continue exploiting the regulatory vacuum to boost profits, regardless of public health impacts from youth uptake.
BAT maintains Vuse targets only adult smokers in Malaysia. But regulators face pressure to quickly mandate responsible vaping practices, before usage normalizes among non-smoking adolescents.
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