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A vape ban in Malaysia appears inevitable, despite the sector’s rapid growth in recent years and its contributions to employment and tax revenue.
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Could this be the bleak future of Malaysia’s vape sector? Photo credit: ChatGPT
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Airscream’s flagship AirsPops family comprises various models. Photo credit Airscream UK Ltd.
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The Airspops series is particularly popular in the UK. Photo credit Airscream UK Ltd.
With vapes soon being outlawed in Malaysia, the country joins a growing number of its Southeast Asian neighbors.
Malaysia is on the brink of a sweeping prohibition on vaping, with the government confirming that the ban will take effect sometime between mid-2026 and the end of that year at the latest. Health minister Dzulkefly Ahmad has stressed that the decision is inevitable, declaring that the question is no longer “if” but “when.” This looming policy shift is set to reshape the country’s nicotine landscape, disrupt a thriving industry, and raise pressing questions about enforcement, public health, and consumer demand.
A government determined to act
The Health Ministry has made it clear that the cabinet has agreed in principle to a nationwide ban. Dzulkefly Ahmad told Singapore’s The Straits Times newspaper that the policy reflects growing concerns over vaping’s impact on public health, particularly among youth. He emphasized that the ban will be phased, beginning with open-system devices before extending to all vape products.
Local media such as The Star daily newspaper reported that an expert committee has already submitted recommendations, and the ministry is preparing a cabinet memorandum to push the ban forward. The phased approach is the result of the government’s recognition that vaping has become deeply entrenched in Malaysian society. By targeting open systems first, regulators hope to curb the availability of customizable devices that allow users to manipulate nicotine levels and flavors, which are particularly popular among younger consumers.
Public health concerns driving the ban
In the run-up to the ban, officials have consistently argued that vaping poses risks similar to smoking, with added dangers of youth access and illicit trade. Enforcement challenges have been highlighted by The Straits Times, which reported that illegal high-nicotine vapes are still openly sold in Klang Valley – the focal area of the country’s vape industry — despite existing laws. Dzulkefly Ahmad has warned that vaping could create a “new epidemic of nicotine addiction” if left unchecked, The Straits Times wrote.
The government’s position is bolstered by studies showing that flavored disposable vapes are especially appealing to teenagers. Public health advocates argue that without decisive action, Malaysia risks replicating the youth vaping crisis seen in countries such as the United States.
Meanwhile, Malaysia’s vape industry, estimated to serve 1.4 million users, is bracing for impact. Retailers fear closures, while consumers worry about losing access to regulated alternatives. Singapore’s Channel NewsAsia (CNA) noted in a recent report that vape shops in Kuala Lumpur, often disguised as cafes, may be forced to shut down once the ban takes effect.
Tobacco Asia contacted several local industry associations and advocacy groups to gather perspectives on the impending ban. Among them were the Malaysian E-Vaporizers and Tobacco Alternative Association (MEVTA), established in 2014 as a professional alliance of manufacturers, traders, and users; the Malaysian Vape Industry Advocacy (MVIA), which focuses on long-term sustainability and public advocacy; and the Vape Consumer Association of Malaysia (VCAM), which describes itself as “the country’s voice for e-cigarette users in Malaysia, an association for vapers, by vapers, promoting favorable regulations for the professionalization of the industry.”
Only one of these associations initially responded to Tobacco Asia’s interview requests but later retracted. The websites of others were no longer active, and their Instagram, Facebook, and LinkedIn pages had not been updated in months. This silence underscores the sensitivity of the issue and the reluctance of industry groups to speak publicly about a ban that could dismantle their sector.
Brands retreat into the shadows
The same pattern emerged among local vape brands. Tobacco Asia reached out to companies including Kardinal, Nasty Juice, Vape Empire, Volt Bar, VIXnow, Project Ice, Medusa Juice, AIRSCREAM, NCIG, Monsta Vape, and Tasty Fruity. While Volt Bar initially expressed interest in an interview, the company did not follow up. The only firm that eventually came through was Airscream, which conducted its interview through its EU division. This lack of engagement highlights the precarious position of local brands. Many appear unwilling to risk public comment on a policy that could end their operations, preferring instead to remain silent or withdraw from public advocacy altogether.
Unlike many of its peers, AIRSCREAM agreed to speak openly with Tobacco Asia. Mykola Kuzemko, head of EU operations for the AIRSCREAM group’s nicotine division, explained why the firm has avoided domestic sales: “We have not marketed our flagship AirsPops products in Malaysia due to ongoing legislative uncertainties over the years. Our Malaysia headquarters functions solely as a shared-services hub supporting our global operations.”
Kuzemko was candid about the risks of a blanket ban. “Broad prohibitions,” he told Tobacco Asia, “can sometimes overlook the distinction between responsible adult consumers and the specific issues regulators are trying to address… sudden bans can accelerate illicit trade, reduce product oversight, and shift consumers toward unregulated channels.” He argued that proportionate regulation would be more effective if “a well-regulated, strictly enforced framework can address misuse while preserving oversight, traceability, and compliance.”
AIRSCREAM’s position reflects a broader industry concern that prohibition may backfire. Kuzemko emphasized that enforcement and accountability mechanisms, such as age verification, retail licensing, and product standards, could be more effective long-term tools than outright bans. He also stressed that regulatory change should be viewed as part of an ongoing recalibration process rather than an attempt to “destroy” an industry.
The broader industry impact
For companies that do operate domestically, the ban could be devastating. Brands such as JUES, RELX Malaysia, BAE Vapor, Kardinal and dozens of others, which have built strong consumer bases locally, face the prospect of shuttered retail outlets and disrupted supply chains. Analysts have warned that demand for vape devices and e-juice will not simply vanish overnight. Instead, it is likely that products migrate to underground channels.
This shift could well undermine public health objectives by exposing consumers to unregulated products with questionable safety standards. The economic consequences also could be significant. Malaysia’s vape industry has grown rapidly in recent years, contributing to employment and tax revenues. A sudden ban risks wiping out these gains, leaving thousands of workers without jobs and investors with stranded assets.
Critics of the ban argue that it is inconsistent to outlaw vaping while cigarettes remain legal. Industry sources point out that vaping has become a multi-billion-dollar global sector, and Malaysia’s prohibition risks cutting off a growing revenue stream. Yet the government insists that public health must take precedence. Officials have cited examples from India, Thailand, and Australia, where similar bans or restrictions were implemented, often justified by concerns over youth access and environmental impact.
This inconsistency has fueled debate among consumers and advocacy groups. Many vapers argue that they turned to e-cigarettes as a harm-reduction tool, helping them quit smoking. By banning vaping while allowing cigarettes to remain on the market, critics say, the government risks pushing former smokers back to combustible tobacco.
Enforcement challenges ahead
Once the ban is enacted, enforcement will be a formidable challenge, of course. Malaysia has long struggled with illicit cigarette trade, and experts warn vaping could follow the very same path. Without strong accountability mechanisms in firm place, the prohibition may simply drive the industry underground. Airscream’s Mykola Kuzemko underscored this point, noting that “legislation without clear accountability and consistent enforcement often fails to achieve its intended outcomes.” Malaysia’s government will need to invest heavily in enforcement capacity, including customs checks, retail inspections, and online monitoring. Without these measures, the ban may turn symbolic rather than effective.
A market in transition
Industries rarely disappear overnight, and Malaysia’s vape sector is unlikely to be an exception. It’s safe to assume that the market will adjust, with compliant businesses forced to exit and informal players filling the void. Investment and hiring are already being affected by uncertainty, and long-term planning has become difficult. As Kuzemko put it, “Regulatory change may reshape the market, but it ultimately favors businesses that are structured, accountable, and built for the long term.”
This transition will test the resilience of Malaysia’s regulatory system. If the government can enforce the ban effectively, it may succeed in reducing youth access and protecting public health. If not, the country could unwittingly create a thriving black market that undermines both health and safety.
The road ahead for Malaysia’s vape industry
Malaysia’s impending vape ban reflects a decisive public health stance, but its success will depend on enforcement and regulatory clarity. While companies like Airscream remain unaffected domestically, the broader industry faces existential challenges. The coming months will reveal whether prohibition can truly curb youth access and protect public health -- or whether it will simply drive the trade underground, repeating the cycle seen with illicit cigarettes.
Vietnam’s Vape Ban
Malaysia is not alone. Vietnam likewise has banned the sale, possession, and use of e-cigarettes and heated tobacco products since March 1, following amendments to the country’s Investment Law. The National Assembly added these products to the list of prohibited business activities, alongside narcotics and prostitution. The move was built on a 2025 resolution that outlawed production, trading, import, and use of such products. While transitional arrangements allow certain export-only projects that were approved before January 1, 2025, domestic sales are now strictly forbidden. The World Health Organization (WHO) welcomed the decision, warning that exemptions would weaken enforcement and undermine Resolution 173. Vietnam’s ban places it among the most restrictive markets in Asia, joining countries like Thailand and India that have already imposed outright prohibitions. And it will soon be joined by Malaysia, too, effectively expanding the illustrious circle even further.
Citations: The Straits Times (Malaysia vape ban statements), The Star (Cabinet memorandum and expert committee recommendations), CNA (impact on vape shops in Kuala Lumpur)