E-Cigarette and Heated Tobacco Product Marketing and Appeals on Retailer Websites in Vietnam

This study examined e-cigarette and heated tobacco product (HTP) retailer websites in Vietnam and identified common marketing strategies and appeals used. The broad range of e-cigarette and HTP products and marketing tactics found on retailer websites in Vietnam, including flavors like fruit and products mimicking toys, likely attract youth. 

In November 2024, Vietnam’s National Assembly approved a ban on the production, sale, import, storage, transportation, and use of e-cigarettes and HTPs, effective January 2025. These findings are in line with the need for such policies and emphasize the importance of implementation, enforcement, and monitoring to prevent youth exposure to product marketing.