By Chyung Eun-ju and Joel Cho
Chyung Eun-ju
During our latest visit together to Brazil, we noticed an unexpected difference in the consumption of one of the trendiest products of recent years — vapes. While exploring the city’s vibrant nightlife, we observed that the trend of electronic cigarettes had taken off in Brazil, much like it has in South Korea. Street vendors were readily offering vapes in bustling neighborhoods, but it was not long before we learned of a key difference between South Korea and Brazil regarding these products.
In South Korea, vapes resembling colorful toys or trendy accessories have become a common sight, creating an approachable image that belies their role as nicotine delivery devices. While South Korea and Japan embrace a flourishing e-cigarette market, Brazil has taken a starkly different approach. On April 19, the Brazilian Health Surveillance Agency (Anvisa) upheld its long-standing ban on the manufacture, sale, import and advertising of e-cigarettes, initially imposed in 2009. Despite this restriction, an estimated 4 million Brazilians currently vape, as products remain widely accessible in stores and online.
Anvisa’s decision followed a public consultation, citing rising rates of underage vaping, addiction concerns, insufficient long-term health data and risks to Brazil’s globally recognized tobacco control efforts. Anvisa also pointed to the World Health Organization's recommendation for countries to prohibit e-cigarettes to safeguard public health. However, groups like ABIFUMO argue that a regulated market could better ensure product safety and limit access for minors, as is done in over 80 other countries. Philip Morris Brasil echoed these concerns, suggesting that Brazil’s prohibition fuels an unregulated market without quality control.
Joel Cho
South Korean health advocates echo some of Brazil's concerns. They are calling for e-cigarettes to be classified as tobacco products to bring them under stricter regulations. Currently, e-cigarettes fall outside the Tobacco Business Act, exempting them from health warnings and tobacco taxes. This regulatory gap has contributed to a spike in unmanned vape shops in Seoul, which often lack proper age verification measures. A recent government survey reported that these stores have quadrupled in number since April.
Moreover, data from the Korea Disease Control and Prevention Agency shows that between 2019 and 2023, about 30 percent of young smokers began with e-cigarettes, with 60 percent later transitioning to regular ones.
Understanding the different forms of smoking methods further highlights the regulatory challenges faced by each country. Traditional cigarettes, heated tobacco products and liquid e-cigarettes each use distinct processes: traditional cigarettes burn whole tobacco leaves and heated tobacco products grind and heat compacted tobacco sticks, while liquid e-cigarettes vaporize nicotine-infused liquid using an electric coil. The primary distinction is that liquid e-cigarettes don’t involve combustion, underscoring the complex landscape governments navigate in managing these products.
A few years ago, the U.S. Food and Drug Administration (FDA) stated that, according to the data, the aerosols from approved products are much less harmful than those from combustible cigarettes. The agency concluded that the potential advantages for smokers who fully switch or greatly cut down on their cigarette consumption surpass the risks posed to young people.
The FDA approving a vaping product is significant, as it is in the interest of public health. This decision could help adult consumers and health advocates recognize the harm reduction benefits provided by these and other smoke-free alternatives.
However, the striking appearance of new disposable e-cigarettes seems to reflect a shift in how some young people view vaping. Public health experts worry that the whimsical designs of these devices may serve as enticing disguises for nicotine products. Physicians warn that nicotine is particularly addictive for young individuals, and studies indicate that teenage vapers face risks of both immediate and long-term lung damage.
Juul, the once-dominant e-cigarette, was often used by teenagers seeking discretion, making it easy to hide from teachers and parents. Today, newer toy-shaped e-cigarettes, like Nasty Bar, are becoming commonplace accessories among teenagers, who are less concerned about concealing their vaping habits. As one young user remarked, “Everybody vapes, so it’s no longer something to hide, rather I like to show it off.”
While the legalization of vaping poses potential advantages in reducing health harms for adult smokers, it still presents significant dangers for young people. The allure of colorful, playful vaping devices not only captivates youth but may also lead them down a path of nicotine addiction, potentially serving as a gateway to smoking. Striking a balance between harm reduction for adult smokers and protective measures for young people is crucial. As governments grapple with these challenges, clear regulations and education around the risks of vaping are essential to safeguard the health of future generations.
According to a report from Observatorio, research conducted by the Federal University of Pelotas has revealed a concerning trend: one-fifth of young Brazilians in the state of Rio Grande do Sul use e-cigarettes. This survey highlights the growing popularity of these devices, particularly among young people aged 18 to 24. In Brazil, the proportion of minors who have tried e-cigarettes stands at 16.8 percent, significantly higher than the 7 percent reported in the United Kingdom.
Despite the absence of regulation in Brazil, e-cigarettes are readily available on the streets, as we were able to observe on a casual night out around town. Experts suggest that this unrestricted access contributes to increased risks for users. The lack of oversight allows for unchecked entry of these products into the country, fuels the illicit market and raises concerns about the substances contained within these devices. Additionally, while e-cigarettes are unregulated in Brazil, they have become increasingly popular among the youth, leading to a concerning culture of experimentation that may have long-term health consequences.
In contrast, South Korea has adopted stricter regulations on e-cigarettes, especially in response to rising youth usage. Recently, Gangdong District of Seoul conducted extensive inspections of e-cigarette retailers, targeting 35 establishments and emphasizing the seriousness of e-cigarette use among teenagers. A public seminar was also held to raise awareness about the risks associated with e-cigarettes, highlighting that these products can often resemble everyday items, making them more appealing to young users.
Previous studies indicate that in countries with regulations, the proportion of consumers under the age of 18 is lower than in Brazil. For instance, while 16.8 percent of Brazilian minors have experimented with e-cigarettes, only 7 percent of their U.K. counterparts have done so. This disparity underscores the potential impact of regulation on youth smoking rates. In South Korea, research has shown that e-cigarettes and flavored tobacco serve as a starting point for teenagers, making them more likely to transition to traditional cigarettes later.
Furthermore, research from regulated countries shows that only 1 percent of youths who try e-cigarettes continue using them. Alessandra Bastos, a researcher, expressed frustration over the limitations on health studies regarding e-cigarettes in Brazil. “Why can't I conduct health studies on e-cigarettes in Brazil? Because even the import of this product is prohibited for research purposes,” she stated.
Both South Korea and Brazil must take decisive action to protect the health of their young population. As these countries navigate the complexities of e-cigarette regulation, implementing clear guidelines and fostering public awareness will be critical. While Brazil may benefit from exploring a regulated market that prioritizes safety and limits youth access, South Korea must continue to strengthen its regulatory framework to address the challenges posed by a rapidly evolving vaping landscape. Although both of these nations have adopted different approaches to the popularization of e-cigarettes, in both cases, by prioritizing the health of young people, they can take significant steps toward a healthier future.
Chyung Eun-ju ([email protected]) is a marketing analyst at Career Step. She received a master's in marketing from Seoul National University. Joel Cho ([email protected]) is a practicing lawyer specializing in IP and digital law.
English (United States) ·