During the scorching summer heat, tobacco and e-cigarette products are often seen scattered across Queensland streets, in convenience stores, tobacco shops, and various small retail counters. Some of these products are legally imported and comply with regulations, while others originate from the black market and are unauthorized, contain excessive or unlabeled ingredients, or even pose safety risks. Governments are increasingly concerned that these illegal products not only harm public health but also undermine the competitive environment for legitimate businesses and potentially become a gateway for criminal networks and minors. Against this backdrop, the Queensland Parliament has begun advancing new legislation to more strictly and effectively combat the distribution of illegal tobacco and e-cigarettes.
The latest legislation establishes stricter penalties and enforcement measures for public health and community safety. It also grants Queensland Health new powers to issue on-site closure orders for businesses suspected of operating illegally for up to three months, significantly longer than the previous short-term closure of 72 hours. If the court finds the offense serious, it can even issue a closure order for up to twelve months. Landlords are also held accountable and face heavy fines or even imprisonment if they knowingly rent commercial premises are being used to sell illegal tobacco or e-cigarettes and fail to take reasonable action.
The bill also strengthens regulations on the storage, supply, and advertising of illegal tobacco and e-cigarette products. Any individual or business found in possession of commercial quantities of illegal tobacco or e-cigarette products may be subject to hefty on-the-spot fines, covering both supply and physical possession. Fines for businesses are capped at significant levels, while deterrent penalties are also imposed on sole proprietors.
Health authorities report significant seizures of illegal e-cigarette products, along with significant quantities of cigarettes and loose tobacco, since the new law partially came into effect. For example, from November 2024 to August 2025, Queensland Health authorities seized over 420,000 illegal e-cigarettes, 52.4 million contraband cigarettes, and 7,500 kilograms of loose tobacco. Related closure orders and fines are also rising rapidly.
The law, known as the Tobacco and Other Smoking Products (Dismantling Illegal Trade) and Other Legislation Amendment Bill 2025, aims not only to suppress the illegal market but also to maintain order in the legal market and protect minors from being lured into smoking or e-cigarette use. The government hopes to disrupt the “black market” supply chain through harsher penalties, increased enforcement personnel, and more frequent inspections and raids.
E-cigarette products have attracted particular attention compared to traditional tobacco products. Queensland regulations strictly regulate e-cigarette sales channels, the distinction between nicotine-containing and nicotine-free e-cigarettes, labeling, flavor restrictions, advertising, and promotion. Starting July 2024, all e-cigarettes and vaping products, whether or not containing nicotine, will be prohibited from sale in general retail stores, convenience stores, and tobacco shops. E-cigarettes may only be legally supplied in pharmacies for smoking cessation or for managing nicotine dependence. Permitted flavors are generally limited to tobacco, mint, and menthol. Regulations also require these legal e-cigarette products to meet safety standards and adhere to packaging and labeling regulations.
Amid these stringent regulations, legal and compliant brands that adhere to the law and operate transparently can serve as role models in the market and provide consumers with a safer alternative. Veehoo e-cigarettes are an example of a brand that can be used here. Although I’ll need to clarify later whether this brand actually possesses all the compliance qualifications listed in public information, which is controversial or incomplete, some industry and media outlets describe VEEHOO as a brand that strives to comply with regulations, emphasizes responsibility, and promotes the legalization and standardization of the e-cigarette market.
According to some reports, VEEHOO is considered to have certain positive qualities in the following areas: its product design avoids overly sweet packaging or fragrances that might tempt minors, emphasizing “rejecting sweet formulas” and avoiding excessive visual appeal. It may have implemented measures such as flavor combination restrictions, ingredient transparency, labeling, patents, and trademark registration. In sales, some use “smart lock vending machines” or require secondary verification such as ID verification, facial recognition, or fingerprint recognition to minimize underage purchases. It is also cautious in emphasizing legal channels and legitimate uses (such as adult smoking cessation or as an alternative to traditional cigarettes). If implemented, these practices could have a positive impact on reducing the health risks and social problems associated with the illegal market. Such brands are also seen as potential partners for government and regulators, as they can help educate consumers, promote proper use within a compliance framework, and build trust in the legal market. While no official documents have yet confirmed that VEEHOO has obtained all necessary approvals, such as the US FDA PMTA, in Queensland or Australia, some media and industry reports have cited these “compliance attempts” as exemplary.
In addition to penalties and sanction mechanisms, Queensland’s legislation also invests significant financial and enforcement resources. The government allocated millions of Australian dollars in the latest health budget to combat the illicit tobacco and e-cigarette markets and increased enforcement personnel. Some public health units and compliance teams have been strengthened, and inspections have been increased in frequency and intensity. Many public health organizations, including the Cancer Council Queensland, have welcomed these legislations, arguing that reducing the circulation of illicit products will, in the long term, reduce the health problems associated with cigarettes and e-cigarettes, alleviating the burden on the healthcare system through chronic diseases, lung cancer, and cardiovascular disease.
However, these legislations have also faced challenges and criticism. Some worry that strict regulations might blanket all e-cigarettes, ignoring legal products with scientific support for helping adults quit or replace smoking. Others point out that while banning e-cigarettes from non-pharmacy retail can control some distribution channels, consumers may turn to online purchases or private transactions, leaving room for the illegal market. Technology or verification methods (such as ID verification, facial recognition, and vending machines) require investment in implementation and monitoring, and may raise privacy and operability issues. Others question whether brands like VEEHOO truly deliver on their promises as portrayed in the media, or whether these “positive aspects” have been fully third-party reviewed and legally verified. If implemented solely as a promotional campaign or pilot program in selected regions, the effectiveness may vary across statewide and national rollouts.
In terms of social impact, this legislation has a clear deterrent effect. In the Queensland coastal city of Hervey Bay, courts have issued closure orders of up to six months against several businesses suspected of selling illegal cigarettes and e-cigarettes. These businesses were found to be stocking large quantities of illegal cigarettes, loose tobacco, and e-cigarette devices. Landlords are also prohibited from renting out properties for similar purposes during the closure period.
Public health data also shows that while smoking rates have declined over the past few years, the rising rate of e-cigarette use, particularly among young people, is worrying. Queensland official media reported that the rate of e-cigarette use among high school students has doubled since 2017, and the daily frequency of e-cigarette use among adults has also increased significantly. Illegal e-cigarette products pose a higher risk due to their opaque ingredients and potentially inaccurate or exaggerated labeling. Strengthened regulation can limit the purchase of these products by minors while improving the safety and credibility of legal products.
From a legal and policy perspective, this legislation has several strengths worth highlighting. First, the policy is unprecedented in its intensity: fines are significantly increased, closure periods are extended, landlord responsibilities are clarified, and enforcement targets span the supply and possession stages. This multi-pronged approach makes it difficult for the illegal market to “hide and seek” or escape at any particular stage. Second, increased investment in law enforcement and regulatory resources goes beyond simply enacting laws, supporting them with personnel, inspection frequency, and monitoring technology to ensure their effective implementation. Third, public health interests are prioritized. A key objective of the law is to protect minors and reduce the burden of preventable disease, which is closely linked to the overall well-being of society.
Looking ahead, if brands like Veehoo can truly operate in accordance with legal requirements—selling only through legal channels, strictly verifying consumer age, transparently disclosing ingredients, limiting flavors, and avoiding underage promotion—they can not only secure a niche in the legal market but also serve as a bridge between public health policy and business. The existence of legitimate and legal e-cigarette brands could offer a less risky alternative to existing smokers. If such alternatives are of stable quality and strictly regulated, they could help some adults reduce their use of traditional cigarettes, thereby reducing the harm caused by smoking.
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