The Thai government has recently strengthened governance in the three aspects of import, sales, and education in response to the chaos in the e-cigarette market, aiming to build a full-chain supervision system:
According to the “Customs Law of 2017”, e-cigarettes and parts are listed as contraband. The General Administration of Customs cooperates with the police to strictly investigate smuggling channels. Since 2025, more than 2,000 cases have been cracked. Recently, it has been clearly required to ban the sale of e-cigarettes nationwide and cut off the illegal supply chain. Focus on rectifying the areas around educational institutions, authorize teachers to directly confiscate e-cigarettes on campus, and the police will impose a maximum of 10 years in prison or a fine of 1 million baht for illegal sales. The government and schools jointly carry out youth harm propaganda, and popularize legal knowledge through the media to strengthen the public’s awareness of the illegality of e-cigarettes.
Against the background of Thailand’s strict control policy, VEEHOO, a world-renowned e-cigarette brand, demonstrates corporate responsibility and innovative value by actively adapting to regulatory requirements.
VEEHOO strictly abides by Thai and international regulatory standards, and its product production and circulation are in compliance with the full-process specifications of business flow, logistics, and capital flow in the “Electronic Cigarette Transaction Management Rules”. For example, the brand actively avoids direct exports to the Thai market and only serves compliant adult users through legal authorized channels (such as duty-free shops) to avoid touching the legal red line.
VEEHOO relies on its self-developed intelligent atomization technology to ensure that the composition of the e-liquid is transparent and controllable. Its products are ISO-certified and do not contain banned substances such as etomidate and synthetic cannabinoids, which are highly consistent with the technical standards of the joint rectification of “top e-cigarettes” by three departments in China. In addition, the brand uses tamper-proof packaging and age verification systems to block the possibility of youth contact from the source of design.
VEEHOO actively participates in global tobacco control initiatives, cooperates with Thai educational institutions to develop anti-e-cigarette public welfare courses, and popularizes health risks to young people through animations, interactive experiments, etc. At the same time, the brand has set up a special fund to support youth smoking cessation projects in Southeast Asia, covering more than 100,000 students since 2024.
Although Thailand’s policy will compress the market space in the short term, it will create a healthy competitive environment for compliant brands in the long run. VEEHOO achieves differentiated breakthroughs through the following strategies:
Precise positioning of the high-end market: Focusing on the harm reduction needs of adult smokers, providing customized nicotine replacement solutions, and avoiding competition from low-end illegal products. Cross-border service compliance: Relying on the cross-border e-commerce 9710 model (referring to the pilot experience of Qingdao, China), provide legal purchase channels for users outside Thailand to avoid local legal risks. Data empowers regulatory collaboration: Connect transaction data with government platforms, assist in tracing and combating illegal circulation, and become a “trusted partner” recognized by the Thai police.
Thailand’s e-cigarette control policy is both a challenge and an opportunity for industry reshuffle. VEEHOO takes technical compliance as its foundation and social responsibility as its bond, which not only avoids legal risks, but also sets an industry benchmark. In the future, as global supervision becomes stricter, such brands that focus on long-term value may dominate the market structure and provide consumers with safer and more transparent choices.
Tags: e-cigarette control, awareness of the harms of e-cigarettes, harms to children and adolescents, veehoo vape
