BACKGROUND: Electronic Nicotine Delivery Systems (ENDS) or E-cigarettes (e-cig) have been invented since the beginning of the new millennium. Their appearances have evolved into five generations during the past decade, from cigarette-like as 1^st generation to sleek e-pens, from pens to refillable tanks, then to pre-filled mods as 4^th generation. Recently, e-cig industry has marketed its latest vaping devices which resembled toys and cartoon miniatures as 5^th generation design. The toy and cartoon vaping devices (toy vapes or cartoon vapes) are available in Thailand and went viral in late 2022, raising significant concern, particularly predatory marketing tactics enticing youth through discreet design.
METHODS: We have conducted online surveillance research from September 2023 to Feb 2024, tracking e-cig black market shops on websites and social media platforms and monitoring e-cig marketing strategies.
RESULTS: Results revealed 3 important key findings, toy vapes used famous cartoon characters and playful shapes as product design including Sponge Bob, Super Mario, Gloomy Bear, Molly, Tom & Jerry and Doraemon which may encourage youth to experiment. Toy vapes are disposable devices which cost 250-350 BHT with up to 8000-10,000 puffs when recharged. Retailers have claimed on their websites cartoon vapes were marketed to adults as collectibles, however, all black market online shops can be easily accessed and are open to public purchase.
CONCLUSIONS: The banning of electronic smoking devices has been in place in Thailand since 2014, including import and sales. Several studies, however, revealed thriving black markets through online and illegal onsite shops, suggesting lack of control of such products and failed enforcement of violations. The results of this study highlighted the need for a stricter oversight and enforcement of online tobacco retailers on every social media platform in Thailand.