LETTERS: The Recent Report By Al Jazeera Has Brought to Light a Worrying Trend: the Easy Accessibility of Vaping Products to Underage Children.
This revelation is particularly alarming considering the growing popularity of vaping among young people in Malaysia, as evidenced in the 2022 National Health and Morbidity Survey (NHSM, 2022), which revealed a significant rise in electronic cigarette use.
Vaping has been positioned as a smoking cessation tool and is often perceived as less harmful than traditional cigarettes.
This perception gained legitimacy with some medical practitioners, particularly in England, recommending vaping or e-cigarettes as an alternative to conventional smoking.
Seizing upon this claim, vape companies and certain brands have been positioning themselves as health advocates with catchy taglines on social media sites.
Another troubling aspect of vape marketing is the use of masculine imagery in its advertisements.
For example, one has hired a local actor known for his roles in action movies as their brand ambassador.
By associating vaping with masculine traits like strength, power, and confidence, these advertisements also aim to appeal to general male consumers.
This gendered narrative has significant implications for shaping social perceptions and attitudes, particularly among young boys, towards vaping.
By linking vaping with masculinity, these ads create the impression that it is socially acceptable, primarily for men, potentially leading to increased usage among boys.
This is particularly worrying as the (UK) NHS survey 2022 revealed a higher prevalence of male vape users (23.3 per cent) compared with females (6.2 per cent).
The research on vape consumption in Malaysia indicates that a significant number of users purchased their products online, making it easier for underage consumers to bypass age restrictions.
The undercover report by Al Jazeera should serve as a timely wake-up call for the government to take immediate action to regulate the vaping industry.
The positive portrayal of vaping as a smoking cessation tool, combined with the gendered narrative used in vape advertisements, necessitates urgent regulatory measures.
The first step should involve a comprehensive ban on all forms of vape advertising, online and offline, not only to prevent the industry from targeting vulnerable populations but also to send the right message about vaping.
NATRAH NOOR
Assistant professor, University of Nottingham Malaysia
The views expressed in this article are the author's own and do not necessarily reflect those of the New Straits Times