The Contrasting Shift in Vape Usage Between the U.S. and Thailand Youth: Why the Difference?

By Kasim Sheerazi

A woman using an e-cigarette, popularly known as a ‘vape’, with the activity being known commonly as ‘vaping’ (Photo credits: Wikimedia Commons 2020

Vaping: What is it and what do we know?

Vaping, the activity of using electronic cigarettes (e-cigs), has rapidly transformed the landscape of smoking within the last decade and has changed it forever.  Originally they were introduced and advertised in the mid-2000s as a safer alternative to traditional smoking.  Since their debut, vapes have been marketed as a tool for harm reduction, especially for chronic smokers looking to quit the harmful habit, but their rise in popularity, particularly amongst the youth, has sparked widespread concern among public health experts. E-cigarettes work by heating a liquid (often containing nicotine, flavorings, and other chemicals) into an aerosol that is inhaled by the user (CASAA n.d.).

According to the Centers for Disease Control and Prevention (CDC), while adult cigarette smoking has steadily declined, e-cigarette use, especially among teenagers, has surged since 2014, fueled in part by sleek device designs and appealing flavors (CDC 2024a). The World Health Organization (WHO) warns that the industry is leveraging vaping to attract a new generation and advertising them through fruity or candy flavors, often bypassing tobacco regulations in the process (DW 2024).

Despite being banned in some countries like Thailand, the global vaping industry is booming, with an estimated market value of over $22 billion USD as of 2024 (Bloomberg News 2025). The ease of access, social appeal, and misconceptions about safety continue to drive its use, even among individuals who have never smoked a traditional cigarette. Currently, the change in vaping trends are variable and dependent from nation to nation, for example, last year the United States saw a significant decrease in vaping in contrast to Thailand’s increase in vape usage.

United States: A Declining Trend in Youth Vaping

In 2024, the U.S. observed a significant drop in youth e-cigarette use. According to the National Youth Tobacco Survey, approximately 1.63 million middle and high school students reported current e-cigarette use which is massively down from 2.13 million in 2023 (CDC 2024a). This decline could be attributed due to stricter regulations, public health campaigns, and enforcement actions against popular vaping products like Elf Bar (Axios 2024).

However, despite the overall decrease, flavored e-cigarettes still remain popular among youth, with brands such as Elf Bar, Breeze, and Mr. Fog leading the market (CDC 2024a). Notably, nearly 30% of high school e-cigarette users reported daily vaping in 2024, raising concerns about nicotine addiction (CDC Foundation 2024).

Thailand: Rising Youth Vaping Amidst Prohibition

Contrastingly, Thailand currently is struggling with a sharp increase in youth vaping, despite there being a ban on e-cigarette sales since 2014. Data from the Youth Institute of Thailand indicates that e-cigarette use among Thai youth aged 13-15 rose from 3.35% in 2015 to 17.6% in 2022 . The surge is attributed to aggressive marketing, appealing product designs, and the misconceptions/misinformation that vaping is less harmful than traditional smoking. There is an increase despite the selling of vapes being banned (WHO 2024).

In response to this increase, Thai authorities have greatly increased their enforcement efforts. Between February 26 and March 4, 2025, the authorities have arrested 690 suspects in 666 vape-related cases, seizing items worth over 41 million baht (approximately $1.2 million) (Bangkok Post 2025). Additionally, the government has also been working intensively on blocking websites selling vapes and increased penalties under the Customs Act to deter illegal distribution (Thailand News 2025).

Global Implications

The contrasting trends in the U.S. and Thailand highlight the complexities of addressing youth vaping. While regulatory measures and public health campaigns have proven effective in reducing usage in some regions, other areas continue to struggle with rising rates due to factors such as misinformation and inadequate enforcement. These developments highlight the need for comprehensive strategies, including education, regulation, and community engagement, to combat youth vaping globally.