Selangor’s ad takedown order signals a volatile future for vape marketing
The clouds are gathering for vape marketers in Malaysia—quite literally and figuratively.
In a move that could reshape the future of vape advertising across the country, Selangor has ordered the immediate removal of all vape-related advertisements, pending a decision on whether to implement a full ban on vape product sales.
This sudden directive, issued following a state-level coordination meeting chaired by Selangor public health executive councillor Jamaliah Jamaluddin, aims to curtail exposure and appeal of vaping to youths.
The state cites alarming data from the 2022 National Health and Morbidity Survey, which found that 14.9% of Malaysian boys aged 13 to 17 are active vape users—a statistic Jamaliah labelled “deeply alarming.”
While Selangor’s final stance on sales is still under review, the ad takedown applies with immediate effect, affecting both physical and digital displays.
This move is grounded in the Control of Smoking Products for Public Health Act 2023 (Act 852), highlighting the legal justification behind the crackdown.
Yet, the industry sees a different picture.
To vape brands and retailers, Selangor’s decision—like those previously taken by Perlis, Johor, Kelantan, and Terengganu—adds fuel to the fire of regulatory inconsistency.
Perlis will enforce a full ban from August 1, while Johor and Kelantan have maintained bans since as early as 2015.
Kedah, meanwhile, has opted to phase out vape retail through non-renewal of licences.
For marketers, the ripple effects are profound.
Campaigns in vape-related verticals, already fraught with content restrictions and platform policies, now face the added risk of outright erasure at the local council level.
Brands must pivot swiftly—rethinking not just their messaging but their entire presence in physical retail and promotional channels.
Selangor’s move underscores a deeper reckoning within the advertising industry: the growing tension between public health mandates and commercial freedoms.
While vape businesses argue that state bans contradict Act 852—a federal law that technically regulates rather than prohibits vape products—the reality on the ground is that state councils are flexing their power over local enforcement.
The Selangor government has called for collaboration from schools, parents, civil society, and both state and federal agencies to ensure policies are “effective and sustainable.”
For marketers, this is a clarion call to anticipate tighter scrutiny and to future-proof campaigns with compliance, responsibility, and adaptability at the core.
In this evolving environment, the marketing challenge isn’t just about selling a product—it’s about navigating a complex minefield of perception, policy, and public accountability.
For vape brands and their agency partners, it’s not just a question of creativity, but one of survival.
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