Researchers warn alternative nicotine products gaining ground as cigarette consumption declines

By Michelle Therese Alles

Concerns have been raised over the growing market penetration of prohibited nicotine products in Sri Lanka, with researchers warning that declining demand for conventional cigarettes is driving increased interest in alternative nicotine products including vapes, e-cigarettes, nicotine pouches and other non-combustible tobacco products.

The concerns were highlighted during the Research Symposium and Media Conference organised by the Centre for Combating Tobacco (CCT) of the Faculty of Medicine, University of Colombo, in collaboration with the Young Professionals Alliance for Health (YouPAH).

Of the 213 online platforms identified through a study on the sale of prohibited nicotine products in Sri Lanka, Facebook accounted for 108 (50.7%), followed by Instagram with 57 (26.8%), TikTok with 19 (8.9%), websites with 17 (8.0%) and WhatsApp groups with 12 (5.6%).

The study found that a wide range of products, including disposable vapes, vaping liquids, refillable pod kits, cartridges and other nicotine products, were being marketed and sold online. Researchers also observed promotional content featuring flavours, influencer marketing, glamourisation of use and other marketing tactics aimed at increasing product appeal.

The research also included a field survey conducted across 15 Colombo Municipal Council areas covering 245 key public locations, including transport hubs, schools and religious sites. Researchers surveyed 1,067 retail outlets over a distance of 72.23 kilometres.

The survey found smokeless tobacco products in 170 shops, representing 15.9% of all outlets surveyed, while e-cigarettes were identified in six shops. Researchers also observed point-of-sale promotions in 176 outlets.

Presenting the field investigation findings, CCT P. Dineshkumar highlighted challenges in regulating the online promotion of prohibited products, particularly when content originates from international social media platforms.

He noted that while local regulations prohibit the promotion of such products, existing laws remain insufficient to address content disseminated through overseas-based social media channels.

Researchers also presented findings on tobacco industry interference in tobacco taxation policy, identifying practices such as product and price manipulation, lobbying activities, research interference and the dissemination of misleading information aimed at shaping public perception.

During the panel discussion, experts including Smokeless Tobacco Technical Subcommittee and National Authority on Tobacco and Alcohol (NATA) Convenor Dr. Nilantha Rathnayake also discussed the challenges posed by emerging nicotine products, online promotion and tobacco industry interference.

“The health expenditure far outweighs whatever income the government gets from the tobacco companies,” said Sri Lanka Medical Association (SLMA) and Expert Committee on Tobacco, Alcohol and Illicit Drugs Chairperson Dr. Anula Wijesundara, adding that the disease burden associated with tobacco use exceeds the tax revenue generated from the industry.

Wijesundara also highlighted the need for stronger tobacco control measures and pointed to proposals aimed at creating a tobacco-free generation for those born after 2010.

Speaking to the Daily FT, CCT Lead Dr. Mahesh Rajasuriya said the growing presence of alternative nicotine products should be viewed in the context of changing global tobacco consumption trends.

According to Rajasuriya, the industry’s focus on non-combustible tobacco products, including vapes, e-cigarettes and nicotine pouches, reflects efforts to develop new markets as conventional cigarette consumption continues to decline.

“The tobacco industry has identified that the demand for conventional cigarettes is going down all over the world. They know that their future is bleak, so they are looking for alternative products,” he noted.

The researchers called for stronger enforcement mechanisms, enhanced regulation of digital platforms, and continued monitoring of prohibited nicotine products to protect public health and prevent further market penetration. 

- Pix by Lasantha Kumara