Despite its longstanding prohibition on e-cigarettes, Brazil is seeing a dramatic rise in vaping—evidence that demand for safer alternatives to smoking persists regardless of legal barriers. According to the latest data from IPEC, the number of people vaping in Brazil has surged by 600% since 2018. Rather than eliminating the use of nicotine alternatives, the ban has merely pushed consumers into the unregulated black market, creating additional health and safety risks.
At the same time, Brazil’s smoking rate continues to decline at a glacial pace—just 0.4 percentage points per year. At this rate, it could take decades to achieve substantial reductions in smoking-related illnesses and deaths. The disconnect between public health goals and current policy is becoming more glaring by the year.
The unintended consequences of Brazil’s vaping ban highlight a broader issue: prohibition does not work. Instead of deterring use, it removes safeguards that could protect consumers, support cessation, and accelerate smoking decline. The Brazilian government has a choice—continue down a path that is demonstrably ineffective, or adopt harm reduction strategies that have worked elsewhere.
Global evidence in favour of regulation
International experience shows that countries that regulate rather than ban vaping and other safer nicotine products see faster and more dramatic reductions in smoking rates. Sweden, for example, allows the sale of e-cigarettes and nicotine pouches under a regulated framework. As a result, daily smoking prevalence has dropped below 6%, putting the country on track to become the first in Europe to reach “smoke-free” status (defined as ≤5% adult smoking prevalence) by 2025.
Japan, which has regulated heated tobacco products (HTPs) since 2014, has seen cigarette sales plummet by approximately 43% between 2015 and 2022—the fastest decline ever recorded in the country. Similarly, New Zealand’s risk-based approach to tobacco control has led to historically low smoking rates, with adult smoking dropping to just 6.8% in 2023.
In contrast, Australia’s growing vape-related criminal activity underscores the unintended consequences of prohibition. Strict bans have not eliminated demand; instead, they’ve fueled a thriving black market dominated by organized crime, unsafe products, and zero regulatory oversight. Illicit distribution networks now profit from unregulated devices, undermining public health and law enforcement efforts. This situation should serve as a stark warning to other countries considering prohibition: banning vaping doesn’t eliminate use—it simply transfers control to criminal enterprises. A regulated market, with age restrictions and quality standards, protects consumers far more effectively than blanket bans that foster unsafe, underground trade and public health risks.
The case for embracing safer nicotine alternatives
Brazil’s continued ban on e-cigarettes may be hindering, rather than helping, its public health ambitions. A legal and regulated vaping market could offer several important advantages. For starters it would guarantee consumer protection, as llicit products lack safety standards, accurate labeling, and quality control. Regulation would allow health authorities to set minimum safety requirements and monitor compliance.
Health Equity would be another advantage. In countries where vaping products are available, they are often significantly cheaper than traditional cigarettes. This gives low-income smokers a more affordable way to reduce harm or quit altogether. Moreover a regulated market can generate tax revenues that fund cessation programs, public health education, and enforcement of age restrictions, instead of enriching black market operators.
Scientific evidence also supports the efficacy of vaping as a cessation tool. Amongst many others, a 2021 peer-reviewed study found that daily e-cigarette users were eight times more likely to quit smoking than those using other nicotine-replacement therapies. Additionally, dual use—while not ideal—is often a transitional phase toward complete smoking cessation.
Replacing prohibition with policy
Rather than banning vaping outright, policymakers worldwide should consider adopting a regulatory framework based on scientific evidence and international best practices. This would include enforcing age restrictions to prevent youth access, regulating product quality and labeling, permitting flavour variety for adults while restricting marketing to minors as well as using taxation wisely to balance affordability for smokers and discourage non-smokers.
By continuing its ban, Brazil not only misses a vital opportunity to reduce smoking more quickly, but also leaves millions of nicotine users exposed to unsafe, unregulated products. It’s time for Brazilian policymakers to put health first, follow the data, and embrace tobacco harm reduction through sensible, science-based regulation.
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