E-Cigarettes in Turkey: A Booming Black Market Amid Bans and Raids on Prominent Brands

Turkish smokers consume an average of 17.1 cigarettes per day, ranking first in the world. Many Turkish smokers are trying to quit using e-cigarettes. In recent years, Turkey has been implementing strict regulations on e-cigarettes, with the government banning the import and sale of all types of e-cigarettes. However, despite these measures, e-cigarettes are still able to enter the market through unofficial channels.

After examining the cigarette and e-cigarette market in Turkey, it is easy to see that while the country's tobacco-specific consumption tax continues to rise, the amount of smuggled e-cigarettes being seized is also breaking records. Many smokers are concerned about the rising prices of cigarettes which are putting a strain on their lives, leading them to search for e-cigarettes as a way to quit smoking. In fact, e-cigarettes are still popular among young people and those attempting to quit smoking, and the e-cigarette market in Turkey continues to grow.

Policy increases tobacco special consumption tax while strictly banning e-cigarettes.

According to a report from a Turkish news website, the 2018-2033 Tobacco Control Plan shows that there are over 15 million smokers in Turkey. In the total population of individuals aged 15 and above in Turkey, at least one in every four people smokes. Turkey has the highest per capita daily cigarette consumption in the world, with an average of 17.1 cigarettes smoked per person per day.

As a result, the Turkish government has continuously raised the tobacco excise tax. In 2015, the Turkish government increased the tax rates on various tobacco products. In 2022, Turkey raised the tobacco excise tax by 47.4%.

Due to the impact of the increase in consumption tax, the price of cigarettes has been continuously skyrocketing. Just recently, the price of cigarettes in Turkey rose by 3 Turkish lira (0.9 USD) on May 8, 2024, sparking discussions among many smokers on social media. It is understood that the cheapest brand of cigarettes registered with the Monopoly Distributors Association is priced at 53 Turkish lira per pack (approximately 1.8 USD), while the most expensive cigarettes are priced at 75 lira per pack (approximately 1.5 USD).

Rising cigarette prices are causing a significant economic burden for smokers in Turkey. In fact, many Turks are choosing to try e-cigarettes in order to quit smoking. According to a study titled "The profile of electronic cigarette users in Turkey," the majority of participants stated that they started using e-cigarettes with the goal of quitting smoking or reducing the harmful effects of traditional cigarettes.

On one of Turkey's most popular online communities, "Ekşi Sözlük," some users have also stated that using e-cigarettes helped them successfully quit smoking.

However, according to data, e-cigarettes entered the Turkish market in 2007-2008, but in 2008, a notice from the Turkish Ministry of Health banned the sale of e-cigarettes. Since 2013, the product has been considered a tobacco product and is subject to restrictions in public places under the smoking ban law. As of February 25, 2020, Turkey has banned the import of e-cigarettes and related products.

Despite the current ban, the usage of e-cigarettes continues to increase.

Although Turkey has officially banned all types of e-cigarettes, they can still enter the market through informal channels.

According to a study titled "Demographic Characteristics of Electronic Cigarette Users: A Survey Study" in Turkey, researchers found that despite the country's ban on the sale of e-cigarettes, 30.76% of surveyed e-cigarette users were still able to easily purchase e-cigarettes. When asked where they obtained their e-cigarettes, 45.31% of surveyed users said they got them from friends or acquaintances, 23.93% purchased them online, 30.76% bought them from tobacco shops, and 22.65% got them from "other" sources (various shopping centers).

The investigation report pointed out that research conducted in Turkey shows that online sales and usage of e-cigarettes are widespread. Despite the 2013 law revision that banned e-cigarette advertising, sales, and smoking in indoor areas, the use of e-cigarettes in Turkey has continued to increase in recent years.

On the social forum Reddit, there is an online community in Turkey called "KGB" where discussions about e-cigarette brands, product experiences, and usage tips are common. Users often share personal opinions and product recommendations. In fact, in the unregulated industry of e-cigarettes, various brands are openly sold and delivered to customers. There is also widespread advertising, both direct and indirect, on the internet.

In addition, Turkish news media frequently report on incidents of e-cigarette smuggling being detected. This phenomenon highlights the prevalence of the illicit e-cigarette market in the country.

Consider why the scale of e-cigarette smuggling in Turkey has reached new heights.

In response to the continued popularity of e-cigarettes in Turkey, the Turkish government has further strengthened regulations on the e-cigarette market and increased efforts to crack down on illegal sales.

On December 19, 2023, Turkish Minister of Trade Ömer Bolat reiterated that Turkey has definitively banned e-cigarettes. In response, Minister of Commerce Ömer Bolat stated that the legal sale of heated tobacco products and e-cigarettes is not possible. He further pointed out that Turkey has imposed a strict ban on e-cigarettes, with the government, including President Tayyip Erdoğan, firmly opposing the loosening of e-cigarette sales. He revealed that Turkish customs had seized 256,000 e-cigarettes in the past month and another 125,000 a week later. At the same time, he acknowledged that indirect or direct advertising of e-cigarettes continues to be widely spread on the internet.

In fact, in recent years, Turkey has seen a surge in the smuggling of e-cigarettes. In August 2023, media reports indicated that Turkish customs enforcement seized 43,200 illegal e-cigarettes, setting a new record for the country. Four months later, another report said that Turkey's Ministry of Commerce seized 275,520 e-cigarettes in a single operation, once again breaking the historical record for e-cigarette smuggling. It is reported that during border smuggling inspections in Turkey in 2023, law enforcement officers seized approximately 1.2 million smuggled e-cigarettes and 7 million e-cigarette components.

Since 2024, Turkey has continued to seize a large number of smuggled e-cigarettes. According to 2FIRSTS statistics, since July of this year, Turkey has seized a total of 418,000 smuggled e-cigarettes in three operations.

This raises the question: Why is Turkey banning e-cigarettes while the scale of smuggling continues to reach record levels?

One industry insider believes that the main reason for the smuggling of e-cigarettes is the high profits and imbalanced market supply and demand. On one hand, the smuggling of e-cigarettes is lucrative, and there is a strong demand in the market. On the other hand, due to strict controls on the sale, advertising, and use of e-cigarettes in Turkey, legal channels cannot meet market demand, allowing smugglers to seize the opportunity to fill the market gap.

Among these illicitly traded e-cigarettes, brands such as "ELFBAR" and "VOZOL" stand out, with their products frequently appearing in front of the cameras of authorities who have seized them.

Although it is prohibited, no one will give you trouble for using it.

In the face of strict government regulations and the growing e-cigarette market in Turkey, what do e-cigarette users in Turkey think? 2FIRSTS found some Turkish "voices" on social media.

On Reddit, a user named "topraqk" asked:

If I buy an e-cigarette and then get caught with it in the car, will they confiscate it? I heard e-cigarettes are prohibited.

And a user named "ivanoc3169" replied:

While e-cigarettes are banned for use, in reality, no one will give you trouble for using them. The main issue lies in the sale of these products...

On the Turkish news website DonanimHaber, the most liked comment in the news section about e-cigarettes stated:

Traditional cigarettes are legal, but why are e-cigarettes being banned under the guise of being "harmful"?

Turkish internet user "hey jude" is a user with 6 years of experience with e-cigarettes, having tried various vaporizing devices. On July 15, 2024, he shared on the Turkish online forum "Ekşi Sözlük".

As someone who used to smoke two packs of cigarettes a day before starting with e-cigarettes, I have experienced positive changes such as increased energy, no longer feeling out of breath when climbing stairs, and improved taste and smell.

He also stated:

E-cigarettes are not suitable for everyone and require thorough research and understanding. Due to the lack of research and reading habits in our community, many people try e-cigarettes without fully understanding them, resulting in potential harm that may be worse than smoking.

A discovery was made that discussion about e-cigarettes (in Turkish: elektronik sigara) has been ongoing on the Turkish forum "Ekşi Sözlük" from 2007 until present.