FLER at APE

During the FDA PMTA roundtable session on “Studies of Adult Benefit,” officials said flavored ENDS must demonstrate “added benefit” over tobacco-flavored products under the APPH standard, including sustained complete switching evidence. Small manufacturers questioned switching benchmarks, study duration, and bridging expectations.

Police in Malaysia detained 51 individuals and seized over RM1 million worth of electronic cigarettes and liquid refills in a five-state operation dubbed “Op E-CIG,” conducted by the GOF Central Brigade on February 10. The report said the operation involved 30 raids across Kuala Lumpur, Johor, Melaka, Selangor and Negeri Sembilan. Authorities seized 2,263 vape units and 165.463 litres of liquid.

Japan Tobacco (JT) has announced a new flavor for its Ploom brand’s premium EVO smoke sticks: “EVO Honey Lemon Crystal.” The product will be rolled out in stages, beginning with an early release through official channels in December 2025, followed by a nationwide launch across convenience stores and tobacco retailers in January 2026, priced at JPY 550 (approximately USD 3.7).

Results from Mexico’s ENCODAT 2025 indicate a structural shift in tobacco and nicotine use: past-month combustible tobacco use among the general population (ages 12–65) declined to 15.1%, down from 17.6% in 2016, while past-month e-cigarette use increased to 2.6%, up from 1.1%.

In this in-depth commentary for 2Firsts, Alan Zhao examines what Altria’s on! PLUS authorization really signals about FDA PMTA enforcement. Beyond the headline approval, FDA’s language, process design and product choices offer rare insight into how nicotine pouch regulation is taking shape—and what it means for industry compliance, in one of the earliest expert reads of the decision.

The Netherlands is planning to raise the legal age for buying nicotine-containing products from 18 to 21, a change that would also cover vapes. The move, embedded in the governing coalition’s latest agreement, aligns with a wider European trend toward tighter youth nicotine controls, though industry groups have criticised the proposal and warned it could fuel illicit trade.