IQOS Smoking Room at Manila International Airport

In just two months, U.S. authorities seized over 7 million illegal e-cigarettes. 2Firsts’ analysis reveals a shift toward institutionalized regulation, with federal and state agencies intensifying enforcement — signaling a major reset in the world’s largest and most influential vaping market.

2Firsts observed that Japan Tobacco’s heated tobacco brand Ploom has set up an independent retail counter at Dubai International Airport’s duty-free zone, showcasing its new Ploom AURA device. The counter features an interactive scent-release system that allows consumers to experience flavors through aroma rather than inhalation, offering a new approach to product display in smoke-free environments.

Uzbekistan has enacted a nationwide ban on the sale and circulation of e-cigarettes and related vape liquids, following the approval of a new law signed by President Shavkat Mirziyoyev. The legislation introduces criminal liability for violations, with penalties including fines of 300 to 500 basic calculation units (approximately US$10,300–17,200), corrective labor for up to three years, or imprisonment for up to five years.

Indonesia’s statistics agency (BPS) reports in its latest publication, Statistics of People’s Welfare 2025, that Bali has the highest share of daily e-cigarette users at 1.66%, followed by East Kalimantan (1.59%) and the Special Region of Yogyakarta (1.24%). Daily vaping prevalence is higher in urban areas (0.77%) than in rural areas (0.53%).

British American Tobacco (BAT) acquires state-owned shares of UZBAT, a joint venture in Uzbekistan, for $22.3 million.

Since late July, China–U.S. e-cigarette shipping costs have surged — sea freight up over 200%, air cargo inspection rates exceeding 50%. 2Firsts investigates the key drivers behind the spike and how the industry is responding.