Singapore Survey: Over 30% of E-Cigarette Users Buy Through Encrypted Messaging Apps

Key Points:

·Purchasing channels: Over 36% of e-cigarette users in Singapore purchase e-cigarettes through messaging apps (especially Telegram). 

·Illegal product sources: Despite e-cigarettes being banned in Singapore, users still obtain illegal products through overseas purchases (30.7%) and from family and friends (27.1%). 

·Enforcement challenges: Experts warn that enforcement remains a huge challenge despite stricter regulations, as regular e-cigarettes and Kpods containing nicotine are difficult to distinguish. 

·User awareness: With Kpods soon to be classified as Class C controlled substances, more users may come forward and seek help. 

·Education measures: Four industry associations in Singapore will increase awareness of the harms of e-cigarettes by collaborating with influencers.

【2Firsts News Flash】According to a report by sureboh on July 30th, a recent survey revealed that over 36% of e-cigarette users in Singapore purchase e-cigarettes through chat applications, particularly through Telegram. This suggests that many people believe using encrypted platforms helps them evade authorities' scrutiny.

According to a report by the "Morning News," this study was conducted and published by the market research company Milieu Insight on July 29th.

A study shows that the percentage of respondents admitting to using e-cigarettes or heated tobacco products slightly decreased from 5.6% in the fourth quarter of 2024 to 5.3% in the first quarter of 2025. This decline may be attributed to the government's efforts to strengthen enforcement and public education earlier in 2025.

However, as Kpods containing ethyl methylphenidate are set to be classified as Class C controlled substances, more users may become cautious.

36.2% of users purchase e-cigarettes through messaging apps, with Telegram being the main platform.

The quarterly survey on the use of cigarettes and alternative nicotine products has been ongoing since the third quarter of 2021. From January to March 2025, 5622 Singaporean citizens and permanent residents aged 21 to 69 participated in an anonymous online survey.

The investigation has uncovered for the first time that despite the ban on e-cigarettes in Singapore since 2018, users are still able to obtain illegal products. The top three sources are: 36.2% purchase through chat apps, 30.7% buy from overseas, and 27.1% obtain from friends or family members.

When asked which apps they use to purchase e-cigarettes, 78% of respondents mentioned Telegram, 51.3% mentioned WhatsApp, and 30.6% mentioned WeChat. Researchers say this reflects a growing reliance on encrypted messaging platforms to evade law enforcement while obtaining illegal substances.

Among those who purchase e-cigarettes or heated tobacco products overseas, 70.5% are from the Asia-Pacific region. The main locations include Johor Bahru, Malaysia (65.6%), Indonesia (29.5%), and other regions in Malaysia (23.2%).

Despite stricter rules, enforcement remains a significant challenge.

With Kpods containing tetrahydrocannabinol gaining public attention - soon to be classified as a Schedule C drug - the issue has been widely debated. However, experts warn that enforcement remains a major obstacle.

Sean Ang, founder of Success Alliance Development Association, pharmacist, and smoking cessation consultant, said that more people are now admitting to using e-cigarettes when seeking help.

“Due to the overwhelming discussions about Kpods, regular e-cigarette users may feel like their habit isn't that serious. However, let's be clear - e-cigarettes are not healthy, and people need to understand the risks involved.”

He also stated that how the government implements and enforces the new regulations will be crucial, particularly because it is difficult to distinguish between regular e-cigarettes and Kpods.

The large number of sellers makes it more difficult to crack down.

Alvin Seng, a consultant for WECARE community services, stated that both e-cigarettes and Kpods are easy to conceal. In most cases, they are only discovered when users exhibit extreme symptoms, such as fainting in public places.

“Purchasing e-cigarettes or Kpods through chat apps is too easy. There are too many 'vendors,' making enforcement more difficult.”

He explained.

He believes that early intervention by public education and community service organizations is crucial in helping users quit smoking before the situation worsens.

The association will collaborate with internet celebrities to raise awareness.

In order to prevent more people, especially young people, from starting to use e-cigarettes, four industry associations in Singapore will increase their education efforts. In addition to posting posters and stickers in stores, they will also strengthen online activities.

For example, the Singapore Fukien Association, the Fujian Coffee Merchants Association, the Singapore Mini-mart Association, and the Singapore Grocery Store Friendly Association will collaborate with Fei Yue Entertainment to produce videos featuring celebrities and social media influencers.

The goal is to increase awareness of the harms of e-cigarettes and push back against misleading e-cigarette-related content on social media.