As Malaysia prepares to enact the Control of Smoking Products for Public Health Bill 2023, there’s heightened anticipation surrounding its potential impact on the tobacco and vaping industries. In this context, vape brands are uniquely positioned to contribute to public health initiatives while navigating the regulatory landscape.
In an exclusive interview with BusinessToday, one of the industry leaders, LOST MARY’s Country Manager, Carlson Leong, and Director of Global Communication, Jacques Li delve into the implications of the impending legislation and explore how vape brands can align with Malaysia’s public health goals as they enter the market.
Enhancing Industry Standards and Safeguarding Youth Through Regulatory Measures
The impending Control of Smoking Products for Public Health Bill 2023 aims to bring much-needed order and regulation to the vaping industry, addressing existing loopholes and promoting responsible practices for its longevity and reputation.
By prohibiting advertising and promotion, the bill seeks to prevent underage individuals from being attracted to vape products. Additionally, mandatory product registration will play a crucial role in curbing the rampant issue of counterfeiting, which poses potential health risks due to unknown substances.
The bill also includes provisions to prohibit the sale of tobacco and vape products to minors, thereby reducing their exposure to such products. While the enactment of this bill is seen as highly beneficial, attention must also be directed towards its enforcement.
Adhering to this, the spokeperson said, “LOST MARY Malaysia will be working closely with the business partners to promote the regulations, prevent underage from entering the vape stores and reaching the vape products.”
Protecting Youth from the Vaping Industry
The company is committed to prioritising youth protection measures to prevent underage individuals from being attracted to vaping products. “We support the government in their efforts. As a responsible brand, LOST MARY will comply with regulations stipulated by the country in which we operate” they said.
Understanding the importance of prohibiting advertising, promotion, and sponsorship in reaching underage groups, the company has taken significant steps to ensure responsible marketing practices.
Efforts include reinforcing the message that LOST MARY products are strictly intended for adult use and supporting legislation to prevent minors from accessing their products.
Additionally, the company ensures that product packaging includes prominent warning labels and QR codes for product authentication, while refraining from using cartoon imagery or similar designs in marketing materials.
“Our products are not marketed using cartoons, cartoon imagery, anime, or other similar designs.” they added emphasising their company’s effort i combating the issues in hand. The company also scheduled to rename a number of their flavours in the global market as their effort to protect the minors.
Additionally, the company advocates for registration requirements and strict enforcement to reduce counterfeits, urging consumers to purchase only from official channels to avoid potential health risks posed by unregulated products. To further enhance consumer safety, the company also provided unique authorisation codes for product authenticity verification, and they initiate collaborative efforts with regulators to crack down on counterfeit manufacturers.
“And this is a continuous drive, a figure, some 200 manufacturers of counterfeit products were shut down in our raid with Chinese authorities in 2022.” they said.
In a proactive move towards compliance, the company has also shut down its TikTok account.
Furthermore, to mitigate the allure of sweet and candy flavors to minors, they plan to rename certain flavors globally, a process that reflects the company’s ongoing commitment to youth protection.
Combating Fake Products
Combatting fake products is a top priority for the company, as they recognide the significant risks they pose to consumer safety and our brand integrit the spokerpersons said.
To address the issue, the company advocates for stricter regulations mandating the registration of all vaping products. By enforcing such rules, they aim to curb the proliferation of counterfeit goods in the market.
The company upholds a zero-tolerance policy towards fake products and take proactive measures to safeguard their customers. This includes providing unique authorisation codes for product authentication on our official website, empowering consumers to verify the authenticity of their purchases.
Additionally, the company encourages consumers to purchase vaping products exclusively from authorised channels to mitigate the risk of encountering counterfeit items. The company also collaborates with regulators across various markets to crackdown on counterfeit manufacturers.
Their ongoing efforts have yielded tangible results, as evidenced by the closure of approximately 200 counterfeit product manufacturers in collaboration with Chinese authorities in 2022.
Collaboration with Local Stakeholders
The company recognises the importance of collaborating with local stakeholders in Malaysia to foster a positive industry image and ensure compliance with new regulations. “Firstly, we will always pay attention to the updates of government regulations to guarantee we won’t cross the red line by mistake and can adjust our strategies in time.” the spokeperson said.
Additionally, the company aims to forge partnerships with reliable business entities and channels, particularly distributors, who play a pivotal role in delivering the brand’s reliable and quality products to adult users. These partnerships not only facilitate product distribution but also provide valuable insights into local trends and user preferences. “Meanwhile, they can help us to get more insights regarding local trends and needs. Local stakeholders are a channel to continuously listen to our users for their feedback to improve our products.” they added.
To uphold youth protection standards mandated by regulations, the company plans to establish comprehensive rules for all internal and external parties, including distributors and partners, to implement age verification measures rigorously.
LOST MARY’s Adaptation Strategy in Malaysia
In response to the dynamic regulatory landscape within the vaping industry in Malaysia, the company is strategically adapting its marketing approaches to ensure sustained growth and market relevance. Acknowledging the competitive nature of the Malaysian vaping market coupled with increasingly stringent government policies, the company recognises the importance of prioritizing foundational elements beyond marketing alone.
This includes investing efforts in channel development, product research and development, fostering robust business partnerships, and maintaining compliance with regulations.
With a steadfast commitment to becoming a leading vape brand in Malaysia akin to its success in other global markets, LOST MARY is enforcing stricter adherence to regulations internally. This entails refraining from sponsoring events and collaborating with channels that may potentially reach underage individuals.
Additionally, comprehensive rules for youth protection will be established for all internal and external stakeholders, mandating age verification measures to ensure products are exclusively intended for adult users.
