India Upholds E-Cigarette Ban, Rejects Philip Morris Push

India has reaffirmed its decision to maintain the nationwide ban on e-cigarettes and heated tobacco products, rejecting calls for relaxation that would have opened the market to devices such as IQOS. The move deals a setback to lobbying efforts by global tobacco major Philip Morris International, which had sought regulatory reconsideration of heat-not-burn products.

Government Stance Remains Firm

The Union health ministry clarified that the government is not considering revoking, amending or relaxing the 2019 prohibition on e-cigarettes. The ban explicitly covers heated tobacco devices, commonly marketed as reduced-risk alternatives to conventional smoking.

India, the world’s seventh-largest cigarette market by volume, records over 100 billion cigarette sales annually. Tobacco-related illnesses account for more than one million deaths each year in the country, reinforcing the government’s emphasis on strict tobacco control measures.

Philip Morris’ Market Ambitions

Philip Morris International, maker of Marlboro cigarettes, had identified India as a potential growth market for its flagship heated tobacco device, IQOS. The company maintains that such products are less harmful than traditional cigarettes and has promoted them as part of a “smoke-free future”.

Confidential correspondence between 2021 and 2025 shows the company urged Indian authorities to review scientific evidence and consider exempting heat-not-burn products from the ban. It proposed presentations by global experts and sought engagement with bodies such as the Indian Council of Medical Research. However, ICMR has indicated it is not undertaking research on heated tobacco products.

Global Context and Regulatory Debate

Launched in 2014, IQOS is available in nearly 80 markets and claims over 35 million users worldwide. While the US Food and Drug Administration has allowed its marketing with certain public health claims, the World Health Organization has cautioned against potential health risks associated with heated tobacco.

India’s 2019 decision effectively barred products from companies such as Philip Morris and Juul. Analysts had suggested that market access could significantly expand Philip Morris’ footprint in India, where its cigarette market share has grown in recent years.

Important Facts for Exams

• India banned e-cigarettes and heated tobacco products in 2019 under a central law.
• Heat-not-burn devices heat processed tobacco instead of burning it.
• The World Health Organization advocates strong tobacco control under the FCTC framework.
• Tobacco control in India is governed by laws such as COTPA, 2003.

Public Health and Policy Implications

By maintaining the prohibition, India signals continued adherence to precautionary and evidence-based tobacco control policy. The decision underscores the government’s priority on reducing tobacco-related harm through cessation and regulation rather than introducing alternative nicotine delivery products. The stance also highlights the broader regulatory debate between harm reduction strategies and strict prohibition in emerging markets.