10 Nations, 1 Mission: Mapping ASEAN's Path to a Tobacco-Free Future
The ASEAN community continues to be a prime target for tobacco industry growth, with an astonishing 479.1 billion cigarettes purchased in 2022. This Atlas highlights the critical advancements aligned with the WHO Framework Convention on Tobacco Control which play a vital role in protecting the next generation from the harms of tobacco.
Let's hear from Tobacco Control Experts
Effective tobacco control policies across ASEAN, from tobacco tax hikes to advertising bans, are helping reduce tobacco use and protect public health.
The Atlas stands as a testament to the commitment and collaborative efforts of many in combating tobacco use in the region.
Jean Paullin
Senior Program Officer, Global Policy & Advocacy Bill & Melinda Gates Foundation
The Atlas highlights the tobacco industry's role as the real enemy of smokers, luring them to use harmful products, while serving as a valuable resource for ASEAN countries.
Professor Dr. Judith Mackay
Director, Asian Consultancy
We must act swiftly to enforce tobacco control policies as the region faces a surge of new nicotine products like e-cigarettes, heated tobacco, and nicotine pouches, fueling addiction and health risks.
Mrs Aphone Visathep
Permanent Secretary, Ministry of Health,
Lao PDR
SOMHD Chair, ASEAN Health Sector
We hope that, like past editions of the atlas, this sixth one will be as informative and even more useful in accelerating political actions to achieve the tobacco endgame sooner than later.
E. Ulysses Dorotheo, MD, FPAO
Executive Director SEATCA
Facing the Tobacco Challenge in ASEAN
Tobacco is the leading cause of preventable deaths in Southeast Asia, and urgent action is needed. SEATCA provides vital data on tobacco's impact and country’s progress and challenges to advance tobacco control policies, urging policymakers and communities to strive for a tobacco-free ASEAN.
The Problem
A snapshot of key tobacco industry players, their influence, and activities in the ASEAN region and beyond.
Profiting from Deadly Products
The tobacco industry earns billions from cigarette sales in ASEAN and globally, with the combined profits of the top four transnational tobacco companies (PMI, BAT, JTI, and IB) estimated at USD 22.7 billion in 2022.
Tobacco Industry Players in ASEAN
Four of the world’s five largest TTCs – British American Tobacco (BAT), Philip Morris International (PMI), Japan Tobacco International (JTI), and Imperial Brands (IB, formerly Imperial Tobacco Group) control the cigarette markets in most countries in ASEAN.
Corporate Cover-up Disguised As CSR Activities
The tobacco industry uses legal challenges and deceptive CSR campaigns to undermine tobacco control efforts.
Tobacco's Devastating Impact on ASEAN
Tobacco continues to cause serious harm across ASEAN, affecting millions each year. The region faces high smoking rates, substantial economic losses, and overburdened healthcare systems. Urgent and coordinated action is crucial to address this growing public health crisis.
Key Highlights for Impact
A snapshot of tobacco’s impact in ASEAN highlights the urgent need for stronger action, supported by key data on tobacco and e-cigarette use among adults and youths, healthcare costs, annual tobacco-related deaths, and environmental harms.
10% of the World’s Smokers are in ASEAN
The region accounts for a significant portion of the global tobacco epidemic.
Youth-appealing e-cigarette designs sold in ASEAN
Children are at risk of nicotine poisoning from e-liquid exposure.
Over 500,000 people die from tobacco-related diseases annually in ASEAN
Tobacco-related healthcare costs in most ASEAN countries far outweigh tobacco tax revenues.
Tobacco threats to the environment
Six ASEAN countries among biggest cigarette plastics polluters worldwide.
Tobacco fuels poverty in smokers’ households
Price of popular cigarette brand vs. rice and eggs in ASEAN.
Addressing Tobacco and Nicotine Addition in ASEAN
ASEAN countries are progressing at different levels in adopting strong tobacco control measures—such as tax hikes, smoke-free laws, health warnings, standardized packaging, and ad bans—to reduce tobacco use and protect public health.
Key Highlights for Solution
Effective policies across ASEAN, from tax hikes to advertising bans, are helping reduce tobacco use and protect public health.
***Three ASEAN countries have adopted sustainable health financing
Thailand, Lao PDR and Vietnam have established a health promotion or tobacco control fund from tobacco taxes.
***Seven ASEAN countries have guidelines protecting tobacco control from industry interference
Brunei, Lao PDR, Philippines, and Singapore have whole-of-government policies limiting unnecessary interaction with the tobacco industry.
Increased Tobacco Taxes
Raising tobacco taxes is the most cost-effective way to reduce tobacco consumption
100% Smoke-Free Public Places
Some ASEAN countries have implemented comprehensive smoke-free laws in public indoor spaces.
85% Pictorial Warnings
85% Pictorial Health Warning and Standardized packaging - Thailand leads the region with the largest pictorial health warning at 85%, and together with Singapore, Myanmar, and Lao PDR has adopted standardized packaging.
***Most ASEAN countries have banned direct tobacco advertising
Brunei, Lao PDR, Singapore, Thailand, and 21 Indonesian cities/districts prohibit the display of tobacco packs at points of sale.
***Six ASEAN countries ban electronic smoking devices (ENDS and HTPs)
Governments must protect present and future generations from nicotine addiction and tobacco harms.
***Less than 1% of the ASEAN workforce is employed in tobacco farming
Tobacco farmers in Malaysia, Cambodia, Indonesia, and the Philippines are increasingly shifting to more profitable crops and livelihoods.
A Closer Look at Tobacco Control Milestones in ASEAN Countries
Brunei
19.9% of adults, with higher rates among men (36.3%).
62% tobacco tax burden as percentage of cigarette retail price.
100% smoke-free laws implemented in all indoor public places.
75% pictorial health warning covering principal areas of cigarette pack.
Cambodia
14.6% of adults, with higher rates among men (28.4%).
25% - 31.1% tobacco tax burden as percentage of cigarette retail price.
Partial smoke-free laws, some restrictions in public spaces.
Mandatory, covering 40% of cigarette packs.
Indonesia
39% of adults, with significantly higher rates among men.
High, with excise taxes at 57% of retail price.
Comprehensive smoke-free laws in many public places.
Mandatory, covering 40% of cigarette packs.
Laos PR
30% of adults, primarily men.
Low, with excise taxes around 25% of retail price.
Limited smoke-free laws in selected areas.
Mandatory, covering 30% of cigarette packs.
Malaysia
24% of adults, primarily men.
Moderate, with excise taxes at 45-50% of retail price.
Comprehensive smoke-free laws in most public areas.
Mandatory, covering 50% of cigarette packs.
Myanmar
27% of adults, mostly men.
Low, with excise taxes around 25% of retail price.
Partial smoke-free laws, with limited enforcement.
Voluntary, covering a small portion of cigarette packs.
Philippines
25% of adults, with higher rates among men.
High, with excise taxes at 65% of retail price.
Extensive smoke-free laws in public areas.
Mandatory, covering 50% of cigarette packs.
Singapore
13% of adults, lower than regional averages.
Very high, with excise taxes at 70% of retail price.
Strict smoke-free laws across most public areas.
Mandatory, covering 75% of cigarette packs.
Thailand
21% of adults, mostly men.
High, with excise taxes at 70% of retail price.
Comprehensive smoke-free laws in most public spaces.
Mandatory, covering 85% of cigarette packs.
Vietnam
23% of adults, primarily men.
Moderate, with excise taxes around 45% of retail price.
Partial smoke-free laws, with some restrictions in urban areas.
Mandatory, covering 50% of cigarette packs.
Quick Facts
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Death globally from tobacco
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Annual global economic loss from tobacco use
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Tobacco users living in poverty
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