Growing concern is mounting over influencers driving youth vaping, with many parents struggling to respond.
Thanicha Limpanich, chair of the smoke-free family network, outlined findings showing rapid youth exposure to e-cigarettes and rising parental concern.
The data were presented during a Songkran campaign promoting smoke-free families, organised by health and family networks on Friday. She said the survey of 2,037 respondents nationwide found 97.9% believed children were encountering e-cigarettes earlier than before, particularly in the past one to two years.
About 98% said access was easy, while 99.1% of parents expressed concern over new forms of addictive substances, including e-cigarettes and cannabis products. Notably, 83.5% identified online advertising and influencers as key factors encouraging youth uptake, highlighting the growing role of digital content in shaping behaviour among children and teenagers.
"Children and youth are being exposed faster than families can prepare. Influencers and online content are accelerating this risk," Ms Thanicha said. Despite widespread concern, 31.5% of parents admitted lacking confidence in discussing risky behaviour with their children.
"Even though most parents are aware, many still do not know how to communicate effectively with their children about these new substances," she added. The survey also showed 86.5% of respondents understood that e-cigarettes remain illegal in Thailand, yet 41.1% believed enforcement was insufficient to protect young people.
Policy proposals included maintaining the ban on imports and sales, strengthening legal penalties, and cutting off online distribution channels. Schools and communities were also urged to act as safe zones, with support systems rather than punitive measures for at-risk youth.
Vorasith Siripornpanich of Mahidol University, said nicotine exposure affects brain development in children. "Nicotine stimulates the brain's addiction pathways. Repeated exposure in children impacts the frontal brain, which controls reasoning and decision-making," he said.
Behavioural imitation also played a role. "If children regularly see family members smoking, they are more likely to imitate and become new smokers."
Kritchanon Jitjaroenporn, a campaign participant, shared his experience of starting smoking in secondary school after observing his father. He later developed health issues before quitting.
"Now my health has improved, I can spend more time with my children," he said. "I want others to quit because it improves both health and family relationships."
