JAKARTA. Like with many products, technology is quickly changing the consumer trends, such as landline phone that was replaced by mobile phone and taxi services that oppressed by the emerging app-based transportation, or even TV which sooner or later will be substituted by the internet and smartphones, as nowadays people watch movies or obtaining news only from their small-screen devices such as phones or tablets.

In the tobacco sector, Electronic cigarette and heated tobacco are becoming more popular nowadays to the consumers in Indonesia, and worldwide. E-cigarette is believed to be the alternative solution in reducing the harm of smoking.

As the market expands and technology develops, the consumers feel that the government needs to initiate a fair regulation for the consumption of e-cigarette and new tobacco products. This regulation is expected not to prohibit the consumption of e-cigarette, but rather to support and implement a standardization for e-cigarette product or other products that can be a safer alternative, such as heated-tobacco or other products that also contain nicotine and create aerosol not smoke.

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Various research has proven e-cigarette and vaping products as innovation that can minimize the health risk caused by cigarette that burns tobacco. However, current regulation is still unable to adapt such innovation.

As a result, most of government efforts to curb smoking addiction focus only on the limitation of cigarette advertisement, the prohibition of smoking, pictorial health warnings, and increasing cigarette's tax. But such policies, dating back to the 20th century, are not applicable to technological progress and the 21st century products.

The existing regulation does not support the specific condition for those who want to switch or stop from their smoking habit to a safer product. Thus, this alternative product experiences  pressures from some but not all anti-tobacco organizations who sometimes believes e-cigarette could be a gateway to conventional smoking or even more dangerous compared to regular cigarette.

With regards to e-cigarette and novel tobacco products positive potential and steps to be taken by government of Indonesia, dr. Adang Bachtiar, MPH., DSC, a lecturer and researcher from Faculty of Public Health University of Indonesia, argues that, "the e-cigarette can be an alternative answer for smokers," he also added that "People who is addicted to smoking may be able to shift to e-cigarette. E-cigarette also provides a sense of security. So, we need to support this technological innovation."