The President of the Office of the Ombudsman is promoting the "Songkhla Model" to elevate the crackdown on e-cigarettes as a provincial agenda, aiming to close legal enforcement gaps and accelerate the interception of smuggling along border areas.
On 11 Sep 2026 GMT+7, Mr. Songsak Saicheua, President of the Office of the Ombudsman, spoke after leading a delegation to Songkhla Province, chairing a meeting to hear opinions on "The issues of prevention and suppression of e-cigarettes and advancing measures to prevent policy interference from the tobacco industry." Present were Mr. Rattasat Chidchu, Governor of Songkhla Province; Mr. Prateep Uicharoen, Provincial Secretary; and related agencies such as the Songkhla Provincial Public Health Office, Songkhla Provincial Police Station, Songkhla Customs, Customs Region 4, and the Songkhla Provincial Education Office.
Mr. Songsak stated that the e-cigarette issue is a critical matter directly affecting children and youth. The Office of the Ombudsman prioritizes overseeing the duties of state agencies under the Constitution, especially in law enforcement, education, public health, and public safety, which are state responsibilities under Chapter 5 of the Constitution. The Ombudsman’s role is to ensure these agencies perform their duties fully and effectively. Regarding e-cigarettes, enforcement gaps have been found, leading to increased spread, particularly among children and youth. This not only impacts health but may also lead to drug and social problems in the long term.
Previously, the Ombudsman gathered data from agencies, experts, and various sectors, including visits to border provinces to hear facts, problems, obstacles, and suggestions. The focus is on multiple dimensions: law enforcement, building resilience among children and youth, legal improvements, and preventing policy interference by tobacco industry stakeholders, aiming to compile policy proposals for the Cabinet.
After hearing from Mr. Rattasat Chidchu, Governor of Songkhla, it was acknowledged that the spread among children and youth is driven mainly by misunderstandings that e-cigarettes are harmless and legally permissible, combined with colorful products, various flavors and scents, and easy access through social media platforms.
Furthermore, Songkhla borders Malaysia, posing risks of smuggling through natural routes and border areas. Authorities have continuously seized and prosecuted cases, totaling 55 cases recently. A significant case occurred in Sadao District, where large quantities of e-cigarettes and e-liquids were confiscated, valued at approximately 2.5 million baht.
Regarding enforcement, authorities have intensified checkpoints, intelligence investigations, and border smuggling interception. They also inspect shops, community stores, and private transport companies, especially near schools, to seriously take action against illegal sellers and importers.
The meeting received reports from related agencies on their roles, missions, and operations to prevent and address e-cigarette problems among children and youth. The Songkhla Primary Educational Service Area Office 1 reported integrating drug prevention into teaching and raising awareness of e-cigarette harms, tracking at-risk children, coordinating with parents, and monitoring shops around schools. However, challenges remain with online sales and family and community environments, requiring cooperation from all sectors.
Meanwhile, the Songkhla-Satun Secondary Educational Service Area Office has continuously implemented prevention, care, and support measures for students, driving model smoke-free schools. Currently, four model schools exist, with plans to expand across various educational institutions, focusing on creating smoke- and e-cigarette-free environments. A key challenge is controlling student behavior outside school, necessitating cooperation with families and communities. The Songkhla Provincial Education Office, coordinating data from about 696 schools in the province, has raised awareness among children, youth, students, parents, and the public about the harms of e-cigarettes through coordination with education agencies and public relations across various channels.
Customs Region 4 reported that in the past 11 months, foreign cigarettes worth approximately 90 million baht and e-cigarettes worth about 30 million baht were seized. The Songkhla border area is a major route for smuggling from Malaysia, especially at Padang Besar and Sadao customs checkpoints, which have high traffic volumes, limiting staff capacity for facilitation and inspection. Smugglers have adapted by distributing via online channels and private transport companies, requiring continuous integrated monitoring of transport routes. Recently, about 4,000 e-cigarette units valued over 3 million baht were seized. Coordination with military and police forces in high-risk areas is ongoing to intercept smuggling and distribution. There is also consideration to use CCTV and drones to monitor border areas, though budget and equipment maintenance remain constraints.
Over the past three years, Songkhla Customs has conducted approximately 1,095 investigations and crackdowns, seizing cigarettes and e-cigarettes in 267 cases, with confiscated goods valued over 57.7 million baht. Notably, e-cigarette cases have increased, reflecting both the spread and market demand.
The Songkhla Provincial Public Health Office reported a survey of vocational students showing most e-cigarette users are aged 15–19 years. They have implemented prevention and treatment efforts, including treatment clinics at 17 hospitals and about 175 subdistrict health promotion hospitals. Collaboration with the Provincial Education Office, Gen Z youth groups, and the To Be Number One project aims to build resilience and prevent entry into smoking and e-cigarette use.
The meeting also discussed drafting, amending, and updating relevant laws and regulations to align with current circumstances. Although Thailand has multiple laws controlling and suppressing e-cigarettes, practical enforcement faces limitations. Proposals include clearly defining offenses and officials’ authority, especially regarding e-cigarettes already in the country, reviewing penalties to enhance deterrence, and considering case resolution processes to prevent repeat offenses.
The President of the Office of the Ombudsman stated that the office will propose making the e-cigarette issue a "national agenda" with clear coordination mechanisms at the national level. It will also propose reviewing and amending laws, especially definitions and related offenses, to improve law enforcement effectiveness and relevance. For Songkhla Province, it is recommended as a "pilot province" to elevate e-cigarette problem-solving as a provincial agenda without waiting for national designation. The provincial governor is proposed as the chair of the driving mechanism, with follow-up every 2–3 months covering law enforcement, prevention and resilience building among youth, and legal and administrative management improvements.
Additionally, emphasis is placed on building cooperation networks among homes, temples, schools, communities, subdistrict health promotion hospitals, and related agencies to close gaps between schools and families. Efforts will accelerate resolving online sales issues by coordinating with the Ministry of Digital Economy and Society, police, and relevant enforcement agencies to establish systematic monitoring, inspection, and action against e-cigarette advertising and sales.
Regarding border areas, there is a proposal to develop cooperative mechanisms with Malaysia to jointly prevent and resolve e-cigarette smuggling issues. Also suggested is reviewing laws on importing components or substances usable in e-cigarette production and pushing for domestic laws aligned with the World Health Organization Framework Convention on Tobacco Control, particularly measures to prevent conflicts of interest and policy interference by tobacco industry stakeholders.
The President of the Office of the Ombudsman added that Songkhla Province can immediately proceed with driving various measures without waiting for the results of