 The global e-cigarette market has grown rapidly over the past decade, with many of the top players being large multinational tobacco companies. This has led to increased availability of e-cigarettes in Southeast Asia, where they are now available in 6 out of 10 countries. Despite the rapid growth, there is limited research on the effects of e-cigarettes in the region, as well as few regulatory measures in place to control their use. Transnational tobacco companies are taking advantage of this lack of regulation, targeting youth, and offering a wide range of flavors and designs to appeal to consumers. Additionally, e-cigarette-related injuries and diseases have been reported in some countries, highlighting the need for further research and regulation. This article was authored by Yvette van der Eij, Grace Tan, Swan Ong, and others.