A Singapore influencer was fined S$3,500 on May 29, 2024, for publishing an advertisement for imitation tobacco products on Telegram [1].

The case highlights the Singaporean government's strict enforcement of tobacco laws and its willingness to target high-profile social media personalities to deter illegal vaping promotion.

Eunice Joy Ng, 26, who is known online as "Mermaid Girl," was found in breach of the Tobacco (Control of Advertisements and Promotion) Act [1], [2]. The legislation prohibits the advertising or promotion of e-cigarettes and other imitation tobacco products within the city-state [1], [2].

According to court records, Ng published a post on the messaging app Telegram that suggested the purchase of vape products [1], [2]. While the prosecution sought a fine of S$4,000 [1], the court imposed a penalty of S$3,500 [2]. This amount is equivalent to approximately RM18,882 [2].

Singapore maintains some of the strictest anti-vaping laws globally. The ban extends not only to the possession and sale of these devices, but also to any form of digital promotion that could encourage the public to acquire them. By utilizing Telegram, a platform often used for private commerce, the influencer attempted to bypass traditional advertising channels, but the authorities tracked and penalized the activity.

Ng's case serves as a legal precedent for other digital creators in the region. The court's decision emphasizes that the reach of an influencer's platform does not grant immunity from national health and safety regulations.

“The case highlights the Singaporean government's strict enforcement of tobacco laws.”

This enforcement action demonstrates Singapore's commitment to a 'zero-tolerance' policy regarding e-cigarettes. By penalizing a well-known influencer, the state is signaling that digital platforms like Telegram are not safe havens for illegal trade and that the visibility of a public figure will be used as a deterrent to others.