JP

Japan

Restricted
🌐
Online Sales
Allowed
🏪
Offline Sales
Allowed
🎂
Legal Age
20+
🚫
Ban Scope
Partial

Allowed Product Types

Pod SystemRefillableHeat-not-BurnNicotine free electronic cigarettes

Purchase Channels

Convenience StoreSpecialty StoreOnlineVending Machine

Required Certifications

MHLW Certification

Complete Policy Details

Sales Bans

Prohibition of nicotine products

Latest Developments

1. Nicotine containing electronic cigarette liquids are prohibited from commercial sale within the country. According to Japan's PMD Act, nicotine containing electronic cigarette liquids are classified as drugs rather than consumer goods and cannot be sold in stores or online platforms. Nicotine electronic cigarettes cannot be legally purchased in Japan. 2. Nicotine free electronic cigarette liquid and heated tobacco products (HNB) are completely legal and can be purchased at electronic cigarette specialty stores, convenience stores, and online platforms.. The Japanese government plans to increase the tax rate on heated tobacco products (HNB) to the same level as traditional cigarettes in the 2026 fiscal year. In early 2025, the Japanese government announced that it would completely eliminate the tax gap between HNB and traditional cigarettes by 2026, and planned to further increase the tax rates for both types of products after the 2027 fiscal year. Increasing tobacco taxes as a source of funding to enhance national defense capabilities. This policy reversal has sparked strong protests from Philip Morris Japan. 4. Individuals are allowed to bring nicotine e-liquid into the country for personal use. Passengers are usually allowed to bring a small amount of nicotine e-liquid into the country (usually around 120mL in total). Exceeding the customs limit may result in confiscation. The lithium-ion battery recycling system will be implemented in April 2026. The revised version of the "Promotion of Effective Resource Utilization Act" requires companies that use lithium battery containing devices such as electronic cigarettes to fulfill their recycling obligations. Heating tobacco products account for about 40% of Japan's total domestic tobacco demand

Policy Trends

1. Tax policy reversal: shifting from providing long-term tax benefits to HNB to eliminating tax differentials by 2026, aimed at protecting traditional cigarette sales and the interests of domestic tobacco farmers. The Liberal Democratic Party Tobacco Parliamentary Alliance calls for a complete equalization of the tax burden on HNB and cigarettes, and if it is necessary to further increase the tobacco tax rate, hopes to implement it in stages and in small amounts. 2. The tax treatment for heated tobacco products will be completely balanced with traditional cigarettes in the 2026 fiscal year. After the fiscal year 2027, the tax rates for both types of products will be further increased simultaneously. 3. Japan's unique regulatory "dual track system": electronic cigarettes (including nicotine) are regulated by PMD law; Nicotine free electronic cigarettes and heated tobacco products are regulated as consumer goods or tobacco products. 4. Expansion of lithium battery recycling obligations: Starting from April 2026, companies that sell over 300000 units of heated electronic cigarette equipment annually must recycle lithium batteries from discarded equipment. 5. Foreign products are subject to stricter import contract review (PACT Act will take effect from October 2024 and continue until 2026).

Taxation

Consumption tax (VAT): 10% There is no plan to increase the consumption tax in 2026, and this year's main tax reform focuses on internal tax adjustments for tobacco products Heated Tobacco Products (HNB): The original tax rate was about 70-90% of the cigarette tax, and the tax difference will be eliminated in the 2026 fiscal year, bringing its tax rate to the same level as traditional cigarettes. It is estimated that the price of each box of heated tobacco products will increase by 54 to 104 yen. Starting from the fiscal year 2027, the tax rates for both types of products will be further increased simultaneously, with each product's tax revenue increasing by approximately 2 yen Nicotine containing e-liquid: As a drug, it is not subject to the consumer goods tax framework (commercial sales prohibited) Nicotine free e-liquid: subject to the Tobacco Industry Law, taxed based on capacity or weight Imported electronic cigarette equipment: 10% consumption tax+applicable tariffs (equipment usually 3-6%)

Sales Channel Restrictions

Nicotine containing electronic cigarette liquid: cannot be sold as a consumer product in stores or online (prohibited by PMD law). Nicotine free electronic cigarette liquid: can be legally sold in electronic cigarette specialty stores, convenience stores, and online platforms. Heated Tobacco Products (HNB): can be sold in licensed tobacco retail stores and will be under the same system as cigarettes after the 2026 tax reform. Individuals are allowed to bring nicotine e-liquid into the country for personal use, with a usual limit of 120mL in total. The vending machine sales are limited to nicotine free products only. Internet sales: nicotine free products can be sold online; Online sales of nicotine containing products are also prohibited (similar to in store sales). Prohibit the sale of tobacco products (including nicotine free electronic cigarettes) to individuals under the age of 20. Direct overseas sales are subject to PACT Act restrictions.

Age Restrictions

20+

Flavour Restrictions

There are no specific taste restrictions for electronic cigarettes. Nicotine containing products are not allowed for commercial sale, therefore this provision does not apply Nicotine free products with unlimited taste Heating tobacco products must display nicotine and tar content on the packaging

Product Specifications

Nicotine containing electronic cigarette liquid: Commercial sales are prohibited (classified as drugs under PMD law). It can only be sold as a drug with a prescription, but there are almost no legal products in the actual market. Nicotine free electronic cigarette liquid: legal and freely available for sale Nicotine concentration limit: Nicotine containing products must comply with the drug approval standards of the Ministry of Health, Labour and Welfare if used as drugs Smoke cartridge capacity: no specific limit Prohibited additives: Nicotine containing products are subject to drug standard specifications; Nicotine free products must comply with the Consumer Product Safety Law Prohibition of Minors: Linked with the Smoking Prohibition Law for Minors (legal for those over 20 years old) Nicotine salt products are prohibited (equivalent to nicotine liquid)

Hardware Requirements

Nicotine free electronic cigarette devices: must comply with electrical safety standards (PSE mark certification) and consumer product safety requirements Nicotine containing e-liquid hardware: Not suitable for general market (only for pharmaceutical use) Battery safety: Must comply with PSE certification standards (Japanese Electrical Safety Act), including overcharge, overheating, and short circuit protection Heating tobacco equipment: must comply with PSE certification and display nicotine and tar content on the packaging Starting from April 2026, lithium battery equipment (including heating tobacco equipment) must be included in the enterprise recycling system, and relevant enterprises have the obligation to recycle lithium batteries from waste equipment

Packaging Requirements

Nicotine containing products must comply with drug packaging standards (for drug use only, not available in actual commercial channels) Nicotine free electronic cigarette liquid: The packaging must indicate a list of ingredients, a nicotine free declaration, and a warning of "prohibited for use under 20 years old" Heating tobacco products: The packaging must display nicotine and tar content and comply with the labeling requirements of the Tobacco Tax Act Packaging must not use misleading health claims Starting from April 2026, battery recycling information must be labeled on the packaging or instruction manual Prohibit the use of packaging designs that may attract children

Advertising Restrictions

Nicotine free products: strictly restricted from targeting minors and not attracting minors Prohibition of health claims (such as "harmless", "healthy", etc.) Nicotine containing products: limited to medical professional promotion only, strictly restricted in terms of promotion to the public Heating tobacco products: Advertising is subject to dual restrictions under the Health Promotion Act and the Tobacco Industry Act Social media platforms are not directly prohibited, but the content must comply with the above regulations

Notification Requirements

Nicotine free products: applicable to the major accident reporting system under the Consumer Product Safety Law Nicotine containing products: As drugs, they must be approved by the Medical Products and Devices Authority (PMDA) (Drug Marketing Authorization), which has a long approval cycle and high cost Heating tobacco products: must comply with the registration requirements of the Tobacco Industry Law, and product information must be declared to the Ministry of Finance PACT Act (effective from October 2024): Foreign manufacturers must register with the Attorney General and provide a compliance statement to the carrier in each shipment Enterprises that sell over 300000 units of heating tobacco equipment annually must report their recycling plans and implementation status to the Ministry of Economy, Trade and Industry (starting from April 2026)

Policy Documents

PMD Act: Nicotine containing electronic cigarette liquids are regulated as drugs Health Promotion Law: Regulations on Smoking Prohibition in Public Places Tobacco Industry Law: Nicotine free electronic cigarettes and heated tobacco products are subject to this law Consumption Tax Law: Value added Tax Collection Law Tobacco Tax Law: Law on the Collection of Tobacco Consumption Tax Regulations on the Supervision of Personal Imported Drugs by Japanese Customs Revised version of the Promotion of Effective Resource Utilization Act (to be implemented in April 2026) PACT Act (Prevention All Cigarette Trafficking Act, effective October 2024, to continue in 2026)

Competent Authorities

Ministry of Health, Labour and Welfare (MHLW): Leading drug classification, health promotion, and public health policy formulation Ministry of Finance: Tobacco Tax Policy, Consumption Tax Administration, and Implementation of HNB Tax Reform Ministry of Economy, Trade and Industry (METI): Consumer Product Safety, PSE Electrical Safety Certification, Lithium Battery Recycling System Management Japanese Customs: Control of Imported Electronic Cigarette Products, Inspection of Personal Carrying into the Country Medical Products and Devices Agency (PMDA): Drug Approval for Nicotine Containing Products Consumer Department: Compliance Supervision of Packaging Labels and Advertising

Policy Details

1. Nicotine containing electronic cigarette liquids are prohibited from commercial sale within the country. According to Japan's PMD Act, nicotine containing electronic cigarette liquids are classified as drugs rather than consumer goods and cannot be sold in stores or online platforms. Nicotine electronic cigarettes cannot be legally purchased in Japan. 2. Nicotine free electronic cigarette liquid and heated tobacco products (HNB) are completely legal and can be purchased at electronic cigarette specialty stores, convenience stores, and online platforms.. The Japanese government plans to increase the tax rate on heated tobacco products (HNB) to the same level as traditional cigarettes in the 2026 fiscal year. In early 2025, the Japanese government announced that it would completely eliminate the tax gap between HNB and traditional cigarettes by 2026, and planned to further increase the tax rates for both types of products after the 2027 fiscal year. Increasing tobacco taxes as a source of funding to enhance national defense capabilities. This policy reversal has sparked strong protests from Philip Morris Japan. 4. Individuals are allowed to bring nicotine e-liquid into the country for personal use. Passengers are usually allowed to bring a small amount of nicotine e-liquid into the country (usually around 120mL in total). Exceeding the customs limit may result in confiscation. The lithium-ion battery recycling system will be implemented in April 2026. The revised version of the "Promotion of Effective Resource Utilization Act" requires companies that use lithium battery containing devices such as electronic cigarettes to fulfill their recycling obligations. Heating tobacco products account for about 40% of Japan's total domestic tobacco demand 1. Tax policy reversal: shifting from providing long-term tax benefits to HNB to eliminating tax differentials by 2026, aimed at protecting traditional cigarette sales and the interests of domestic tobacco farmers. The Liberal Democratic Party Tobacco Parliamentary Alliance calls for a complete equalization of the tax burden on HNB and cigarettes, and if it is necessary to further increase the tobacco tax rate, hopes to implement it in stages and in small amounts. 2. The tax treatment for heated tobacco products will be completely balanced with traditional cigarettes in the 2026 fiscal year. After the fiscal year 2027, the tax rates for both types of products will be further increased simultaneously. 3. Japan's unique regulatory "dual track system": electronic cigarettes (including nicotine) are regulated by PMD law; Nicotine free electronic cigarettes and heated tobacco products are regulated as consumer goods or tobacco products. 4. Expansion of lithium battery recycling obligations: Starting from April 2026, companies that sell over 300000 units of heated electronic cigarette equipment annually must recycle lithium batteries from discarded equipment. 5. Foreign products are subject to stricter import contract review (PACT Act will take effect from October 2024 and continue until 2026).
Last Updated: 2026-10