Counterfeit surge highlights urgent need for enforcement and consumer education as ilicit disposables now dominate market share, hitting regulated sales.
Altria Group has raised alarm over the rising tide of counterfeit vaping products in the U.S., warning that illicit disposables now represent more than 60% of the market.
The company says this surge is undermining demand for regulated products such as its recently acquired Njoy line, despite posting 30% revenue growth last year.
Executives say the sheer volume of fakes, often smuggled through ports and sold at lower prices, is eroding trust and making it harder for compliant brands to compete.
Many counterfeit products bypass safety standards, contain undeclared nicotine strengths, and are marketed with youth-appealing flavors, further complicating the regulatory landscape.
“If counterfeits keep flooding the market, regulated brands will struggle to compete.”
As a result, Altria has revised its 2028 growth forecasts downward, citing counterfeit saturation as a major headwind.
Industry associations are urging lawmakers to allocate more resources to customs enforcement and impose harsher penalties on rogue distributors.
Consumer education campaigns are also being called for, to help buyers distinguish between legitimate and illegal products.
The situation underscores the dual challenge regulators face: protecting public health while ensuring adult consumers retain access to safe, compliant options.
Without stronger intervention, Altria warns that the counterfeiting epidemic could stifle innovation, reduce tax revenues, and leave consumers exposed to potentially unsafe devices.
