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New Study Raises Alarms Over Unregulated “Herbal” Quit-Smoking Products on Amazon, Flipkart, Blinkit
August 22, 2025—New Delhi: A recent study from the Indian Council of Medical Research (ICMR)-National Institute of Cancer Prevention and Research (NICPR), published in BMJ’s Tobacco Control journal, has revealed a largely unregulated marketplace for herbal tobacco cessation products (HTCPs) across major Indian e-commerce platforms, including Amazon, Flipkart, Blinkit, JioMart, and Meesho. The study, released on August 20, 2025, found 316 unique HTCPs being sold online, raising significant questions about product safety, consumer protection, and public health policy.
Background: An Unchecked Market for “Natural” Quit Aids
India faces a significant tobacco burden: with an estimated 266.8 million tobacco users, the majority consuming smokeless products, quitting support is critical for public health. In this context, herbal tobacco cessation products—ranging from lozenges, capsules, gutkha substitutes, powders, and “herbal smokes”—are increasingly marketed online as “natural” and safer quit-smoking options.
The promise is alluring, but experts warn that these claims are rarely backed by clinical evidence or enforced by regulatory protocols. In contrast to regulated pharmacotherapies, these products often bypass scrutiny, especially when sold digitally.
Key Findings: Statistics and Concerns
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Product Landscape: 316 unique herbal tobacco cessation products were identified across five major Indian e-commerce sites.
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Formulations: Products appeared in three broad types: combustible items (42.7%), raw herbal preparations (34.5%), and other forms—such as gummies, capsules, and patches (22.8%).
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Pricing: Prices varied widely, from as little as ₹15 to ₹1,467, with the most expensive options found on Amazon.
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Certifications and Claims:
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62.3% of products displayed at least one certification, including ISO, AYUSH systems (Ayurveda, Yoga, Naturopathy, Unani, Siddha, Homoeopathy), Good Manufacturing Practice, or FSSAI. However, there is no regulatory guarantee that such certifications relate to efficacy in quitting tobacco.
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43.7% of products made additional health claims, such as detoxification, anxiety relief, or even direct references to WHO affiliation (0.5%), which could mislead buyers.
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Only 12% of products displayed any form of age restriction, and none were found to use verifiable age controls.
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Misleading Messaging: Many products use flavors like apple, paan, and gulkand, possibly to appeal to youth and first-time users.
Expert Perspectives: Call for Regulation and Caution
Dr. Prashant Kumar Singh, the study’s corresponding author at ICMR-NICPR, stated,
“Herbal tobacco cessation products are widely available on Indian e-commerce platforms with unverified health claims and minimal regulatory disclosure. This poses significant consumer protection and tobacco control challenges. Strengthened oversight, claim verification, and policy alignment with the WHO Framework Convention on Tobacco Control guidelines are urgently needed.”
To provide balance, Dr. Priya Raghavan, a Mumbai-based clinical pharmacologist unaffiliated with the study, commented:
“Labels such as ‘herbal’ or ‘natural’ do not necessarily imply safety or proven effectiveness, especially when products aren’t tested in rigorous clinical trials. Consumers should be skeptical of dramatic claims on any product not formally approved for tobacco cessation.”
Context: India’s Tobacco Control and the Rise of E-Commerce
While India has made strides in tobacco control—banning electronic nicotine delivery systems (ENDS/e-cigarettes) and enforcing graphic warnings—herbal alternatives have largely slipped through regulatory cracks. The boom in online sales has only complicated oversight, enabling vendors to market directly to consumers with little accountability.
The study notes that the reach of cessation services is uneven, and many people searching for help with quitting tobacco may unwittingly buy products with unsubstantiated claims. This is particularly concerning for teens and young adults, who may be drawn by attractive flavors and the “herbal” branding.
Public Health Implications: Potential Risks & Gaps in Regulation
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Consumer Misperception: The “herbal” tag may create false perceptions of safety, potentially delaying evidence-based quit attempts.
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Safety/Efficacy Unknowns: There is little independent research confirming that these herbal products are effective or safe as tobacco cessation aids.
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Regulatory Gaps: The lack of age verification, health warnings, or product registration creates risk for consumers and undermines tobacco control efforts.
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Policy Recommendations: Experts urge that India update legal frameworks to cover herbal cessation products, aligning with international standards like the WHO FCTC.
Limitations and Counterarguments
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Industry Viewpoint: Some herbal product vendors cite certifications or traditional medical systems, but the study found these do not directly measure or guarantee quit efficacy.
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Lack of Enforcement: E-commerce platforms state that they follow guidelines, but controls on such products remain inconsistent and poorly evaluated.
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Research Scope: This was an observational study of e-commerce listings, not a clinical efficacy trial; real-world effectiveness or toxicity data are limited.
What Should Consumers Do?
Anyone seeking to quit tobacco should prioritize interventions backed by clinical research—such as behavioral counseling or pharmacotherapies approved by national or international health authorities—and consult qualified healthcare providers. “While herbal approaches may be attractive, their safety and effectiveness remain unproven. Always be skeptical of online health claims that seem too good to be true,” advises Dr. Raghavan.
Conclusion
The ICMR-NICPR study provides a timely warning about the unregulated expansion of herbal tobacco cessation products in India’s growing online marketplace. As digital health commerce accelerates, safeguarding consumer health requires urgent updates to policy, enforcement, and public awareness—a message echoed by both researchers and frontline clinicians.
Medical Disclaimer
Medical Disclaimer: This article is for informational purposes only and should not be considered medical advice. Always consult with qualified healthcare professionals before making any health-related decisions or changes to your treatment plan. The information presented here is based on current research and expert opinions, which may evolve as new evidence emerges.
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