ICMR study flags unregulated herbal tobacco products on e-commerce sites

Dr Prashant Kumar Singh, lead author and scientist, ICMR-National Institute of Cancer Prevention and Research, said that their study, published in the journal Tobacco Control, found at least 316 unverified herbal products targeting tobacco users across major Indian e-commerce platforms.

“Herbal tobacco cessation products (HTCPs), marketed with claims to support tobacco or nicotine cessation, are increasingly sold online in low and middle-income countries. However, there is little regulatory oversight or evidence on their safety and effectiveness. This study assessed the availability, affordability, claims and regulation of HTCPs on Indian e-commerce platforms,” Dr Singh told The Indian Express.

In India, as per the report, there are approximately 266.8 million users of tobacco, the majority of whom consume smokeless tobacco products. Despite substantial progress in tobacco control, the reach of cessation services remains uneven across different population groups. According to the study authors, recent studies indicate that HTCPs are increasingly being used by young adults and the regulatory landscape for these products remains fragmented.

HTCPs encompass a broad category of formulations—including herbal capsules, lozenges, gutkha substitutes, powders and herbal smokes—claimed as natural, safer alternatives to conventional pharmacotherapy.

According to Dr Singh, these products are increasingly available on digital platforms, where vendors often make therapeutic claims such as ‘eliminates cravings,’ ‘detoxifies lungs,’ or ‘replaces gutkha safely’.

Researchers searched some of the major Indian e-commerce platforms, screened product listings and categorised product type, claimed indications, presence of disclaimers, regulatory approvals and pricing.

“We were able to identify 316 unique HTCPs across some of the major Indian e-commerce platforms,” he said.

The study showed that HTCPs were marketed in three primary formulations: combustible products (42.7 per cent), raw herbal preparations (34.5 per cent) and other formats such as gummies, drops, capsules and patches (22.8 per cent). Products featured diverse flavours and varied widely in pricing.

“Our verification of regulatory claims through official databases adds credibility to the findings,” Dr Singh said.

According to the study findings, only 23 per cent of products with AYUSH claims and 15 per cent with Central Drugs Standard Control Organisation (CDSCO) claims could be verified through official databases. Of the 316 HTCPs, 197 (62.3 per cent) reported at least one form of certification claim.

Additionally, 43.7 per cent of products promoted ancillary health claims such as detoxification or anxiety relief. Only 12 of the products displayed age restrictions, and none had functional age verification mechanisms. A small fraction (0.5 per cent) referenced World Health Organization (WHO) affiliation, raising concerns about potentially misleading endorsements.

The authors urged e-commerce platforms to implement mandatory health claims verification and functional age-restriction protocols. They added that all products must undergo testing in accredited facilities, such as the National Tobacco Testing Laboratories.