UAE becomes the first country in the Middle East to legalize new types of tobacco, opening a new emerging market for e-cigarette. According to the Emirates Authority for Standardisation and Metrology (ESMA), UAE will allow the sale and use of electronic smoking devices, providing they meet the new standards, which has come into effect from the mid-April. This standard is aimed to regulate the ingredients that contained in the electronic smoking devices, thus to ensure that no banned substances that harmful to the public health, are used.