<![CDATA[Background: The National Health and Morbidity Survey 2022 found that the current prevalence of tobacco product use among Malaysian adolescents is 18.5%, with the majority (14.9%) using electronic cigarettes and vapes (ECVs) (Institute for Public Health, Ministry of Health, 2022). The increased prevalence of young girls using ECVs is particularly concerning, since smoking is not commonly the norm among girls and women. Objective: This case study aimed to unpack the disadvantages and advantages of a journalist reporting on the research topic, to also take on the role of a researcher, and the ethical considerations involved. Methods: This research comprised in-depth interviews with ECV users and stakeholders representing academia, the Ministry of Health Malaysia (MOH), and the industry. Results: The results indicate that ECV use is viewed by both men and women mainly as a health issue, as there is no difference in how males and females respond to 14 of the Health Belief Model (HBM) perceptions. Concerned about the “vulnerable” population—women and children—especially girls, stakeholders recommended that ECV-related policymaking take into account the protection of these groups, particularly since ECV use is less of a taboo for women than cigarettes. Conclusion: When exploring a new social, political, health, and economic phenomenon, namely the prevalence and policy to address ECV uptake in Malaysia, a journalist taking on the role of a principal researcher adds richness to the literature review and the qualitative data collection process. However, the risk of bias must be adequately addressed as a validity strategy, and the methodology must be clearly defined to ensure academic rigour, objectivity of the research, and accuracy of the findings.]]>
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