5 May 2025, Manila – Civil society organizations are denouncing Philip Morris’ continued illegal promotion of IQOS heated tobacco products (HTPs) despite an order from the Department of Trade and Industry(DTI) directing the company to cease its use of celebrities and evocative lifestyle imagery to target the general public, especially the youth, in marketing these tobacco products. While the tobacco giant appears not to have pushed through with sponsoring a performance by Steve Aoki, social media posts show that it continued to hold private parties to celebrate its product line co-branded with the renowned DJ and musicproducer, actions which the DTI had earlier flagged as a violation of Republic Act No. 11900.
Last 23 April 2025, the DTI ordered Philip Morris Fortune Tobacco Corporation (PMFTC), the local subsidiary of the world’s largest transnational cigarette company, to stop the cross-promotion between DJ Steve Aoki and PMI’s addictive IQOS product. In addition to co-branding a harmful tobacco product with acelebrity popular among youth, PMFTC was promoting a concert with the famous DJ. Even after its permitwas rejected by the local government of Taguig for violating its ordinance on marketing near health facilities and after facing a fine for breaking the national law, PMFTC has continued its celebrity marketing.
“The April 23 preventive measure order from the DTI is a significant move toward protecting the youth,” said Au Quilala, Deputy Executive Director of the Philippine Legislators Committee on Population andDevelopment and Convenor of the Child Rights Network. “However, we should demand a complete stop of all celebrity collaborations to promote HTPs, in line with our laws.”
Parents Against Vape President Rebie Relator added, “It is shocking that Philip Morris chose a DJ as popular among the youth as Steve Aoki. Our children are clearly the target—and we will never accept this.”
Research by the Truth Initiative indicates that youth exposed to tobacco content on social media are twiceas likely to use tobacco. Steve Aoki’s branding now appears on IQOS’ Iluma devices, and his YouTube channel and merchandise are well-regarded among young EDM enthusiasts, gaming, and anime fans.
“The law bans the use of celebrities in promoting tobacco products and this prohibition must be strictlyenforced,” said Atty. Faith Laperal, Executive Director of HealthJustice
Philippines. “When tobacco companies use actors, musicians, celebrity chefs, and other lifestyle influencers popular with the youth, it creates a false sense of aspiration and relatability that encourages them to view smoking as a desirable lifestyle. We urge DTI to take action on other collaborations withcelebrities by the tobacco industry, in addition to its response to the IQOS x Steve Aoki marketing.”
“Republic Act No. 11900 weakened the comprehensive ban on tobacco and vape advertising,” said Atty.Anna Bueno, Project Manager for ImagineLaw. “Despite this, the intention of the law is clear in that it bans the use of celebrities and prohibits marketing of HTPs and electronic cigarettes in a manner that appeals to the youth, whether through design, use of influencers or personalities, or by portraying a lifestyle.”
“In addition to undermining regulations, the industry’s strategy to promote HTPs in other countries is to make these products appear more ‘premium’,” said Ulysses Dorotheo, Executive Director of SEATCA. “They use upscale venues, contract celebrities, and arrange aspirational by-invitation parties to promote their harmful products to younger generations. If we really care about the youth, we need to end all celebrity partnerships with the tobacco industry and close regulatory loopholes that allow shameful marketing of electronic smoking devices.”
Meanwhile, Dr. Maricar Limpin, Executive Director of Action on Smoking and Health Philippines, and past president of the Philippine College of Physicians, strongly supports mounting calls for DTI and other government regulators to “remain vigilant against attempts of the tobacco and vape industry to abuse theimperfections in the law with the ways they market their products.” She likewise urges celebrities, artists and social media influencers to “not allow their popularity and fame to be, in any way, associated with an industry that has historically and consistently built its empire around deception and selling addiction.”
In addition to working with the celebrity DJ, Philip Morris also works with Chef Josh Boutwood to promoteIQOS HTPs. Philip Morris previously faced controversy in 2024 when leaked documents exposed its strategy to recruit new users through IQOS marketing, contradicting claims of supporting smoking cessation.
Art cards and other materials on Aoki x IQOS: A Collab We Don’t Need
Protect the youth. No to tobacco industry-sponsored concerts!
Contact Information:
Ms Val Bugnot, Media and Communications Manager, SEATCA
Email: val@selatca.org
Mobile: +63 917 312 4600