Standing firm for public health: Philippine advocates file a formal complaint with the DTI against PMFTC’s sponsorship of a DJ Steve Aoki concert in BGC. The groups are concerned the event promotes e-cigarettes and heated tobacco products, violating RA 11900, especially with the “IQOS ILUMA x Steve Aoki” collaboration. ((L-R) Atty Sophia Monica San Luis, Executive Director of ImagineLaw, Ralph Degollacion, Managing Director of HealthJustice, Judy delos Reyes, Project Coordinator of Parents Against Vape, Au Quilala, Deputy Executive Director of Deputy Executive Director of the Philippine Legislators’ Committee on Population and Development, convenor of the Child Rights Network, and Rizza Duro, National Coordinator, Philippine Smoke-Free Movement)
15 April 2025, Manila – Public health organizations in the Philippines filed a complaint expressing their concerns regarding an upcoming DJ Steve Aoki concert at the Xylo Club in Bonifacio Global City (BGC), Taguig City being sponsored by Philip Morris Fortune Tobacco Corporation (PMFTC) in violation of Republic Act No. 11900, also known as the Vaporized Nicotine and Non-Nicotine Products Regulation Act. The advocates submitted the complaint to the Office for the Special Mandate on Vaporized Nicotine and Non-Nicotine Products (OSMV) at the Department of Trade and Industry (DTI).
Expressing their commitment to uphold public health regulations and ensure the well-being of the Filipino community, particularly the youth, the advocates’ complaint centers on the scheduled promotional activity on 26 April 2025 at Xylo Club, as reported by the Daily Tribune. The groups expressed grave concerns about the involvement of a celebrity, DJ Steve Aoki, to promote or encourage the use of e-cigarettes and heated tobacco products, specifically the “IQOS ILUMA x Steve Aoki Limited Edition Collaboration”.
DJ Steve Aoki is a globally recognized music artist with a massive following including minors and non-smokers. His engagement and the use of his branding by PMFTC to promote and endorse its IQOS ILUMA product line constitutes a clear endorsement and a violation of Sections 12(c) and 14(a) of RA 11900. The use of his signature mark, which features a smiley face, as well as bright, playful, and even glow-in-the-dark colors make the products attractive to minors in violation of Section 12(a) of RA 11900.
Section 12(a) prohibits product communications that appeal to individuals under 18 years of age, using cartoons, anime, animated characters, youth influencers, personalities, and the like, while Section 12(c) explicitly prohibits the use of celebrities to promote or encourage the use of e-cigarettes and heated tobacco products. Section 14(a) strictly prohibits the sponsorship of any sport, concert, cultural, or art event.
Mr Judy delos Reyes, Project Coordinator of Parents Against Vape, questioned this deliberate tactic: “Using smiley faces, neon colors, and an internationally-acclaimed music artist for promotion begs the question: Who is the tobacco industry really targeting? The tactics are obvious, and we will not stand idle as they try to lure and victimize our youth.”
This pattern of behavior, according to Atty. Sophia Monica V. San Luis, Executive Director of ImagineLaw, “…shows us yet again how the tobacco industry works, and why we need a comprehensive ban against any form of advertising, promotion, or sponsorship. Even with the clear prohibition against contracting celebrities to promote or encourage the use of heated tobacco products, PMFTC has contracted DJ Steve Aoki to help promote or encourage the use of heated tobacco products.”
Adding to their concerns about youth targeting is the event’s location, as Section 9 of RA 11900 prohibits the sale, promotion, advertising, and product demonstration of vaporized nicotine and non-nicotine products within 100 meters from any school, playground, or facility frequented by minors. The event will be held in close proximity to the British School Manila and Uptown Mall — a shopping center frequented by minors. This proximity raises deep concerns about the exposure of minors to these harmful products.
Ms. Rizza Duro, National Coordinator of the Philippine Smoke-Free Movement urged DTI to act on this matter decisively. “Enforce the law. Investigate this alleged violation and hold those responsible accountable. The future of our youth cannot be compromised by corporate interests,” said Ms Duro.
Atty. Faith Laperal of HealthJustice likewise called upon the DTI to take firm action. “The law was created to prevent exactly this kind of exploitation. We urge DTI to not just enforce the law, but to protect the next generation from being targeted by an industry that profits from addiction,” she stated.
“This a blatant disregard of the law, and DTI should put a stop to this,” echoed Dr Ulysses Dorotheo, Executive Director of the Southeast Asia Tobacco Control Alliance (SEATCA), recalling the withdrawal of Philip Morris Philippines Manufacturing Inc. (PMPMI) as a sponsor for the 2008 concert of the Eraserheads, due to the clear prohibition of tobacco industry sponsorship under the Tobacco Regulation Act of 2003 (RA 9211).
“As a globally recognized celebrity and a brain health advocate, Steve Aoki should refuse being associated with the tobacco industry and its harmful business,” added Dorotheo.
“As we see a growing vaping epidemic among Filipino children and youth, we expect the government to implement safeguards in existing laws to protect them from the harms of these products. We urge our policymakers and implementers to prioritize public health and our young people over the interest of the industry,” noted Ms Au Quilala, Deputy Executive Director of the Philippine Legislators’ Committee on Population and Development, convenor of the Child Rights Network.
The activity also undermines the Philippines’ obligations to the WHO Framework Convention on Tobacco Control (FCTC) which the Supreme Court has recognized as part of the law of the land.
A copy of the letter of complaint can be accessed here.
Contact Information:
Ms Val Bugnot, Media and Communications Manager, SEATCA
Email: val@selatca.org
Mobile: +63 917 312 4600
About SEATCA
SEATCA is a multi-sectoral non-governmental alliance promoting health and saving lives by assisting ASEAN countries to accelerate and effectively implement the tobacco control measures contained in the WHO FCTC. Acknowledged by governments, academic institutions, and civil society for its advancement of tobacco control in Southeast Asia, the WHO bestowed on SEATCA the World No Tobacco Day Award in 2004 and the WHO Director-General’s Special Recognition Award in 2014. SEATCA is an accredited ASEAN entity and an official Observer to the WHO FCTC Conference of Parties.