FOR IMMEDIATE RELEASE
October 22, 2026

Groups File DTI Complaint Over Alleged Illegal IQOS Promotion at Filipino Music Awards

MANILA, Philippines — Ten public health, child rights, and tobacco control organizations filed a formal complaint before the Department of Trade and Industry (DTI) on Thursday, October 22, against Philip Morris International (PMI) and PMFTC over the alleged illegal promotion and sponsorship of IQOS and ZYN during the Filipino Music Awards 2026.

The complaint centers on the brands’ identification as co-presenters of the October 6 event at the SM Mall of Asia Arena, which the groups argue violates Section 14(a) of Republic Act No. 11900, prohibiting promotional sponsorships of sporting, concert, cultural, and artistic events.

The complaint, filed by Action on Smoking & Health Philippines, Child Rights Network, HealthJustice Philippines, Imagine Law, Parents Against Vape, Philippine Legislators’ Committee on Population and Development Foundation, Inc., Social Watch Philippines, Southeast Asia Tobacco Control Alliance, The Philippine Smoke-Free Movement, and Youth Against Vape, also raises concerns over promotional materials allegedly lacking required health warnings and age restrictions, as well as IQOS’s collaboration with Filipino artist Leeroy New.

The groups are calling on the DTI to investigate the alleged violations, issue a preventive measure order, direct the removal of promotional materials, and impose applicable penalties under the law. They also underscored the urgent need to protect children and young people from exposure to tobacco and nicotine marketing, stressing that strict enforcement of existing laws is essential to prevent the normalization of these products among the youth and safeguard public health.

Ms. Beverly Samson, acting Executive Director of HealthJustice PH, said the complaint underscores the need to ensure that tobacco control regulations are enforced consistently, particularly as tobacco companies explore new ways of promoting their products.

“The law is clear on restrictions against tobacco promotion and sponsorship. What needs to be established now is whether these restrictions were violated and, if so, who should be held accountable. Tobacco companies cannot be allowed to use entertainment platforms to circumvent public health safeguards,” she said.

Enforcing Restrictions on Tobacco Promotion

The Philippine Legislators’ Committee on Population and Development (PLCPD) emphasized that restrictions on tobacco advertising and sponsorship must be enforced in accordance with the law’s intended purpose.

“Congress did not establish restrictions on tobacco advertising and sponsorship only for these to be undermined through creative marketing arrangements. The intent of the law is to protect the public, especially children and youth, from tobacco promotion, including through concerts and cultural events,” said PLCPD Executive Director Au Quilala.

Meanwhile, Rizza Duro, National coordinator of the Philippine Smoke-Free Movement (PSFM), warned against the growing association of tobacco products with music, celebrities, and entertainment.

“When tobacco brands associate themselves with music, celebrities, and entertainment, the concern goes beyond simple brand visibility. These associations can make nicotine products appear socially acceptable, particularly among young people,” Duro said.

Parents Raise Concerns Over Youth Exposure

Parents Against Vape, meanwhile, expressed concern over the potential exposure of children and young people to tobacco marketing through entertainment platforms.

“Parents should not have to worry about their children being exposed to tobacco marketing while enjoying music and entertainment. Young people deserve spaces where their interests and experiences are not used as opportunities to promote nicotine products,” said Rebie Relator, President of Parents Against Vape.

The groups maintained that restrictions on tobacco and vapor products advertising, promotion, and sponsorship must be consistently enforced to protect the public, particularly young people, from marketing practices that could undermine existing public health safeguards. The impressionable youth has been the target of these marketing strategies and they need to be protected.

Results from the 2024 Global Youth Tobacco Survey highlight a concerning trend among Filipino youth aged 13 to 15: One in six students (16.2%) currently use tobacco products, marking almost a 30% rise since 2019. Direct marketing impact has also escalated, with nearly one in four students (23.6%) being exposed to branded merchandise promoting tobacco products, 181% increase over the same five-year period. 

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Media Contact:

Mariz Amante Wee

Communications Officer, HealthJustice 

+63998-885-1080 / +974-6698-6655

mariz@healthjustice.ph

Rhea Munsayac

Project Coordinator, HealthJustice

+639063970877

rhea@healthjustice.ph