Arguments for the introduction of plain packaging in the Philippines

Two studies have highlighted the benefits of implementing standardized plain packaging for cigarettes and other tobacco and nicotine products in the Philippines. They contribute to providing scientific evidence to support the plain packaging project, which has been stalled since 2019.

In 2014, the Philippines required graphic health warnings on cigarette packs. The size of these warnings has been criticized by health stakeholders as they cover only 50 % of the pack surface, the minimum required by the Framework Convention on Tobacco Control treaty requirements.[1] that the country has ratified. Indeed, the size of the warning is one of the criteria for its effectiveness. In 2021, these graphic health warnings were extended in the country to e-cigarettes, heated tobacco products and other nicotine products.

The proposal to adopt standardized plain packaging for cigarettes and other tobacco products was introduced in the Philippine Senate in January 2019, but has remained pending since then, due to the lack of scientific evidence on local population reactions to the proposal. However, two recent studies help fill this gap in local scientific data.

Acceptability of standardized plain packaging

One such study looked at the acceptability of standardized plain packaging by Filipinos. 2,000 people of all smoking statuses were surveyed on this topic and were presented with plain packaging in different colors (black, white, and Pantone 448C, the brown color recommended for plain packaging).[2].

Acceptance of the plain packaging principle was quite broad among both smokers and non-smokers, both to reduce the attractiveness of the packages (68 %), protect people from manufacturers' marketing (69 %) and increase the impact of health warnings (75 %) and to reduce experimentation with tobacco by young people (68 %). These opinions were also valid for e-cigarette packaging. The authors of the study therefore consider the population ready for the introduction of standardized plain packaging and recommend the implementation of this measure in the Philippines for all tobacco products - including heated tobacco - and e-cigarettes with or without nicotine.

Packaging that primarily targets young people

The other study compared the perception of flavored cigarette packaging or packaging with flavored capsules in samples of young smokers (18-24 years) from Mexico and the Philippines, using the focus group method.[3]The results obtained from these two populations are very convergent, suggesting a form of internationalization of the value system and decryption among young people from very distant cultures.

Young smokers were thus very clearly able to identify the graphic codes of these tobacco products, in particular those of the aromatic capsules. They considered that these products were intended for the youngest smokers and were aimed at experimenting with tobacco. The authors of the study concluded that it was necessary to ban all flavoured tobacco and to introduce standardised plain packaging in these two countries. They also considered that scientific studies conducted in other countries could be sufficient to justify the adoption of an anti-smoking measure, without necessarily reproducing these studies locally.

Keywords: Philippines, Mexico, plain packaging, flavored tobacco, flavor capsules, scientific evidence

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[1] Encouraging health warnings on tobacco packaging, WHO, accessed September 1, 2021.

[2] Amul G, Santiago AJ, Arda JR, Mallari E, Opportunities for Plain Packaging of Tobacco Products in the Philippines: Results of a Nationwide Online Survey (May 2, 2023). ASOG Working Paper 23-003, https://ssrn.com/abstract=4434582 or http://dx.doi.org/10.2139/ssrn.4434582

[3] Grilo G, Brown JL, Cohen JE, Clegg Smith K. Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines. Tobacco Induced Diseases. 2023;21(July):98. doi:10.18332/tid/168376.