Philippines: Free distribution of nicotine products in bars and nightclubs

In the Philippines, heated tobacco devices, nicotine pouches, and e-cigarettes are being promoted in festive settings, through immersive events, partnerships with cultural figures, and free distribution in bars and clubs. These practices, which associate the products with positive sensory experiences and contemporary values such as innovation and sustainability, raise public health questions, particularly regarding their impact on young adults and compliance with existing regulatory frameworks.

By positioning themselves at the crossroads of entertainment, fashion and sustainable development, these marketing campaigns aim to integrate products into the daily uses of a young and connected audience.

Sensory events and cultural partnerships around IQOS

In early 2025, several promotional campaigns for IQOS ILUMA, a heated tobacco device developed by Philip Morris International (PMI), were organized in the Philippines, primarily targeting young adults. One of the most visible events was the sponsorship of a concert by DJ Steve Aoki in Manila, as part of an operation called Savor the Sensations, focused on the world of aromas and sensory stimulation[1].

The entire evening was designed as an immersive, multi-sensory experience, centered around the flavors offered by IQOS heated tobacco sticks. Several interactive stations allowed participants to combine the aromas of these products with cocktails specially developed for the event, in a spirit of sensory pairingVisual, olfactory and taste elements were coordinated to create a coherent and engaging atmosphere, reinforcing the product's anchoring in a festive, high-end and technological image.

This operation was part of a broader product revaluation campaign, including the presentation of a trendy partnership between PMI and Steve Aoki: a limited-edition jacket, made from recycled materials from used IQOS devices, illustrating a clear desire to integrate environmental discourse into the marketing strategy. The association of the product with the figure of an international celebrity, with values of innovation and very contemporary aesthetic codes clearly aimed to attract a young, urban and connected audience.

Several public health organizations have expressed concern following this incident. A formal complaint has been filed with the Philippine Department of Health and the Food and Drug Administration.[2], arguing that the sponsorship of the concert by a company linked to the tobacco industry contravened Articles 5.3 and 13 of the WHO Framework Convention on Tobacco Control (FCTC). According to the plaintiffs, this form of sponsorship, although indirect, constitutes a way of promoting nicotine products by circumventing advertising restrictions, particularly to a young audience.

The organizations emphasize that this type of event, by combining celebrity, sensory experience, and a festive atmosphere, can alter the perception of the risks associated with these products, reduce awareness of their addictive and toxic nature, and encourage the initiation or transition to other forms of nicotine consumption. They call for stronger protective measures against tobacco industry marketing strategies, particularly in cultural and social environments frequented by young adults.

ZYN nicotine pouches also promoted in a sensory and stylized universe

Alongside the promotion of IQOS ILUMA, Philip Morris International is actively developing the ZYN brand, a tobacco-free oral nicotine pouch that is experiencing strong growth in several markets, notably Sweden, the United States, and increasingly in the Philippines. Presented as a smoke- and vapor-free alternative, ZYN is promoted for its discretion, lack of odor, and ease of use in public places.

In recent campaigns in the Philippines[3], ZYN was not only offered through free distribution in bars and clubs; it was also integrated into immersive sensory experiences, similar to those designed for IQOS. Specific flavors were highlighted through cocktails with matching aromas or decor designed around the taste profiles of the products, creating continuity between the product and the evening's environment. These actions are part of a logic of multisensory branding, where consumption becomes an experience integrated into a coherent visual, olfactory and taste universe.

The marketing discourse surrounding ZYN mobilizes elements that promote lifestyle, individual freedom, and control, deliberately distancing itself from traditional tobacco codes. It positions itself as a technological, modern product aligned with certain traditional tobacco codes (individual freedom, for example).

Free distribution of e-cigarettes in bars: easy accessibility is a cause for concern

Recent observations reported by several public health associations in the Philippines also point to free distributions of vaping devices in nightspots, particularly targeting young adults. These "free trial" campaigns have been spotted in bars and clubs, in a format very similar to the promotions implemented for IQOS and ZYN.[4].

The products on offer are often presented in a festive and sensory context, with flavors highlighted (mint, red fruits, citrus fruits, etc.) and a scenography adapted to the location: subdued lighting, colorful visuals, immersive atmosphere. This staging aims to encourage discovery, even initiation, in an environment perceived as safe and attractive.

"It's the same scenario that was used for cigarettes decades ago, but with neon lights and social media. They're making vaping a glamorous part of nightlife, and we're worried this will fuel a new wave of addiction among young Filipinos.", said Dr. Ulysses Dorotheo, Executive Director of SEATCA.

Under Republic Act 11900, or the Nicotine and Non-Nicotine Vape Products Regulation Act, promotional activities, including the distribution of free samples and the use of youth-targeted designs, are strictly prohibited.

According to local organizations, these product distribution and discovery operations present several risks. On the one hand, they could encourage the introduction of nicotine among young non-users by making the first attempt accessible, free, and positively perceived. On the other hand, the frequent absence of strict age controls or product information (nicotine content, effects, risks) constitutes a gap in the protection of vulnerable groups.

The ease of access to these devices in festive settings, coupled with a promotion focused on innovation, flavor, and experimentation, fuels concerns about the trivialization of nicotine product use in the social and cultural spheres of young adults. These observations reinforce calls for stricter supervision of indirect promotional actions, particularly in entertainment environments, according to the organizations.

©Generation Without Tobacco

AE

[1] Inside Steve Aoki's Collaboration with IQOS, Destination, published January 26, 2025, accessed April 15, 2025

[2] Sherylin Untalan, Group files complaint vs tobacco firm for Steve Aoki concert sponsorship, GMA, published April 15, 2025, accessed the same day

[3] Ramon Amon, Savor the Sensations, Relive the Memories: These Flavors Make Every Night Out Unforgettable, Mega Asia, published on April 15, 2025, consulted the same day

[4] Sherylin Untalan, Vape giveaways in bars: Health groups slam 'free trial' lure for young crowd, GMA, published April 15, 2025, accessed the same day