The Role of E-marketing in the Philippines’ Rising ‘Vapedemic’

Analyzing the digital marketing tactics of e-cigarette and heated tobacco product brands to inform policy interventions.

Published
By
Jared Earley
Health Policy
Tobacco
Colorful collage of vibrant fruit flavors, emojis/emoticons, and nicotine and tobacco products hover around the silhouette of a young student scrolling through his phone

Research from the Institute for Global Tobacco Control (IGTC) indicates that restrictions on tobacco and nicotine product sales and marketing may not be enough to stem the continued rise in vaping among Filipino youth. 

Summarized in two fact sheets, the IGTC studies of e-cigarette and heated tobacco product (HTP) marketing in the Philippines via brand websites and social media show that the marketing of these products online—similar to strategies observed at the point of sale—involves a variety of tactics known to reach and appeal to kids and teens.

In July 2022, the Philippines passed Republic Act No. 11900 (aka the “Vape Law”), allowing e-cigarettes and HTPs to contain (previously banned) flavors and lowering the minimum purchase age from 21 to 18. The law also permits sales and marketing of e-cigarettes of HTPs on the internet but prohibits advertising containing e-cigarette flavor descriptors that “appeal particularly to minors,” such as fruit, candy, and desserts. 

There is an agreement among virtually all parties that products containing tobacco or tobacco derivatives should not be sold to or consumed by children or teenagers. 

— Tuo-Yen Tseng, PhD, assistant scientist at the Institute for Global Tobacco Control

“And yet,” said IGTC assistant scientist Tuo-Yen Tseng, PhD, “We are still seeing many tobacco and nicotine products sold and advertised in ways and places that are accessible and attractive to youth—including on the internet and associated with candy or cartoons.” 

In its examination of 12 e-cigarette and three HTP brand websites, IGTC found youth-appealing marketing to be common—from fruit-flavored products to the use of cartoon characters or other pop culture references. Among other concerns were claims that these products could either reduce smoking or help people quit, that they were healthier or less harmful than cigarettes, or that positioned the brand as responsible or capable of self-regulation.  

Meanwhile, IGTC’s assessment of publicly visible social media posts on e-cigarette and HTP brands’ Facebook, TikTok, YouTube, and Instagram feeds revealed that 70% of posts contained emoticons, 22% showed or mentioned flavors, and almost 20% featured animated characters or cartoon illustrations. Additionally, fewer than half of the posts included a health warning, and more than one-third failed to mention any age restrictions on sales. 

“Together, our findings prompt questions about the intended audiences of these brands’ campaigns, as well as the challenge of monitoring and enforcement on the internet and social media,” said IGTC assistant scientist Jenny Brown, PhD.  

They also echo concerns raised by the Republic of the Philippines Department of Health, which recently suggested banning vape products altogether as a solution to address misleading advertising, flavors, and packaging that appeal to youth.  

The studies of social media and website marketing tactics by e-cigarette and heated tobacco product brands provide evidence that illustrate the need for policies that limit youth exposure, appeal, and access to nicotine and tobacco products. 

“There is agreement among virtually all parties that products containing tobacco or tobacco derivatives should not be sold to or consumed by children or teenagers,” stressed Tseng. “Our studies provide evidence that illustrate the need for policies that limit youth exposure, appeal, and access to these products.”  

Some policy solutions supported by the study findings include:

  • Banning non-tobacco flavored nicotine and tobacco products
  • Barring e-cigarette and HTP brands from having an online presence
  • Prohibiting the depiction or mention of any tobacco and nicotine products on digital channels
  • Penalizing people or companies that post e-cigarette or HTP content on social media

Meanwhile, tightened enforcement of existing policies and imposing strict penalties upon violators remain immediate steps that could help stem the rise in vaping among Filipino youth. 

Jenny Brown and Tuo-Yen Tseng are research faculty members of the Department of Health, Behavior and Society at the Johns Hopkins Bloomberg School of Public Health.