By Francis Allan L. Angelo

Filipino children as young as 13 are telling researchers what the tobacco control community has long suspected about e-cigarette marketing in the Philippines: “The sales target is young ones.”

The blunt assessment, from a boy in the 13–15 years age group who does not vape, anchors new focus group research from the Institute for Global Tobacco Control (IGTC) at the Johns Hopkins Bloomberg School of Public Health, which found that a tidal wave of flavors and pervasive social media content have pulled Filipino youth toward e-cigarettes since the government eased restrictions in 2022.

The researchers concluded that the popularity of e-cigarettes among young people—magnified by marketing campaigns that youth perceived as targeting them—can be curbed by banning flavors again and increasing the legal age of purchase.

The findings, released June 15, 2026, arrive at a time when vaping among Filipino adolescents has skyrocketed, from 7.5% in 2021 to nearly 40% in 2023, according to the Philippines’ Food and Nutrition Research Institute (FNRI).

“When the age to buy e-cigarettes was lowered and flavors were legalized, everyone knew what was coming next,” said Rizza Duro, national coordinator for the Philippine Smoke-Free Movement.

“In relaxing these restrictions, we have lost so much momentum. It is not too late to turn this around, however—we simply need to address the specific tactics that are driving youth interest, based on what young people themselves are telling us.”

The surge traces back to July 2022, when the Philippines passed Republic Act No. 11900, the “Vape Bill,” permitting e-cigarette flavors that had previously been banned and lowering the minimum purchase age from 21 to 18 years.

The law required combined picture and text warnings covering 50% of each principal display area, but implementation has been seen as inconsistent.

INSIDE THE FOCUS GROUPS

In January 2024, IGTC researchers conducted 24 focus groups involving 171 young participants, ages 13–20, from Metro Manila, Cebu City, and Davao.

The youth first shared their general thoughts and experiences related to e-cigarettes, then viewed, compared, and discussed the packaging of 10 locally purchased e-cigarette products, including flavored varieties.

The focus groups were conducted in Tagalog, Cebuano, or Bisaya and stratified by age, gender, urban or rural location, and e-cigarette use status. Participants were recruited via household visits.

Across the discussions, participants said they believed young people were the main targets of e-cigarette marketing, and that content viewed on social media played a key role in their awareness of and curiosity about the products.

“On social media, ma’am, you can no longer see anything that does not encourage younger people not to use vape,” said a woman in the 18–20 years age group who does not vape. “They would really encourage younger people to buy.”

COOL, TRENDY, AND ONLINE

Vaping was seen as trendy and “cool,” and perceived as a way to keep up with peers. Video posts and pop culture, including those involving celebrities and online influencers, fueled interest in and trial of e-cigarettes, with some youth replicating vape tricks they had seen performed on social media, television, or in real life.

“I was able to use vape when I would go with my friends,” said a boy in the 13–15 years age group. “They gave me vape, they said it’s tasty and it makes you look cool.”

“…when someone vapes, they look cool. So, I just tried,” said another boy in the same age group who uses e-cigarettes.

A girl in the 13–15 years age group who does not vape offered her own explanation: “It’s ‘GengGeng’ [youth slang for ‘gangster’]… gives you some kind of ‘coolness.'”

The participants named specific platforms and programs that shaped their curiosity. “It’s really about the tricks that I see on Facebook and then I imitate them when I was still using my classmate’s vape,” said a girl in the 13–15 years age group who does not vape.

“People vaping on TikTok… They do tricks, make circles… That made me curious… that’s why I bought one,” said a boy in the 16–17 years age group who uses e-cigarettes. Another boy in the same age group said, “I copy tricks in YouTube.”

Television talent shows figured in as well. “It’s because I saw it at Philippines Got Talent vaping with a thick smoke… So I imitated that, too,” said a boy in the 16–17 years age group who does not vape.

Among older participants, vaping carried associations of status and wealth. “When you have a vape slinged on, you are like a god. You look dashing with it,” said a man in the 18–20 years age group who does not vape.

“When I started with vape, I like doing circles, that’s why I kept using vape because I wanted to learn how to do it… I feel superior, I feel like I’m above the rest…” said another man in the same age group who uses e-cigarettes.

“To look cool, to look handsome,” said a young woman in the 18–20 years age group, theorizing why young people might use e-cigarettes. “When you vape, you look like a rich kid because vapes are expensive.”

Another woman in the same age group, who uses e-cigarettes, said brand novelty confers social capital: “Even other vape users when they see something new with you, especially Flava, they think you’re cool.”

CANDY, MANGO, AND PERFUME

Flavors emerged as the most consistent thread in the study. The abundant variety of flavors on the market—particularly those that are sweet, fruity, or resemble candy—was cited regularly as a primary attraction that drove intention to try e-cigarettes and continued use.

The wide array of flavors increased curiosity and experimentation, with participants generally favoring fruit and sweet flavors and some preferring menthol.

“When there are many flavors, you seem to want to taste more,” said a boy in the 13–15 years age group who does not vape.

Participants repeatedly compared e-cigarettes to food and candy. “Like eating a snow bear candy,” said a girl in the 13–15 years age group. “… it’s like candy with a menthol feeling in the throat,” said a girl in the 16–17 years age group. “…it tasted good, it was like I was eating chocolate,” said another girl in the same age group. “When you inhale it, you’re just like eating candy,” said a man in the 18–20 years age group who does not vape.

Some described the taste itself as habit-forming. “It’s really sweet on your tongue, eventually, you get addicted to the taste,” said a girl in the 16–17 years age group who uses e-cigarettes.

The fragrance of flavored products was extoled as an added benefit. “It was very fragrant ma’am and makes you curious and want to buy one. That is why when I tried it ma’am, it hooked me,” said a boy in the 16–17 years age group.

“…I was enticed to use vape because it smells good, and the sweet scent is addicting,” said a man in the 18–20 years age group who uses e-cigarettes. A girl in the 16–17 years age group described the exhaled vapor in similar terms: “…it smells good when you exhale it, it really smells like a mango, it’s like you ate a mango.” A woman in the 18–20 years age group put it more simply: “It’s like you’re wearing perfume.”

The constant release of new varieties kept users coming back. “That is why we vape because there are more flavors to choose from, so when more new flavors come out, we keep vaping more and more because you keep trying different flavors,” said a woman in the 18–20 years age group who uses e-cigarettes. A man in the same age group was blunter: “That’s why we buy, for the taste.”

PACKAGING AND PERCEPTIONS OF HARM

The researchers found that flavors did more than attract—they also distorted how young people judged risk, leading to perceptions of less harm, including when participants compared products.

“Coconut melon [felt less harmful because] it is soft even though the nicotine is high,” said a girl in the 13–15 years age group who uses e-cigarettes.

Packaging compounded the effect. Packs without graphic health warning labels were viewed as more visually appealing and less harmful. “[The pack that] doesn’t have that much warning signs on it… looks more pleasing to the eye,” said a girl in the 16–17 years age group who does not vape.

By contrast, warnings depicting specific health outcomes conveyed more danger than nonspecific images. “…the one with hands cut off, it shows how harmful it is,” said a girl in the 16–17 years age group. “The pictures are disgusting… I don’t want to try it anymore,” said a girl in the 13–15 years age group.

“Those pictures make you not want to use it anymore… like the sickness you can see in the picture, I will be like this when I smoke so it is better to just stop,” said a girl in the 16–17 years age group who uses e-cigarettes.

Another girl in the same age group said the specific imagery felt like a preview of her own future: “Because it seems like what will happen to you is already here, like this, if you use something like that you will be comatose.” She added, “I won’t buy something like that, [will buy] just another flavor, it seems like it is threatening.”

Some regular users, however, reported desensitization to the warnings over time. The researchers noted that graphic health warning labels, particularly those depicting specific health outcomes, were associated with increased perceptions of harm and reduced appeal, but require regular updating to avoid desensitization.

CALLS TO REVERSE COURSE

The findings have drawn support from lawmakers pushing to reverse the 2022 policy changes.

“The banning of flavors must be a priority,” said Senator Pia Cayetano. “Our children and young people themselves are telling us that sweet and fruity flavors, along with attractive packaging, are what draw them in and make these products appear safer—and because we know that is simply not true, we must use every tool available to put a stop to this deceptive, flavor-driven marketing that is hooking a new generation into nicotine addiction.”

“This study also reinforces what we have long been saying,” Cayetano added. “Strong and consistent implementation of graphic health warning labels with routine rotation is essential if we are serious about curbing the rise of e-cigarette use among our youth.”

The focus group findings support banning e-cigarette flavors and strictly enforcing restrictions on e-cigarette advertising and promotion to protect Filipino youth, the researchers said.

Raising the minimum purchase age may also help limit access and exposure among youth, who perceive e-cigarettes as appealing and are reached by targeted marketing.

“Reducing youth exposure to all types of tobacco and nicotine products and marketing is a central component of protecting their health,” said IGTC assistant scientist Tuo-Yen Tseng, PhD, who led the research.

“Manufacturers can keep redesigning and playing dress up with their dangerous products and advertising, but policymakers can rise to meet their constantly evolving products and aggressive marketing practices with evidence-based policies that prioritize the best interests of children, teenagers, and young adults.”

Established in 1998, the IGTC has informed tobacco control measures in countries around the world for more than 25 years.

Part of the Department of Health, Behavior and Society at the Johns Hopkins Bloomberg School of Public Health in Baltimore, Maryland, the institute is a partner in the Bloomberg Initiative to Reduce Tobacco Use and a Collaborating Centre of the World Health Organization.

The research was supported with funding from Bloomberg Philanthropies’ Bloomberg Initiative to Reduce Tobacco Use.