DTI Stops PMFTC’s Steve Aoki IQOS Campaign Over Violations

The Department of Trade and Industry (DTI) has taken decisive action against PMFTC Inc., ordering the immediate cessation of advertising for its IQOS ILUMA x Steve Aoki Limited Edition products.

The formal charge and Preliminary Order and/or Preventive Measure Order (POPMO) was issued on April 23, 2025, following violations of Section 12(d) of Republic Act No. 11900.

This regulatory enforcement stems from a complaint filed on April 15 by a coalition of tobacco control and public health organizations.

The complaint highlighted promotional materials connected to the “Steve Aoki Live” event scheduled for April 26, 2025, at Xylo Club in Bonifacio Global City, Taguig.

According to the DTI’s Office for the Special Mandate on Vaporized Nicotine and Non-Nicotine Products (OSMV), PMFTC’s campaign materials feature heated tobacco product (HTP) devices that encourage the use of HTP consumables.

This marketing approach directly contravenes provisions in RA11900, also known as the Vaporized Nicotine and Non-Nicotine Products Regulation Act, which explicitly prohibits posts, messages, or images promoting the purchase or use of such products.

PMFTC has already confirmed its collaboration with Steve Aoki, a world-renowned DJ and music producer, for the limited-edition product line in correspondence with the DTI.

The regulatory body has instructed PMFTC to implement corrective actions immediately to ensure compliance with RA11900 and other applicable regulations.

The order specifically mandates the removal of all digital and physical advertisements, marketing materials, and imagery that promote HTP products, particularly those that could appeal to minors or portray tobacco use as part of a desirable lifestyle.

Industry experts note that this enforcement action represents one of the first major implementations of RA11900 since its enactment, signaling the government’s commitment to regulating vape and heated tobacco products.

The heated tobacco product market in the Philippines has been growing steadily, with PMFTC’s IQOS brand holding a significant market share valued at approximately PHP 2.3 billion in 2024.

Tobacco control advocates have praised the DTI’s swift action, noting that celebrity endorsements like Aoki’s can significantly influence young adults.

The DTI-OSMV has encouraged the public to remain vigilant and report any violations related to RA11900 through email at OSMV@dti.gov.ph or OSMV_Comms@dti.gov.ph.

Consumers with specific complaints about vape products can file through the DTI Consumer Care System at ConsumerCare.dti.gov.ph.