Gov’t, advocates join forces to unmask youth-targeted tobacco and vape tactics: “Wag Magpaloko sa Vape at Sigarilyo!”

June 19, 2025 — As the school year nears and in line with the observance of National No Smoking Month this June, health and child rights advocates, together with the Department of Education (DepEd), are announcing a unified and strengthened campaign to protect Filipino children and youth from the manipulative tactics of the tobacco and vape industry.

The tobacco industry’s aggressive playbook continues to target young people through flavored products, sleek packaging, influencer marketing, and disinformation that downplay the health risks of smoking and vaping. In response, the Department of Education and civil society groups are strengthening their unified stand against these deceptive strategies.

“We are glad that the Department of Education has committed to ensuring the strict enforcement of the smoking and vaping ban in schools. However, the work doesn’t end there. DepEd and other relevant government agencies need to fully and effectively implement a smoke and vape-free policy and we still need to work together to change behaviors and prevent young people from falling into the trap of nicotine addiction,” said Ms. Au Quilala, Deputy Executive Director of the Philippine Legislators’ Committee on Population and Development (PLCPD) and spokesperson for the largest child rights alliance, the Child Rights Network.

In a joint press conference held today at Kamuning Bakery Café, representatives from DepEd, HealthJustice Philippines, and the Child Rights Network (CRN) stressed that the tobacco industry deliberately fuels nicotine addiction and views young people as replacement smokers and a key market to keeping their business alive.

“The government and civil society must stand together in exposing and dismantling the industry’s lies and make their products less attractive and accessible to the children and youth,” Ms. Quilala said.

Representing the Department of Education, Dr. Miguel Angelo S. Mantaring, Director IV of the Bureau of Learner Support Services, emphasized the Department’s commitment: “Schools must be child protection spaces and free from the influence of harmful industries like tobacco and vape. We are committed to working closely with advocates and partners to ensure our policies are enforced and that our learners are protected through an intensified and effective campaign.”

Atty. Benedict Nisperos, Legal Consultant of HealthJustice Philippines, echoed this call for collaboration. “We know the playbook. We’ve seen how the industry adjusts its strategies to stay relevant and attractive to the youth, even if it comes at the expense of child protection, public health, and the common good. We need to keep up, raise our ante, not just through strong policy enforcement, but also through awareness and social and behavior change campaigns,” he said.

Section 9 of RA 11900 or Vape Law of 2022 prohibits the sale, promotion, advertising, and product demonstration of tobacco products within 100 meters from school premises or other public spaces frequented by minors.

Recent data also shows the continued prevalence of cigarette and vape use among Filipino youth. The 2023 National Nutrition Survey reports that 4.8% of Filipinos aged 10 to 19 smoke cigarettes, while the 2019 Global Youth Tobacco Survey shows that one in every seven students aged 13-15 is already using e-cigarettes or vapes.

Together, DepEd, PLCPD, CRN, and HealthJustice are urging the public, especially parents, teachers, and local leaders, to join the movement and actively resist the normalization of tobacco and vape use among children and teens. “Kailangan natin ng sama-samang pagkilos para protektahan ang kalusugan at kinabukasan ng kabataang Pilipino,” Ms. Quilala concluded. ###

Photos courtesy of PLCPD and Kamuning Bakery Cafe