Research points to flavor loopholes fueling rise in underage vaping
Online vape marketing in the Philippines uses tactics that mirror strategies known to attract teenagers, according to new research from the Institute for Global Tobacco Control at Johns Hopkins Bloomberg School of Public Health.
The findings point to continued gaps in the country’s regulatory framework three years after the minimum age for purchasing e-cigarettes and heated tobacco products was lowered to 18.
The study assesses industry practices following the passage of the Vape Law in 2022, which legalized previously restricted flavors and allowed online sales while prohibiting advertising that explicitly uses descriptors appealing to minors.
Researchers found that brand websites and social media channels continue to rely on techniques commonly associated with youth targeting, raising questions about enforcement and the effectiveness of existing rules.
An audit of 12 e-cigarette and three heated tobacco product websites showed universal use of flavor descriptors in product names, promotional discounts, and health-related claims that position vaping as a safer alternative to smoking.
Most sites included imagery or descriptions highlighting taste, aroma, or sensory experience, and two-thirds featured themes linked to femininity.
Researchers noted that these approaches mirror global patterns that make flavored nicotine products appealing to younger audiences. They also warned that online platforms remain a key gap in oversight, given the ease with which promotional content reaches underage users.
A separate review of 5,501 social media posts published by leading brands found that youth-centric elements such as emoticons, animated characters, and party imagery were widespread.
More than half of posts carried no health warning, and over one-third omitted any age restriction. The findings suggest persistent compliance failures across platforms including Facebook, TikTok, YouTube, and Instagram.
Advocacy groups argue the evidence supports tighter controls on flavors and digital marketing, along with broader restrictions on the online presence of vape brands.
Policy options under discussion include a comprehensive national advertising ban and potential penalties for individuals or companies that post promotional vape content.
Researchers say the stakes are high as Filipino youth show increasing digital engagement, heightening exposure to nicotine advertising and associated health risks.
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