Home
Company
Product
Regulation
China
Data
Exhibition
Interview
中文版
Home
Company
Product
Regulation
China
Data
Exhibition
Interview
中文版
Search

PMI Sanctioned by DTI for Violating Philippine Regulations: IQOS ILUMA Limited Edition Advertising Halted

Apr.24.2025
PMI Sanctioned by DTI for Violating Philippine Regulations: IQOS ILUMA Limited Edition Advertising Halted
On April 23, 2025, the Philippine Department of Trade and Industry (DTI) formally charged PMFTC, the Philippine affiliate of Philip Morris International, with violating RA11900, the Vaporized Nicotine and Non-Nicotine Products Regulation Act. The DTI ordered an immediate halt to all promotional activities related to the IQOS ILUMA x Steve Aoki limited edition product.

Key points

1.Philip Morris International's (PMI) Philippine subsidiary (PMFTC) has been formally charged with illegal promotional activities: On April 23, 2025, the Philippine DTI filed formal charges against PMFTC for violating Section 12(d) of the RA11900 Act. The reason cited was the company's promotion of heated tobacco products at the "Steve Aoki Live" event.

 

2.The Department of Trade and Industry (DTI) has ordered PMFTC to immediately cease all online and offline advertising related to the IQOS ILUMA x Steve Aoki limited edition.

 

3.Violation content includes images and information that encourage consumption: the complained promotional materials which showcase heated tobacco products, encourage consumption, contravene RA11900 regulations prohibiting the promotion of tobacco product use.

 

4.Official demands comprehensive rectification and removal of content: DTI requires PMFTC to immediately take rectification measures, and delete all graphic and textual content promoting tobacco consumption, especially content targeting minors.

According to the official website of the Department of Trade and Industry (DTI) of the Philippines, on April 23, 2025, the Special Task Force Office for the Vaporized Nicotine and Non-Nicotine Products of the Department of Trade and Industry (DTI) formally filed charges against Philip Morris International (PMI) Philippines branch (PMFTC) and issued a Preliminary Order and/or Preventive Measures Order (POPMO). The company has been found to have violated Republic Act No. 11900, also known as the Vaporized Nicotine and Non-Nicotine Products Regulation Act, specifically Section 12(d).

 

This order will take immediate effect, prohibiting PMFTC from promoting and advertising its IQOS ILUMA x Steve Aoki limited edition products both offline and online.

 

This enforcement action stems from a complaint received on April 15, 2025, by the Tobacco Control and Public Health Organization Alliance, accusing PMFTC of promoting its IQOS ILUMA series products during the "Steve Aoki Live" event scheduled to take place at the Xylo club in Bonifacio Global City (BGC), Taguig on April 26, 2025.

 

The promotional materials displayed the heated tobacco product (HTP) device, encouraging consumers to use HTP tobacco products, directly violating Section 12(d) of RA11900 which prohibits "any promotion of posts, messages, or images encouraging the use or purchase of such products".

 

PMFTC confirmed in a letter submitted to the DTI that they did indeed collaborate with artist Steve Aoki to launch the product series.

 

The DTI OSMV has requested PMFTC to immediately take appropriate corrective measures and fully comply with RA11900 and all relevant regulations. At the same time, the company is required to swiftly remove all digital/online or offline advertisements, marketing materials, information, and images, particularly those targeting minors or portraying tobacco consumption as an "ideal lifestyle" content.

 

References:
[1] DTI orders PMFTC to cease advertising violative promotional materials following formal charges
Also Read:
[1] DTI Reiterates SHFT Product Distribution Ban; Social Media Giveaways Face Penalty as Violations
[2] Philippines Resumes Online E-Cigarette Sales: Online Purchases Require Prior Registration and Age Verification
[3] Controversial Promotional Strategy: E-cigarette Brands Targeting Young Users in Manila
[4] The Consistent Regulation of E-Cigarette Flavor in the Philippines

We welcome news tips, article submissions, interview requests, or comments on this piece.

Please contact us at info@2firsts.com, or reach out to Alan Zhao, CEO of 2Firsts, on LinkedIn

Notice

1.  This article is intended solely for professional research purposes related to industry, technology, and policy. Any references to brands or products are made purely for objective description and do not constitute any form of endorsement, recommendation, or promotion by 2Firsts.

2.  The use of nicotine-containing products — including, but not limited to, cigarettes, e-cigarettes, nicotine pouchand heated tobacco products — carries significant health risks. Users are responsible for complying with all applicable laws and regulations in their respective jurisdictions.

3.  This article is not intended to serve as the basis for any investment decisions or financial advice. 2Firsts assumes no direct or indirect liability for any inaccuracies or errors in the content.

4.  Access to this article is strictly prohibited for individuals below the legal age in their jurisdiction.

 

Copyright

 

This article is either an original work created by 2Firsts or a reproduction from third-party sources with proper attribution. All copyrights and usage rights belong to 2Firsts or the original content provider. Unauthorized reproduction, distribution, or any other form of unauthorized use by any individual or organization is strictly prohibited. Violators will be held legally accountable.

For copyright-related inquiries, please contact: info@2firsts.com

 

AI Assistance Disclaimer

 

This article may have been enhanced using AI tools to improve translation and editorial efficiency. However, due to technical limitations, inaccuracies may occur. Readers are encouraged to refer to the cited sources for the most accurate information.

We welcome any corrections or feedback. Please contact us at: info@2firsts.com

China Tobacco Regulation Shift：Policy Updates and Market Impact
China Tobacco Regulation Shift：Policy Updates and Market Impact
U.S. Fifth Circuit judges question FDA’s claim it has no de facto ban on flavored refillable e-cigarettes
U.S. Fifth Circuit judges question FDA’s claim it has no de facto ban on flavored refillable e-cigarettes
Law360 reports that a Fifth Circuit panel expressed skepticism about the FDA’s claim that it has no de facto ban on flavored refillable e-cigarette products, noting that only six applications had been approved out of hundreds of thousands and that near-100% denials look like a ban.
Jan.07 by 2FIRSTS.ai
South Korea’s President Raises Safety Concerns Over Nicotine Alternatives at Cabinet Meeting
South Korea’s President Raises Safety Concerns Over Nicotine Alternatives at Cabinet Meeting
South Korea’s Cabinet has approved an amendment to the Tobacco Business Act that legally classifies liquid e-cigarettes as tobacco products. Under the revision, any product containing tobacco or nicotine will fall under tobacco regulation, explicitly including synthetic nicotine vapes. The move addresses long-standing regulatory and taxation gaps.
Dec.16 by 2FIRSTS.ai
Belgium: BAT plans to cut 51 jobs at Groot-Bijgaarden site
Belgium: BAT plans to cut 51 jobs at Groot-Bijgaarden site
British American Tobacco (BAT) has announced plans to cut 51 jobs at its Groot-Bijgaarden facility in Belgium, disclosed during a special works council meeting.
Jan.15 by 2FIRSTS.ai
Before the Boom: Why Manufacturing Is Becoming the Deciding Factor in U.S. Nicotine Pouches — An Interview with Rena World
Before the Boom: Why Manufacturing Is Becoming the Deciding Factor in U.S. Nicotine Pouches — An Interview with Rena World
As the U.S. nicotine pouch market moves toward regulatory clarity and rapid growth, attention is shifting from demand to execution. In an interview with 2Firsts, U.S.-based manufacturer Rena explains why manufacturing capacity, quality systems, and compliance readiness are becoming decisive factors before the market fully takes off.
Jan.19
Report Says Teen e-cigarette use on the rise, with majority of sales coming from disposable products
Report Says Teen e-cigarette use on the rise, with majority of sales coming from disposable products
Monitoring a Changing Tobacco Product Market in the United States is the second annual review from the Monitoring Tobacco Product Use project, analyzing retail scanner data from January 2019 to December 2024 and TEEN+ survey data.
Jan.07 by 2FIRSTS.ai
Arizona Moves to Tighten Vape Supply-Chain Enforcement, Targeting Illicit Products
Arizona Moves to Tighten Vape Supply-Chain Enforcement, Targeting Illicit Products
Arizona state Sen. Shawnna Bolick introduced SB 1397 to curb illicit vapes by tracing product origins, intercepting illegal shipments, and cracking down on retailers that violate state law. The proposal would require manufacturers to hold a state license to sell in Arizona, with fines up to $10,000 for unlicensed sales.
Jan.30 by 2FIRSTS.ai
Related Topics
HEADLINE News Company Product Regulation
Related Read
U.S. Fifth Circuit judges question FDA’s claim it has no de facto ban on flavored refillable e-cigarettes
U.S. Fifth Circuit judges question FDA’s claim it has no de facto ban on flavored refillable e-cigarettes
2FIRSTS.ai
South Korea’s President Raises Safety Concerns Over Nicotine Alternatives at Cabinet Meeting
South Korea’s President Raises Safety Concerns Over Nicotine Alternatives at Cabinet Meeting
2FIRSTS.ai
Belgium: BAT plans to cut 51 jobs at Groot-Bijgaarden site
Belgium: BAT plans to cut 51 jobs at Groot-Bijgaarden site
2FIRSTS.ai
Before the Boom: Why Manufacturing Is Becoming the Deciding Factor in U.S. Nicotine Pouches — An Interview with Rena World
Before the Boom: Why Manufacturing Is Becoming the Deciding Factor in U.S. Nicotine Pouches — An Interview with Rena World
Report Says Teen e-cigarette use on the rise, with majority of sales coming from disposable products
Report Says Teen e-cigarette use on the rise, with majority of sales coming from disposable products
2FIRSTS.ai
Arizona Moves to Tighten Vape Supply-Chain Enforcement, Targeting Illicit Products
Arizona Moves to Tighten Vape Supply-Chain Enforcement, Targeting Illicit Products
2FIRSTS.ai
FOLLOW US ON SOCIAL MEDIA
Contact: info@2firsts.com
Stay up to date.
Submit your email to receive weekly newsletter on the most relevant news of the e-cigarette industry.
© 2026 2FIRSTS. All Right Reserved.
2FIRSTS is only accessible to industry practitioners, researchers, media and other professionals. Access by minors is prohibited.
This website provides services to users outside the Chinese mainland.
English
English
中文