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

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.