15 April 2025, Manila – Public health organizations in the Philippines filed a complaint expressing concerns about an upcoming DJ Steve Aoki concert at the Xylo Club in Bonifacio Global City (BGC), Taguig City, sponsored by Philip Morris Fortune Tobacco Corporation (PMFTC) in violation of Republic Act No. 11900, also known as the Vaporized Nicotine and Non-Nicotine Products Regulation Act. The advocates submitted the complaint to the Office for the Special Mandate on Vaporized Nicotine and Non-Nicotine Products (OSMV) at the Department of Trade and Industry (DTI).
Expressing their commitment to uphold public health regulations and protect the well-being of the Filipino community, particularly the youth, the advocates’ complaint centers on the scheduled promotional activity on 26 April 2025 at Xylo Club, as reported by the Daily Tribune. The groups expressed grave concerns about the involvement of a celebrity, DJ Steve Aoki, to promote or encourage the use of e-cigarettes and heated tobacco products, specifically the “IQOS ILUMA x Steve Aoki Limited Edition Collaboration.”
Alleged Violations
DJ Steve Aoki is a globally recognized music artist with a massive following, including minors and non-smokers. His engagement, and PMFTC’s use of his branding to promote and endorse its IQOS ILUMA product line, constitutes a clear endorsement and a violation of Sections 12(c) and 14(a) of RA 11900. The use of his signature mark, which features a smiley face, as well as bright, playful, and even glow-in-the-dark colors, makes the products attractive to minors in violation of Section 12(a) of RA 11900, which prohibits product communications that appeal to individuals under 18 years of age.
