Public health advocates file complaints against Phillip Morris for illegal Steve Aoki concert sponsorship

15 April 2025, Manila – Public health organizations in the Philippines filed a complaint
expressing their concerns regarding an upcoming DJ Steve Aoki concert at the Xylo Club in
Bonifacio Global City (BGC), Taguig City being 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 ensure 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.”

DJ Steve Aoki is a globally recognized music artist with a massive following including minors
and non-smokers. His engagement and the use of his branding by PMFTC 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 make the products attractive to
minors in violation of Section 12(a) of RA 11900.

Section 12(a) prohibits product communications that appeal to individuals under 18 years of age.