Perceptions of E-cigarette Marketing & Packaging Among Filipino Youth

IGTC conducted a series of focus group discussions involving 171 young people in the Philippines (ages 13–20), in January 2024, to understand the views, perceptions, and experiences of young Filipinos concerning e-cigarettes and vaping. Summarized in this fact sheet—and including direct statements from the teens and young adults who participated in the discussions—the findings provide evidence that supports policies such as raising the minimum purchase age and banning e-cigarette flavors to help limit access and exposure among Filipino youth.

Supplementary Content:

In addition to the fact sheet above, this 3-page document contains additional statements shared by Filipino youth focus group participants.

Social Media Resources:

The following captions and downloadable assets (click social network name to download) may be used to disseminate this resource via social media.

FACEBOOK:

🍬 “It’s like you’re chewing candy.” (girl, age 16–17, on the role of flavors in vaping)
🎯 “The sales target is young ones.” (boy, age 13–15, on e-cigarette marketing) 
📺 “I saw it at Philippines Got Talent.” (boy, age 16–17, on the presence of vaping in entertainment/pop culture)
📲 “On social media… they would really encourage younger people to buy.” (woman, age 18–20, on youth targeting)

171 children, teens, and young adults from Metro Manila, Cebu City, and Davao discussed their thoughts and experiences concerning e-cigarette marketing and packaging during a series of focus group discussions conducted by the @globaltobaccocontrol at the Johns Hopkins Bloomberg School of Public Health. The findings reveal how young people’s views, perceptions and experiences involving vaping can inform policies to protect Filipino youth from access and exposure to harmful products and marketing. 

Get the facts: bit.ly/filipinoyouth

LINKEDIN:

A new study out of Johns Hopkins University gathered young Filipinos’ reactions to vape flavors, marketing, and more: 

🍬 “It’s like you’re chewing candy.” (girl, age 16–17)
🎯 “The sales target is young ones.” (boy, age 13–15) 
📺 “I saw it at Philippines Got Talent.” (boy, age 16–17)
📲 “On social media… they would really encourage younger people to buy.” (woman, age 18–20)

171 children, teens, and young adults from Metro Manila, Cebu City, and Davao discussed their thoughts and experiences concerning e-cigarette marketing and packaging during a series of focus group discussions conducted by the Institute for Global Tobacco Control at the Johns Hopkins Bloomberg School of Public Health. The findings reveal how young people’s views, perceptions and experiences involving vaping can inform policies to protect Filipino youth from access and exposure to harmful products and marketing.

Get the facts: bit.ly/filipinoyouth

INSTAGRAM:

“Cool.” “Candy.” “Threatening.” 😎🍭☠️ 171 children, teens, and young adults from #MetroManila #CebuCity and #Davao offered their thoughts and experiences concerning #ecigarette marketing for an @igtchopkins@johnshopkinssph study exploring how young people’s views, perceptions and experiences involving #vaping #vapes can inform policies to protect Filipino youth. Get the facts at bit.ly/filipinoyouth

TIKTOK:

“Cool.” “Candy.” “Threatening.” 😎🍭☠️ Young Filipinos discussed e-cigarette/vape marketing for @JohnsHopkinsSPH study linking youth perceptions to public health protections. Learn more: bit.ly/filipinoyouth #MetroManila #CebuCity #Davao #Vape #Vapes #Vaping #Ecigarette #Ecigarettes #Philippines

X/TWITTER:

New @IGTC_Hopkins study links Filipino teens’ thoughts on vape/e-cigarette marketing & packaging to policies that can protect youth: bit.ly/filipinoyouth
🍬 “It’s like… chewing candy” (girl)
🎯 “The sales target is young ones” (boy)
📺 “Saw it at #PilipinasGotTalent” (boy)