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

Apr.24
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.

 

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

KT&G Plans $200 Million Acquisition of Nordic Pouch Company
KT&G Plans $200 Million Acquisition of Nordic Pouch Company
KT&G is considering acquiring a Nordic nicotine pouch maker for about KRW 300 billion (USD 200 million), its largest overseas deal since 2011, according to sources. The move aims to boost its oral nicotine portfolio as cigarette sales decline and regulations tighten. KT&G declined to comment, saying no decision has been finalized.
Jun.04 by 2FIRSTS.ai
Product | 60,000 Puffs & Adjustable Settings: UWELL KOKO BAR 60K ICE Launches in U.S.
Product | 60,000 Puffs & Adjustable Settings: UWELL KOKO BAR 60K ICE Launches in U.S.
E-cigarette brand UWELL has launched the KOKO BAR 60K ICE disposable vape, offering 60,000 puffs with six levels of cooling intensity and five levels of nicotine strength adjustment, plus a 3D curved display. Now available on U.S. retailer websites at around $17.99.
Jul.14 by 2FIRSTS.ai
Russian MMA Fighter Sparks Outrage After Forcing Chimpanzee to Vape; Animal’s Health Deteriorates, Surgery May Be Needed
Russian MMA Fighter Sparks Outrage After Forcing Chimpanzee to Vape; Animal’s Health Deteriorates, Surgery May Be Needed
Russian MMA fighter Anastasia Luchkina has faced global backlash after filming a video of a chimpanzee vaping at a wildlife park in Crimea. According to park officials, the chimpanzee is experiencing a health crisis after ingesting vape liquid and may require surgery.
Jul.04 by 2FIRSTS.ai
UK Shift Work Happiness Report 2025: Vape Shop Employees Rank Highest in Wellbeing
UK Shift Work Happiness Report 2025: Vape Shop Employees Rank Highest in Wellbeing
The UK’s Shift Pulse Report 2025 reveals a decline in overall happiness among shift workers, with the healthcare sector under heavy strain and 37.84% of its employees reporting negative emotions. In contrast, staff in tobacco and vape shops rank highest in wellbeing. The report also notes regional disparities and calls for greater attention to workers’ emotional health.
Jul.10 by 2FIRSTS.ai
Ispire Appoints Jie "Jay" Yu As New CFO
Ispire Appoints Jie "Jay" Yu As New CFO
Ispire Technology Inc. has appointed Jie "Jay" Yu as its new Chief Financial Officer, replacing Jim McCormick. As part of ongoing efforts to streamline operations, the company expects to cut $3.6 million in payroll costs by May 2025 and up to $6.6 million more in operating expenses over the next three months, targeting a total annualized savings of $10.2 million.
May.16 by 2FIRSTS.ai
New FDA Chief’s 100-Day Report: Cracking Down on Illegal E-Cigarettes, Advancing AI Tools for Oversight
New FDA Chief’s 100-Day Report: Cracking Down on Illegal E-Cigarettes, Advancing AI Tools for Oversight
U.S. FDA chief Marty Makary marked his first 100 days in office by outlining key reforms aimed at speeding drug approvals and tightening oversight. The agency unveiled a “national priority review” program to cut drug review times from 10–12 months to as little as 1–2 months, and partnered with customs to seize nearly $34 million in illegal e-cigarette products. The FDA also piloted its first AI-assisted review and launched “Elsa,” an internal generative AI tool to modernize regulatory processes.
Jul.11 by 2FIRSTS.ai