According to a report by Philstar on December 1st, IQOS, a product under Philip Morris International (PMI), has been launched in the Philippines for 5 years and has made significant progress in encouraging Filipino smokers to switch to smoke-free alternatives.
Dave Gomez, Communications Director of Philip Morris International's (PMI) Philippines subsidiary (PMFTC), revealed to Philstar that as of the second quarter, IQOS has captured 3.8% market share of tobacco users in the Philippines.
IQOS was launched in the Manila area of the Philippines in June 2020 and has since expanded nationwide. Currently, Philippine law prohibits the sale or distribution of cigarettes, e-cigarette devices, and accessories to individuals under the age of 21, as well as bans all advertising, promotions, and sponsorships of these products. Gomez stated that IQOS Philippines must adhere to the Tobacco Regulation Act of 2003 and more recent legislation on e-cigarettes, only promoting its products to adult smokers in controlled environments such as sales points.
Gomez stated that IQOS Philippines is committed to achieving the vision of a "smoke-free Philippines" and plans to continue developing innovative products based on the latest scientific technology to meet consumer demands and regulatory standards.
With the growth in market share and support from favorable regulations, IQOS is in a relatively advantageous position. Gomez stated that the "e-cigarette law" provides a regulatory framework for the company to introduce products and communicate with consumers in the market, while also protecting minors and non-smokers.
"We're actually very happy with our lawmakers. The Vape Law provides the regulatory structure for us to introduce our product in the market, for us to communicate to our consumers, and at the same time, protect minors and protect non-smokers from these labor products," he said.
"We welcome regulation. Regulation is much better than a ban," he said.
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