The Department of Trade and Industry (DTI) Office for the Special Mandate on Vaporized Nicotine and Non-Nicotine Products (OSMV) has filed a formal charge and issued a Preliminary Order and/or Preventive Measure Order (POPMO) against PMFTC Inc. on April 23, 2025 for alleged violation of Section 12(d) of Republic Act No. 11900 (RA11900), or the Vaporized Nicotine and Non-Nicotine Products Regulation Act.
In a statement, the DTI said that effective immediately, PMFTC is prohibited from engaging in any form of outward and online marketing or advertising of its IQOS ILUMA x Steve Aoki Limited Edition.
From the PMFTC side, the company denied marketing to minors under any circumstances stressing that its communications are strictly intended for legal-age consumers.
PMFTC added that they actively implement robust measures and utilize available technologies to prevent its messaging from reaching unintended audiences. The company also vowed to address the alleged violation at the administrative proceedings in due time.
“We are committed to full compliance with all applicable government regulations in the conduct of our business. We believe that the alleged formal charge stems from a misappreciation of the facts and the law,” PMFTC said.
The DTI OSMV’s enforcement action followed a complaint received on April 15, 2025 from a coalition of tobacco control and public health organizations. The complaint flagged violations linked to the “Steve Aoki Live” event scheduled for April 26, 2025 at Xylo Club in Bonifacio Global City (BGC), Taguig, which features promotional content for the IQOS ILUMA product line.
The campaign’s promotional materials feature a heated tobacco product (HTP) device, which encourages the use of HTP consumables. This directly violates Section 12(d) of RA11900 which prohibits any posts, messages or images promoting the use or purchase of such products.
In a letter to DTI, PMFTC confirmed its engagement of and collaboration with Aoki for the product line.
The DTI OSMV directs PMFTC to immediately take appropriate corrective actions to comply with RA11900 and all other applicable regulations. Further, it also orders the prompt removal of all digital/online and outward advertisements, marketing materials, messages, and imagery that promote or encourage the use of the company’s HTPs—particularly those targeting minors or portraying tobacco use as part of a desirable lifestyle.
