Social Media Marketing by E-cigarette and Heated Tobacco Product Brands in the Philippines

Referencing active Facebook, Instagram, TikTok, and YouTube accounts belonging to 39 e-cigarette and heated tobacco product (HTP) brands available in the Philippines, IGTC researchers examined the marketing strategies used and product characteristics advertised by these brands via social media to interact with consumers and increase user engagement. 

The findings from this study can inform efforts to strengthen and enforce existing policies in the Philippines intended to restrict youth-targeted marketing/advertising and deter product uptake among young consumers.