The Philippines is witnessing a youth-led uprising against the tobacco industry. The “TobaccOFF NOW!” movement, launched on June 20th, 2025, aims to curb the alarming rise in youth vaping and smoking. Driven by the Positive Youth Development Network (PYDN), the campaign directly confronts the deceptive tactics of tobacco giants.
Internal Philip Morris documents reveal the cynical strategy: “Today’s teenager is tomorrow’s potential customer.” This predatory approach exploits loopholes in regulations, particularly in countries where vaping remains unbanned. Tobacco companies aggressively market flavored products and sleek packaging to attract young people. They leverage social media influencers and deceptive campaigns.
The “TobaccOFF NOW!” movement counters this with a powerful message. This youth-led initiative, shaped by over 170 young Filipinos, exposes the industry’s manipulative marketing. The movement highlights the devastating health consequences. A 2023 survey revealed one million new adolescent smokers and vapers— a shocking statistic. Over 15 million Filipino adults currently smoke.
“The youth are aware of the industry’s tactics,” stated Jeannie Anne Maguad, PYDN Executive Director. “They are ready to protect their future.” Vonn Vincent Tanchuan, the campaign’s Communication Lead, added, “This is the youth telling the tobacco industry they’re taking back their future.”
The campaign’s impact extends beyond health concerns. Vaping undermines local agriculture. It hurts farmers by diverting consumers from locally grown tobacco. The movement advocates for policies that protect Filipino youth. The campaign’s key policy goals include:
• Raising the minimum age for all nicotine products to 21.
Strengthening distribution regulations to prevent youth access.
• Eliminating flavored products to reduce youth appeal.
Strengthening bans on advertising, promotion, and sponsorships.
• Increasing taxes on nicotine products.
The movement argues that the vaping industry’s existence contradicts the Philippine Constitution’s mandate to prioritize Filipino health. Blaming medical experts does not absolve tobacco companies of their responsibility for youth welfare. The “TobaccOFF NOW!” movement believes vaping carries the same health risks as traditional cigarettes. The campaign aims to reach 10 million young Filipinos and engage 10,000 youth leaders by January 2026. This includes utilizing social media and community partnerships.
This is not merely a health campaign; it’s a fight for the future of a generation. The youth are fighting back against corporate greed and a public health crisis. The “TobaccOFF NOW!” movement is a testament to their commitment to a healthier Philippines.
