Examining the flavor descriptors of e-cigarettes, heated tobacco products, and nicotine pouches in the Philippines: Regulatory challenges and opportunities

In the Philippines, the regulation of e-cigarettes, heated tobacco products (HTPs), and nicotine pouches under Republic Act 11900 or the Vape Law is crucial as their use continues to rise. As e-cigarettes are rapidly gaining popularity due to their social appeal, perceived novelty, ever-changing flavors, and sensations that are attractive to consumers, HTPs and nicotine pouches are continuously developing as well. This study aims to characterize e-cigarette, HTP, and nicotine pouch flavor descriptors in the Philippines and to assess the regulatory implications of existing policies regulating these products. We adapted the Tobacco Pack Surveillance System (TPackSS) data collection protocol developed by the Institute for Global Tobacco Control and employed both inductive and deductive thematic analyses to categorize flavor descriptors from 278 e-cigarette, HTP, and nicotine pouch products. We identified 11 categories of flavor descriptors: colors (18.08%), fruits (15.07%), codes or acronym-like descriptors (13.70%), concept descriptors (12.05%), menthol (10.96%), beverages (9.86%), sweet (8.22%), miscellaneous (5.48%), pop culture (3.56%), tobacco (2.47%), and nuts (0.55%). We also examined the flavor imagery, marketing tactics, and promotional strategies on these products. To effectively regulate e-cigarettes, HTPs, and nicotine pouches, we recommend streamlining their governing policies. Establishing a complete flavor ban on appealing flavors, descriptors, and imagery is crucial to curbing use. Additionally, increasing taxation and implementing plain packaging can reduce the marketing appeal of these products, thereby enhancing prevention and control efforts.