Filipino Youth Know They’re the Target Market for Vapes, Study Finds
A new study from the Institute for Global Tobacco Control (IGTC) at Johns Hopkins Bloomberg School of Public Health reveals that many Filipino teens and young adults recognize that vape marketing is aimed directly at them—raising fresh concerns for parents trying to protect their children from nicotine addiction.
Many parents worry about vaping youth, but new research suggests young people themselves are aware of why e-cigarettes have become so popular.
A study led by researchers from the Institute for Global Tobacco Control (IGTC) at Johns Hopkins Bloomberg School of Public Health found that Filipino youth ages 13 to 20 believe e-cigarette companies are actively targeting younger consumers through flavors, social media, and influencer-driven content.
“The sales target is young ones,” said one boy aged 13 to 15 who participated in the study.
Another teen shared how peer influence played a role: “They gave me vape; they said it’s tasty and it makes you look cool.”
The findings come as vaping among Filipino adolescents rose dramatically from 7.5% in 2021 to nearly 40% in 2023, according to the Food and Nutrition Research Institute (FNRI).
Effects of Vaping on Health
Researchers found that sweet, fruity, and candy-like flavors were among the strongest reasons youth tried vaping in the first place.
“It was very fragrant… and makes you curious and want to buy one,” said a participant aged 16 to 17. “That is why when I tried it, it hooked me.”
Some participants also admitted that attractive packaging and pleasant flavors made vaping seem less harmful than it actually is.
Health experts warn that vaping is not harmless. Research from the World Health Organization (WHO), the U.S. Centers for Disease Control and Prevention (CDC), and other public health agencies has found that most e-cigarettes contain nicotine, a highly addictive substance that can affect brain development in adolescents and young adults. (Prochaska, Vogel, & Benowitz, 2022; Hammond et. al, 2025).
Studies have also linked vaping to respiratory problems, increased coughing and wheezing, lung irritation, and a greater risk of nicotine dependence. Emerging evidence suggests that exposure to chemicals found in vape aerosols may also negatively affect heart and blood vessel health. (Cao et al., 2020)
Young people are particularly vulnerable because the brain continues developing into the mid-20s. Nicotine exposure during these years can affect attention, learning, mood regulation, and impulse control, making it harder for teens to quit once they start. (Sun, Prabhu, MacIntosh, and Rahman, 2024)
“Reducing youth exposure to all types of tobacco and nicotine products and marketing is a central component of protecting their health,” said IGTC researcher Dr. Tuo-Yen Tseng.
Senator Pia Cayetano echoed the concern, saying, “Our children and young people themselves are telling us that sweet and fruity flavors, along with attractive packaging, are what draw them in.”
She added that these products can appear safer than they really are, despite growing evidence of their health risks and addictive potential.
Meanwhile, Philippine Smoke-Free Movement national coordinator Rizza Duro warned, “When the age to buy e-cigarettes was lowered and flavors were legalized, everyone knew what was coming next.”
What Parents Can Do Next
For parents, the study offers an important reminder: conversations about vaping should start before curiosity turns into experimentation.
The research suggests that social media, peer influence, flavors, and marketing all contribute to youth vaping. Open communication, digital literacy, and honest discussions about nicotine addiction can help children better understand the risks.
Perhaps the most striking finding is that many teens already recognize they are being marketed to. The challenge now is helping them understand why—and giving them the tools to say no.
As Dr. Tseng noted, policymakers and families alike must prioritize “the best interests of children, teenagers, and young adults.”
References
Auschwitz, E., Almeda, J., & Andl, C. D. (2023). Mechanisms of e-cigarette vape-induced epithelial cell damage. Cells, 12(21), 2552.
Cao, D. J., Aldy, K., Hsu, S., McGetrick, M., Verbeck, G., De Silva, I., & Feng, S. Y. (2020). Review of health consequences of electronic cigarettes and the outbreak of electronic cigarette, or vaping, product use-associated lung injury. Journal of medical toxicology, 16(3), 295-310.
Hammond, D., Reid, J. L., Goniewicz, M. L., McNeill, A., O’Connor, R. J., Corsetti, D., Block, A.C., Brose, L.S., & Robson, D. (2025). Nicotine exposure from smoking tobacco and vaping among adolescents. JAMA Network Open, 8(3), e2462544.
Prochaska, J. J., Vogel, E. A., & Benowitz, N. (2022). Nicotine delivery and cigarette equivalents from vaping a JUULpod. Tobacco control, 31(e1), e88-e93.
Sun, Y., Prabhu, P., Li, D., McIntosh, S., & Rahman, I. (2024). Vaping: public health, social media, and toxicity. Online journal of public health informatics, 16, e53245.
Frequently Asked Questions
The study found that many Filipino teens and young adults believe vape companies target them through flavors, social media content, influencers, and attractive packaging.
Participants said sweet, fruity, and candy-like flavors make vaping more enjoyable and can make products seem less harmful.
According to FNRI data cited in the study, adolescent vaping increased from 7.5% in 2021 to nearly 40% in 2023.
Vapes can expose users to nicotine, which may affect brain development, increase addiction risk, and encourage long-term tobacco use.
Parents can start age-appropriate conversations early, discuss social media influences, explain nicotine addiction, and encourage children to ask questions openly.
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