IN THE FIGHT for public health, few battles are as insidious — and urgent — as the one being waged against deceptive vape marketing. As reported by this paper yesterday, the situation in Iloilo City – and most likely in Iloilo Province, too – offers a disturbing glimpse into how far the tobacco and vape industry is willing to go to secure the next generation of users. According to the Iloilo City Health Office, vapes are now being disguised as ballpens, necklaces, and even juice bottles — making them nearly undetectable to parents, teachers, and even law enforcers.
This is no accident. These designs are not innocent quirks of product innovation; they are deliberate and calculated strategies to attract minors. Vape companies have learned from the playbook of Big Tobacco, which for decades used flavored products, cartoon mascots, and glamorous advertising to lure in the youth. Today, vapes disguised as school supplies are the new Marlboro Reds hidden in lunchboxes.
The ethical implications of this tactic are appalling. To intentionally mask a harmful, addictive product in a form that appeals to children is an act of corporate manipulation that deserves public outrage. These companies are not merely selling a product — they are selling addiction under the guise of sleek, modern packaging.
The public health risks are equally alarming. As nurse Analeen Galilea of the City Health Office warned, nicotine is a powerful neurotoxin that can rewire young brains, impair memory, and worsen anxiety and depression. Regular use of e-cigarettes is also associated with lung injury, heart disease, oral health issues, and cancer risks due to exposure to toxic substances like formaldehyde and heavy metals.
In Iloilo City alone, 633 individuals were caught using vapes in the first half of 2025. Many of them were minors. The fact that some children wear vapes as necklaces or use them as “ballpens” during class is a sobering sign that this is not just a health issue — it is a societal crisis.
Local government cannot face this alone. While Iloilo City’s Ordinance No. 2017-002 already bans vaping in public spaces and promotes health education, enforcement must be matched with aggressive awareness campaigns. Parents, educators, and community leaders must be equipped to recognize and report these deceptive products. Retailers who knowingly sell disguised vapes to minors must be held accountable.
At the national level, lawmakers should seriously consider tightening regulations on vape packaging and advertising. There must be clear restrictions on products that mimic everyday objects, especially those associated with school or play.
The upcoming Lung Month in August presents an opportunity to rally public attention around this concern. Iloilo City can lead the charge, not just in enforcement but in advocacy, by exposing the unethical tactics used by vape manufacturers and fighting back with truth, education, and policy.
