Higher cigarette taxes, larger warnings may push 5.5M Filipinos to quit smoking – study

A new study suggests that increasing cigarette taxes and expanding graphic health warnings on cigarette packs could encourage millions of Filipinos to quit smoking.

Research published in the journal Tobacco Induced Diseases found that raising the excise tax on cigarettes to P90 per pack, a 23% increase from the current rate of P69.46 – could prompt about 5.5 million smokers in the Philippines to consider quitting.

The study was conducted by researchers from the Institute for Global Tobacco Control at the Johns Hopkins Bloomberg School of Public Health.

“If the excise tax on cigarettes were increased to P90.00 per pack, a 23% increase from its current rate – roughly 5.5 million more Filipinos who smoke might consider quitting,” said lead author Lauren Czaplicki.

She added that cigarette pricing and packaging play a major role in consumer behavior.

“The price of a pack of cigarettes and what it looks like both inform purchasing decisions… Raising taxes and making graphic warnings large, bold, and difficult to ignore raise the chance that someone will stop smoking,” she said.

Larger warning labels

The study also found that expanding cigarette health warning labels to 85% of the pack, from the current 50% requirement under Republic Act No. 10643 or the Graphics Health Warnings Law could make cigarette products less appealing and harder to ignore.

According to the World Health Organization (WHO), both higher tobacco taxes and prominent warning labels are among the most effective strategies to reduce tobacco consumption.

These measures are also recommended under the WHO Framework Convention on Tobacco Control, which the Philippines ratified in 2005.

Smoking still widespread

Despite declining smoking rates, tobacco use remains a major public health concern in the country.

More than 13 million Filipinos smoke cigarettes, with smoking prevalence dropping from 27% in 2009 to 17.4% in 2021.

However, tobacco use still causes nearly 100,000 preventable deaths in the Philippines each year, according to the research.

Dr. Ulysses Dorotheo, executive director of the Southeast Asia Tobacco Control Alliance (SEATCA), said the survey shows that smokers themselves recognize the impact of stronger tobacco control policies.

“The Filipinos surveyed are essentially saying, ‘Taxes should be raised to help me stop smoking,’ and ‘Larger health warnings will discourage me from smoking,’” Dorotheo said.

Survey of Filipino smokers

The study surveyed 886 adult smokers from Luzon, Visayas, and Mindanao.

Participants were shown different cigarette pack designs with varying prices, warning label sizes, and product features before being asked which would make them most likely consider quitting.

Researchers said the results reinforced the importance of strengthening tobacco control measures in the Philippines.

“Government must be made aware of this evidence showing that a substantial number of people who smoke would quit if the tobacco tax rates would increase by 23%,” said Filomeno Sta. Ana III, executive director of Action for Economic Reforms. — JMA, GMA Integrated News