Originally published: Tobacco Induced Diseases, March 2026
ABSTRACT
Introduction:
In the Philippines, approximately 13 million adults smoke. Policies to raise cigarette taxes, increase health warning label (HWL) size, and restrict menthol could reduce smoking.
Methods:
We conducted an online discrete choice experiment (DCE) in November 2023 to assess hypothetical policy responses among 886 Filipino adults who smoke across three regions of the Philippines (Luzon, Visayas, Mindanao). The DCE included ten choice sets of three cigarette packs. Packs varied on excise tax [60 (ref.), 70, 80, 90 pesos (PHP)], packaging [domestic packs: 50% HWL branded (ref.), 50% HWL plain, 85% HWL branded, 85% HWL plain; foreign pack, no HWL], and flavor [tobacco (ref.), menthol]. Participants were randomly assigned to see one choice set using a programmed 1:1 randomization ratio and asked to select which pack: 1) they would choose, 2) would make them most consider quitting, and 3) would be less harmful.
Conclusions:
Results suggest raising the excise tax to at least 80 PHP and implementing 85% HWLs may encourage smoking cessation in the Philippines. Our findings can be used by policymakers and advocates in the Philippines to implement strong tobacco control policies to protect public health.
METHODS
Sample
Data were collected in November 2023 via an online survey. The Manila-based market research firm, GoodThinking, managed recruitment from an online panel maintained by Pureprofile. An invitation to complete the survey was sent to all Pureprofile panel participants who were aged ≥18 years, had complete demographic information, and had an IP address located in the Philippines. Participants were eligible if they smoked at least 100 cigarettes in their lifetime, smoked on at least one of the past 30 days, reported ever buying their own cigarettes, and were able to speak and read English, Filipino/Tagalog, or Cebuano. Quotas were set to recruit a sample of 900 adults who smoke stratified equally across the three main regions of the Philippine [Luzon (n=300), Visayas (n=300), Mindanao (n=300)]. Our sample size was calculated based on the simulations approach for DCEs22; we were adequately powered to detect differences in the main effects assuming a significance level of 0.05, power level of 80%, and medium effect sizes (0.2–0.4).
