Consumer advocacy groups are asking the World Health Organization (WHO) to include tobacco harm reduction (THR) in its global control policies and listen to the voices of over a billion consumers at an upcoming meeting in Geneva, Switzerland.

The WHO Framework Convention on Tobacco Control (FCTC) is set to convene its 11th Conference of the Parties (COP) from November 17 to 22, 2025, where new tobacco control policies will be discussed.

Groups like the Vaper Ako, Consumer Choice Philippines, and the Nicotine Consumers Union of the Philippines (NCUP) argue that as the direct targets of these public health policies, smokers should be included in the discussions and heard.

In a petition to Malacanang on November 13, 2025, vapers and consumer groups, with almost 48,000 signatures, underscored the need to protect the rights of the consumers to innovations around less harmful alternatives to smoking from extreme regulations.

Vaper Ako expressed its support for tobacco harm reduction, as smoke-free alternatives such as e-cigarettes and heated tobacco products have helped many Filipinos move away from cigarette smoking.

“We envision a smoke-free Philippines where every Filipino has better choices — not left dependent on harmful cigarettes or without options — and we kindly seek your leadership to make this vision a reality through policies grounded in truth, science and compassion,” the groups said.

The groups also underscored the need to defend Republic Act No. 11900 or the Vape Law which reflects the national commitment to tobacco harm reduction.

Meanwhile, the Consumer Choice Philippines said in a statement the WHO FCTC should "acknowledge our rights and choices to choose products that will reduce harm from smoking."

The organization promotes THR, a public health approach that provides less harmful alternatives to cigarettes such as vapes, heated tobacco and nicotine pouches. Scientific studies show these non-combustible products are less harmful than cigarettes, where toxic smoke is the main culprit for associated diseases.

"The evidence is clear: combustion kills, not nicotine. Safer alternatives exist and are effective. This is the time to stand with science and evidence," said Consumer Choice Philippines and NCUP said in a joint statement.

NCUP president Anton Israel reminded the WHO that nicotine consumers are not the enemy as he called for "honest education that reaches the grassroots so smokers understand that less harmful alternatives exist."

He said that while nicotine is addictive, it does not cause cancer, adding that the smoke from combustible cigarettes is responsible for heart and lung diseases.

"Smoke-free products (SFPs) are for people who do not quit smoking. The WHO should support, not punish, people who choose to use better alternatives," Israel said.

The NCUP also urged the WHO to revisit its current tobacco control policy, which, they said, has failed to reduce the global number of smokers.

In the Philippines, the adult smoking rate climbed to 23.2 percent in 2023 from 18.5 percent in 2021, which Israel attributed to restrictive WHO-espoused policies that have "exacerbated the problem and contributed to the illicit cigarette trade as smugglers took advantage of high excise taxes."

The consumer groups also called for tax reforms, more vigorous enforcement of anti-illicit trade measures, and frameworks to help smokers transition to less harmful alternatives.

The WHO should acknowledge the right of its member countries to pass supportive regulations like the Philippine Vape Law, which aims to reduce harm from smoking, according to NCUP.

Israel said the Vape Law provides a comprehensive regulatory framework for vaporized nicotine and non-nicotine products while establishing strict safety nets.

“We need to protect the Vape Law from attempts by the WHO and other agencies to undermine harm reduction in the Philippines,” Israel said.

Public Health England has issued a report showing that vaping is 95 percent less harmful than cigarettes. A study by Professor Christopher Cabuay, titled “Assessing the Impact of Shifting to Non-Combusted Alternatives to Reduce the Economic Cost of Tobacco-Related Illnesses: A Cost of Illness Approach in the Philippine Case,” projected that if half of adult Filipino smokers switched to non-combustible alternatives, the country could save P3.4 billion annually in smoking-related healthcare costs, which is about 0.87 percent of the gross domestic product.

Delegates from the 183 countries that are parties to the WHO FCTC, an international treaty that took effect in 2005, will attend this year’s COP.

Consumer Choice Philippines said the WHO should include and uphold science-based policies that protect public health while respecting consumer rights.

Israel said it is time for the WHO to "listen to real consumer experiences" and stop “imposing “restrictive and prohibitionist policies that demonize nicotine consumers.”