Public health advocates are urging the Philippines to reconsider its reliance on the “quit or die” mindset in tobacco control, stressing that millions of smokers remain at risk as global quit rates remain low. They recommend adopting harm reduction strategies that provide alternatives for people who are unable to quit outright.
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Calls for Updated Approaches
At a press briefing organized by the Consumer Choice Center, Quit For Good president Dr. Lorenzo Mata admitted that many in the medical community are still unfamiliar with harm reduction approaches.
“Many doctors are not well-informed about harm reduction. Even me, before, I didn’t have any idea about harm reduction until it dawned on me that this is a very important bridge that can transition chronic smokers who cannot quit to quit completely,” Mata said.
Mata pointed out that the global quit rate is only 4 percent, leaving 96 percent of the world’s 1.3 billion smokers exposed to smoking-related illness. He argued that moving even a fraction of these individuals to safer alternatives each year could dramatically reduce deaths and economic losses.
Echoing Mata’s remarks, Dr. Rafael Valera noted that some physicians continue to rely on outdated beliefs about smoking.
“Not all doctors are trying to reach out and look into modern data. What they learned from medical school previously is that you stop smoking or you die,” Valera said.
The Economical Impact
Economist Christopher James Cabuay of De La Salle University added that even small shifts toward noncombustible products could deliver major financial benefits. His study estimated that the Philippines could save about $687 million annually if just 10 percent of smokers switched to alternatives.
Cabuay explained that fewer smoking-related illnesses would lower productivity losses and reduce the burden on the healthcare system. However, he cautioned that the growing illicit tobacco market is reversing years of progress in lowering smoking rates.
International Push for Harm Reduction
Speakers from abroad also criticized the World Health Organization (WHO) for overlooking harm reduction despite recognizing it in other areas of public health. Nancy Loucas of the Coalition of Asia Pacific Tobacco Harm Reduction Advocates highlighted this contradiction.
“WHO acknowledges harm reduction in HIV and drug use, but when it comes to tobacco and nicotine, safer alternatives are painted as threats instead of solutions,” Loucas said.
Michael Landl of the World Vapers’ Alliance pointed to Sweden as an example of success, noting that the country is on track to reach smoke-free status, defined as less than 5 percent smoking prevalence, by encouraging the use of products like snus, nicotine pouches, and vaping.
A Call for Reform
Several experts criticized the WHO Framework Convention on Tobacco Control (FCTC) for failing to embrace innovation in its 20 years of implementation. Global health researcher Roger Bate said the agency’s rigid stance risks making it irrelevant.
“We need fundamental reform. If the organization cannot evolve to incorporate modern science and real-world solutions, then it risks becoming obsolete,” Bate said.
Experts agree that moving beyond the old “quit or die” doctrine requires governments, regulators, and global health bodies to update their frameworks. Instead of framing smokers as problems to punish, policies must empower them with safer choices, balanced regulation, and accurate information. Without this shift, millions will remain trapped in the most harmful form of nicotine use, when proven, less dangerous options already exist.
