BACKGROUND AND IMPLEMENTATION CHALLENGES: Metro Manila houses approximately 20 million people; a good target market for any product.
Various TAPS strategies have been observed, from paper-based posters to huge outdoor ads. Before the passage of RA 9211 in 2003, ads could be seen on tv, in magazines, and in cinemas. At present, ads can only be placed inside stores located 100-meter away from schools.
From 2013 to 2016, TAPS observed was up to 23%. Early 2023, TI used trademark colors of tobacco products, painted on walls of stores with store names on top. It started in internal streets with low visibility and gradually increased in 2024.
INTERVENTION OR RESPONSE: Since 2013, MMDA has monitored the vicinity of schools and inspected stores. The results are forwarded to LGUs monthly for validation and sanction.
LGUs strengthen their capacity, passed more stringent policies, and activated their Task Forces. Verification of MMDA reports became a regular task. Stores in violation are sanctioned with penalties that range from a fine of Php1000 ($18) to P5000 ($90), business closure, or imprisonment.
An intensive campaign through social media, lectures, and info materials was made. Hotline 8888 is used to report observations.
RESULTS AND IMPACT: In 2023, TAPS observed within school vicinities s are contained to 5% or 1176 ads in 26196 stores inspected. Painted stores were repainted removing the distinctive marks of tobacco brands. Owners remove billboards with tobacco ads in their stores.
MMDA continues to provide monthly reports to LGUs which the LGUs use to track violators. Task Forces became more vigilant in enforcing their local policies; building on their pool of enforcers through regular training and updating.
CONCLUSIONS: TI will continue to invent strategies. Partnership for technical support is essential. The community must be engaged. LGUs need to be proactive and envision healthier communities. A total TAPS ban may be considered to address the issue.