Tobacco harm reduction advocates gathered in Makati City last Friday, February 28, 2020, to launch the Asia- wide education and information campaign#SmokeFree4Life and urged the World Health Organization (WHO) and the Department of Health (DOH) to respect the rights of smokers who want to switch to safer smoke-free alternatives. “We, vapers and former smokers, and advocates of tobacco harm reduction, have an opportunity to add to the global discussions on ENDS, heat-not-burn tobacco products and snus as much safer alternatives to combustible cigarettes. We stand up for our freedom of choice. [...]