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Lady Blazers kick start NCAA volleyball four-peat bid vs Arellano University

COLLEGE OF ST. BENILDE LADY BLAZERS — NCAA.ORG.PH

Games on Thursday
(SSC-R Gym)
9 a.m. – AU vs CSB (men/women)
1 p.m. – EAC vs LPU (women/men)

COLLEGE OF ST. BENILDE (CSB) launches its ambitious four-peat feat bid as it clashes with a familiar foe in Arellano University (AU) in Thursday’s start of NCAA Season 100 volleyball at the San Sebastian College Gym.

The Lady Blazers will come in as the heavy favorites after having swept their way to three straight crowns and staying unbeaten in their last 40 outings including some from the pandemic-shortened season five years ago.

Interestingly, CSB, mentored by Jerry Yee, will clash with an AU team that also snared a three-peat prior to the former’s reign of terror.

Game time is at 11 a.m.

But unlike in the past few seasons, the Lady Blazers will be without four of the key cogs to their dynastic rule, setter and last year’s MVP Cloanne Mondonedo, Michelle Gamit, Gayle Pascual and Jade Gentapa who have all moved on to ZUS Coffee in the pros.

And that would mean more heavy lifting from the likes of former MVP Micah Go, Wielyn Estoque, Corrine Apostol, Jessa Dorog and Zam Nolasco among others.

Standing in the way of CSB’s dream four-peat is last year’s runner-up Lyceum of the Philippines University, which will try to set in motion its own championship campaign as it tackles Emilio Aguinaldo College at 1 p.m. — Joey Villar

Djokovic stunned by Berrettini in first round of Qatar Open

NOVAK DJOKOVIC was stunned 7-6(4) 6-2 by Matteo Berrettini in the Qatar Open first round on Tuesday as the Italian enjoyed his first win over the former world number one.

Berrettini played superbly to knock out the twice champion in one hour 35 minutes and secure his first victory against a top-10 opponent since January 2023.

“It’s something that I’ve been looking to do,” said former world number six Berrettini, who had lost all four of his previous matches against the Serbian.

“I played against him in the most important tournaments on tour, had the honor and the pleasure to play against him. I wish I could have won one of those matches as well.”

World number 35 Berrettini, voted the ATP’s comeback player last year, faces Dutchman Tallon Griekspoor in the next round.

Djokovic, a 24-time Grand Slam winner who was aiming for a 100th ATP title, was playing his first singles match since retiring from the Australian Open semifinals due to a hamstring injury.

The 37-year-old, who last week said he was “almost fully recovered,” had not lost a first-round match since his 2022 Monte Carlo Masters defeat by Alejandro Davidovich Fokina.

“I didn’t have any pain or discomfort in that sense. I was outplayed by just a better player today,” said Djokovic.

“I wasn’t at my desired level, and it could be that I’m still not moving the way I want to move but I played without pain so there is no excuse in that.

“Things are not the same as 10, 15 years ago. I still try to take care of my body on a daily basis and it’s more challenging now, no doubt. I still try to do my very best, given the circumstances.”

Djokovic will now turn his attention to the doubles event, pairing up with Spaniard Fernando Verdasco against Finn Harri Heliovaara and Britain’s Henry Pattem in the quarterfinals. — Reuters

Record 182.8M tuned into Super Bowl LIX

A RECORD 182.8 million unique viewers tuned into Super Bowl LIX for at least one minute, according to new Nielsen data released on Tuesday.

Nielsen previously announced that the Philadelphia Eagles’ 40-22 win against the Kansas City Chiefs on Feb. 9 in New Orleans averaged a record 127.7 million viewers across Fox, Fox Deportes, Telemundo and streaming services.

The higher numbers announced on Tuesday are from Nielsen’s Big Data + Panel “Reach” methodology. The new metric “more precisely measures out-of-home viewing,” according to Nielsen.

The reach of 182.8 million viewers exceeded the previous record of 182.2 million set one year earlier with Super Bowl LVIII.

Historically, Nielsen has used a Total Audience measurement. The company said it retired that metric in January in favor of the new Big Data + Panel numbers. — Reuters

Teenager Talbi’s double stuns Atalanta 3-1 to reach Champions League last 16

BERGAMO, ITALY — Club Brugge teenager Chemsdine Talbi’s double helped his side to get a three-goal lead at Atalanta before they held off a second-half onslaught for a 3-1 victory in their Champions League playoff on Tuesday to reach the last 16 by 5-2 on aggregate.

Ferran Jutgla netted the visitors’ other goal as Brugge stunned the Italian side by taking a 3-0 halftime lead, but they had to fight a desperate rearguard action in the second period as the hosts tried to conjure up an unlikely comeback.

Ademola Lookman pulled back one goal for Atalanta but then had a penalty saved by veteran goalkeeper Simon Mignolet, who made several other important stops to stymie home hopes and see the Belgian side advance to the next round.

They will face either Lille or Aston Villa, with their opponents to be decided in Friday’s draw.

Brugge took a slender 2-1 lead from last week’s first leg to the Stadio di Bergamo but extended it within three minutes through Talbi.

Jutgla hooked the ball across goal to the 19-year-old, whose quick feet worked a shooting chance and he fired low into the bottom corner of the net from 15 meters.

The visitors doubled their advantage midway through the first half when Atalanta goalkeeper Marco Carnesecchi could only parry Christos Tzolis’ shot and Talbi fired in the rebound for his second goal.

Three minutes into stoppage time at the end of the first period, Brugge had a third goal from Jutgla’s rasping low shot after catching Atalanta on the counter-attack.

Seconds earlier, the home side had seen Davide Zappacosta’s shot pushed onto the Brugge post by the hand of Mignolet and then a follow-up save before a third effort was cleared off the line by Brandon Mechele.

Atalanta brought on Lookman, recently returned from injury, at the start of the second half in the hope that last season’s Europa League final hero could spark a comeback. — Reuters

Fashion and creativity take center stage at the 9th Calgary International Fashion and Arts Week at the Manila Marriott Hotel

Calgary, the modern cosmopolitan city in the areas of the Canadian Prairies and the Canadian Rockies, is fast becoming a fashion center for Filipino creatives and global talents.

One of the most significant fashion events in this burgeoning region which is attracting attention from fashion enthusiasts, industry professionals, and the international media, is the Calgary International Fashion & Arts Week (CIFAW).

CIFAW is a global celebration of fashion as well as a platform for networking, education and talks about trends, inclusivity and the future of the fashion industry. It aims to encourage and showcase creativity, innovation, and collaboration among designers, stylists, models, photographers, and journalists.

It was founded by Spotlight Couronne Internationale, Inc. led by Filipino-Canadians: CEO/President Limuel Hayag Vilela, a producer/designer and former model; and COO/Chief Creative Director Alvin Masangkay Francia, an aviation expert and educator.

CIFAW began as a passion project and hobby for the two enterprising founders, who are deeply enthusiastic about fashion and teaching. The dynamic duo initiated CIFAW as a community event, volunteering their time to provide free classes for kids and teens who had experienced bullying or struggled with self-doubt.

The inaugural event, dubbed “The Fashion Takes Off from New York City” took place in 2017. The event featured three notable designers: Jude Charles, a New York-based fashion designer who had previously paved the way for Limuel to walk the runway in the Big Apple; Vanny Tousignant, an Indonesian-American designer based in New York; and Marco Not Polo, an artist also based in New York.

“The first CIFAW was a massive success, setting the stage for the event’s growth in the following years. Over time, CIFAW has not only grown into a premier annual celebration of diversity and creativity but has also become a launching pad for many of the young talents it nurtured,” Vilela revealed.

Francia shared: “Some of the very first models trained by Limuel and Alvin are now making big waves in the fashion world, gracing the runways of Milan, Paris, London, and New York Fashion Weeks for iconic American, Italian, and French fashion houses.”

To date, CIFAW continues to uphold its mission of empowering individuals through fashion and the arts while shining a global spotlight on the talents it cultivates.

The Dynamic Founders

In the Philippines, Vilela was immersed in fashion. So, producing shows was a natural progression.

“Transitioning from being a model to a brand designer and eventually producing international fashion shows feels like a path that God prepared for me, a journey from nothing to something,” shared Vilela.

CEO/President Limuel Hayag Vilela

Vilela arrived in Canada in 2008. He graduated at the Toronto Film School in 2022. But it was Calgary which quickly became his second home: “This city opened countless doors for my personal and professional growth. It gave me a space to share my passion for production and entertainment, and the community welcomed me as I pursued my dreams. I started from humble beginnings here, and Calgary has given me a platform to contribute something meaningful to the community.”

Francia, being an advocate for education and accessibility, believes in the transformative power of creativity — whether in the classroom or on the runway. With a strong inclination toward the fashion industry, he sees fashion as an art form that educates, inspires, and empowers self-expression.

“I integrate cutting-edge strategies to create engaging and inclusive environments where learning and creativity intersect. My mission is to bridge the gap between education and opportunity, using platforms like fashion and the arts to enable individuals to thrive and reach their fullest potential,” said Francia, who is currently pursuing a Master’s Degree in Distance Education at the University of the Philippines.

COO/Chief Creative Director Alvin Masangkay Francia

However, the duo soon found out that starting a business related to fashion in Calgary — a city widely recognized as “cowboy country” — came with its unique set of challenges.

 “At the outset, we faced skepticism about the legitimacy of our venture. Some questioned whether fashion could be considered a serious business and asked about our past portfolio. This doubt made the first couple of years particularly tough as we worked to establish our credibility. Securing clients was another significant hurdle,” said Vilela, who hails from Quezon Province.

As Filipino entrepreneurs, they also encountered cultural assumptions. Many believed their business catered exclusively to the Filipino community in Calgary. Overcoming this perception and making their events and services inclusive for everyone was a major struggle.

“Despite these challenges, we persevered. Through passion, hard work, and unwavering belief in the transformative power of fashion, we gradually earned the trust and support of the community,” Vilela said. “We’re proud to have built a brand that not only thrives but also celebrates inclusivity, creativity, and the potential of fashion to inspire and empower.”

Vilela and Francia emphasize that there is no strict qualification process to be able to be part of CIFAW. We both strongly believe in giving a platform to everyone, especially new and up-and-coming creatives who might not have had a chance to shine yet.

Francia added: “Fashion and arts are such a perfect combo — they complement and elevate each other. Calgary is such a vibrant and diverse city, and we want to reflect that in our platform. So, the only thing we really look for is passion. You have to love what you do, and it has to show in your work. And of course, we want you to be as creative as possible. Blow us away. Make us go, ‘Wow!’ That’s all we ask for.”

Today, the duo not only produce CIFAW but also Calgary Kids Fashion Week, Edmonton Kids Fashion Week, Winnipeg Kids Fashion Week, SCI PH New York, and SCI PH Paris.

A Milestone Moment at the ‘Marriott Moments A-FAIR’

In its relatively young existence, CIFAW has contributed to Calgary’s reputation as an emerging and burgeoning fashion capital. This year, this same exuberance and vitality will be extending to Manila as CIFAW will be promoting Philippine fashion globally.

So, whether you’re from Calgary, Manila, Paris, or anywhere in between, as long as you have the passion and the creativity, CIFAW is a platform for you.

In partnership with Marriott Bonvoy, and Themes and Motifs, the much-anticipated “Home: A Celebration of Love and Life’s Winning Moments — The 9th Calgary International Fashion and Arts Week” and “Marriott Bonvoy’s Marriott Moments A-FAIR: Dream Weddings and Events Expo” will happen at the MGBX Exhibition Hall in Marriott Grand Ballroom on July 26 and July 27, 2025.

“CIFAW is absolutely not exclusive to Filipino creatives — it’s open to global talents as well. While we’re proud of our roots and love supporting the Filipino community, this platform was created to celebrate diversity and inclusivity,” Francia clarified.

Vilela added: “My hope is that this endeavor serves as a bridge connecting Canadians, Filipinos, and the rest of the world through fashion, art, culture, and tourism. I want it to inspire every Filipino to take pride in their roots and in the place we call home — the Philippines.”

It was important for Francia and Vilela that their company name included the word “international” — because from day one, both dreamed big.

Partnering with Marriott Manila this July is a huge step for us. It’s a milestone that proves we’re moving in the right direction. Our plans are to stay true to our core values: collaboration and inclusivity,” Vilela said.

“What’s really exciting about this year is that we’re expanding our mission. This partnership in Manila will not only bring global attention to Filipino creativity but also shine a spotlight on the beauty and culture of the Philippines,” Francia concluded. “So, our grand plan is simple yet ambitious: keep growing, keep collaborating, and keep making sure CIFAW is a space where fashion, arts, and culture collide beautifully — while creating opportunities and celebrating diversity on a global stage.”

For more information about Spotlight Couronne Internationale Inc Productions and future events, please visit https://www.scimodels.ca  or email us at info@scimodels.ca follow us on @scimodels.

 


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How AI is used to improve calls between agents and customers

Home Credit, a financial services company, has improved its monitoring process by using artificial intelligence to get feedback for its agents.

Interview by Patricia Mirasol
Audio editing by Jayson Mariñas

ACG leads collaboration with BCCP and PEZA to boost investment opportunities in the Philippines

The Asian Consulting Group (ACG) has taken the lead in strengthening investment opportunities in the Philippines through a strategic alliance with the British Chamber of Commerce Philippines (BCCP). A Memorandum of Understanding (MoU) was signed on Feb. 10 at the BCCP’s headquarters in Taguig City, underscoring their shared goal of fostering seamless tax compliance and investment strategies for foreign businesses, especially British companies.

Mon Abrea, Founder and CEO of ACG, together with Hazel Joy Mendoza, ACG President and COO, formalized the partnership through the ceremonial MoU signing with BCCP Executive Chairman Chris Nelson. This collaboration highlights the ACG’s commitment to supporting international investors navigating the Philippine business landscape.

“Our collaboration with BCCP demonstrates a unified commitment to providing seamless tax and regulatory solutions for investors. We aim to create a conducive environment for businesses to thrive and innovation to flourish,” said Mr. Abrea.

The BCCP, with its focus on British companies, partners with the ACG in bringing the 2025 International Tax and Investment Roadshow (ITIR) to London, UK. The Chamber plays a key role in encouraging British firms to explore investment opportunities in the Philippines.

Following the MoU signing, the ACG met with the Philippine Economic Zone Authority (PEZA) regarding its joint investment mission. Present during the meeting were Mon Abrea, Hazel Joy Mendoza, and PEZA Director-General Theo Panga. Key highlights from the discussions included the ACG’s plans to organize an exclusive tax briefing for PEZA locators on March 28, 2025, with BIR Deputy Commissioner Atty. Marissa Cabreros and PEZA Deputy Director Atty. Ross Vincent S. Sy.

The 2025 International Tax and Investment Roadshow organized by the ACG will again travel around the world to promote investing in the Philippines, starting with Asia, which includes Japan, South Korea, Malaysia and India. It will continue to Oceania with Sydney and Brisbane in Australia, followed by New Zealand. The roadshow will also visit key locations in the Middle East, including Abu Dhabi and Dubai in the UAE, as well as Doha, Qatar. In Europe, the campaign will span multiple cities in Spain, Switzerland, France and the United Kingdom. The roadshow across the Americas will include Washington D.C., New York, San Francisco, and Los Angeles in the United States and then Canada, initially Toronto and Calgary. 

The ACG invites stakeholders and partners to join this transformative investment campaign, contributing to the Philippines’ emergence as a premier investment destination for global business opportunities.

 


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Join us on Viber at https://bit.ly/3hv6bLA to get more updates and subscribe to BusinessWorld’s titles and get exclusive content through www.bworld-x.com.

Philippines reports foreign cyber intrusions targeting intelligence data, but no breaches

Miniatures of people with computers are seen in front of binary codes and words “cyber attack’ in this illustration taken July 19, 2023. — REUTERS

MANILA – The Philippines has detected foreign attempts to access intelligence data, but its cyber minister said on Tuesday no breaches have been recorded so far.

Attempts to steal data are wide-ranging, said minister for information and communications Ivan Uy. Advanced Persistent Threats or APTs have repeatedly attempted but failed to infiltrate government systems, suggesting the country’s cyber-defences have held firm.

APTs are a general term for cyber actors or groups, often state-backed, that engage in malicious cyber activities.

“These have been present for quite some time, and threats come from many actors, but a big majority of them are foreign,” Mr. Uy told Reuters.

Some of these threats, which Mr. Uy referred to as “sleepers” had been been embedded in systems before being exposed by government’s cyber security efforts.

“Why are these things operating in those systems, without even anybody calling it out?,” he said.

So far, the government has not seen any cyberattacks targeting critical infrastructure, he said.

“Hopefully it’s because our cyber defences and cyber security are strong enough,” he added.

Mr. Uy acknowledged the difficulty of attributing cyber intrusions to specific attackers, as they sometimes leave misleading digital traces.

However, the government is working through diplomatic channels and sharing intelligence with the military, including with other countries, to validate threats and strengthen defenses, he said.

Last year, the Philippine said it thwarted attempts by hackers operating in China to break into websites and e-mail systems of the Philippine president and government agencies, including one promoting maritime security.

Mr. Uy described the escalating cyber threats as part of a global arms race, where nations and criminal organizations exploit digital vulnerabilities for financial or strategic gain.

“World War III is happening and it is cyber,” Mr. Uy said. “These weapons are non-kinetic. They are cyber, digital, virtual, but it’s happening, but the attacks and defences are happening as we speak, without any physical manifestation.”

Beyond cyberattacks, Mr. Uy has also flagged a surge in deepfakes and what he referred to as “fake news media outlets” aiming to manipulate public opinion ahead of the Philippines’ mid-term elections in May, and the ministry has deployed tools to combat them.

“Misinformation and disinformation are riskier with respect to democracies like ours, because we rely on elections, and elections is based on personal opinion,” Mr. Uy said. — Reuters

US condemns ‘dangerous’ maneuvers by Chinese navy in South China Sea

PHILEMBASSY.NO

 – The United States condemned the “dangerous” maneuvers of a Chinese navy helicopter that endangered the safety of a Philippine government aircraft patrolling a disputed shoal in the South China Sea, its ambassador to Manila said on Wednesday.

In a post on X, Ambassador MaryKay Carlson also called on China “to refrain from coercive actions and settle its disputes peacefully in accordance with international law.”

The Philippines said late on Tuesday it was “deeply disturbed” by the Chinese navy’s “unprofessional and reckless” flight actions and that it will make a diplomatic protest.

Manila’s coast guard said the Chinese navy helicopter performed dangerous flight maneuvers when it flew close to a government aircraft conducting surveillance over the Scarborough Shoal, endangering the lives of its pilots and passengers, actions.

China disputed the Philippines’ account, saying on Tuesday its aircraft “illegally intruded” into China’s airspace and accused its Southeast Asian neighbor of “spreading false narratives”.

Named after a British ship that was grounded on the atoll nearly three centuries ago, the Scarborough Shoal is one of the most contested maritime feature in the South China Sea, where Beijing and Manila have clashed repeatedly.

“The Philippines has undeniable sovereignty and jurisdiction over Bajo de Masinloc,” its maritime council said in a statement using Manila’s name for the shoal.

China claims sovereignty over almost the entire South China Sea, a vital waterway for more than $3 trillion of annual ship-borne commerce, putting it at odds with Brunei, Indonesia, Malaysia, the Philippines, and Vietnam.

A 2016 arbitration ruling invalidated China’s expansive claim but Beijing does not recognize the decision. – Reuters

NZ central bank cuts rates by 50bps, flags more easing to revive frail economy

STOCK PHOTO | Image by Kerin Gedge from Unsplash

 – New Zealand’s central bank cut its benchmark rate by 50 basis points to 3.75% on Wednesday and policymakers flagged further reductions in borrowing costs amid moderating inflation as they sought to revive a struggling economy.

The New Zealand dollar slipped while the 90-day bank bill futures rallied as markets priced in a 25-basis point cut in April, and more reductions by year-end.

“The economic outlook remains consistent with inflation remaining in the band over the medium term, giving the Committee confidence to continue lowering the OCR,” the Reserve Bank of New Zealand said in its accompanying policy statement.

The decision was in line with a Reuters poll where 32 of the 33 economists surveyed forecast the RBNZ will cut the cash rate for the fourth straight meeting, and by half a percentage point.

“If economic conditions continue to evolve as projected, the Committee has scope to lower the OCR further through 2025,” the RBNZ said.

The central bank signaled a lower cash rate trajectory in coming months compared with previous forecasts, but the reductions are expected to be in smaller 25-bps moves. It now projects that rates will fall to 3.45% by June, and the year-end rate is expected to be 3.10%, down from the November estimate of 3.2%.

“The main message from today’s Monetary Policy Statement is the lowering (again) of the Official Cash Rate track. The RBNZ are signaling more cuts, sooner,” said Kiwibank chief economist Jarrod Kerr

The central bank has now cut rates by 175 basis points since August, with a slowdown in inflation giving policymakers leeway to extend their easing efforts in a much needed boost for an economy struggling to emerge from a deep recession.

The RBNZ said it is well placed to maintain price stability over the medium term and respond to future inflationary shocks, but added that global uncertainty over tariff policies pose some risks to the economy.

“The RBNZ’s aggressive 50-basis point cut to 3.75% shows its determination to revive the economy, despite inflation risks and global uncertainties like Donald Trump’s re-election as U.S. President,” Saxo Asia Pacific Senior Sales Trader Junvum Kim.

Several of the large banks in New Zealand including Westpac, ASB Bank, Kiwibank and Bank of New Zealand cut mortgage rates following the cash rate announcement.

Bill futures rallied as markets priced in a 93% chance of an easing in April and have rates near 3.0% by year-end, which is seen as the bottom of the cycle.

The kiwi dollar slipped 0.3% to $0.5683, having already lost 0.5% on Tuesday.

 

GLOBAL TARIFF, ECONOMIC UNCERTAINTY

A global front-runner in withdrawing pandemic-era stimulus, the RBNZ lifted rates 525 basis points since October 2021 to curb inflation in the most aggressive tightening since the official cash rate was introduced in 1999.

The punishing borrowing costs, however, took a heavy toll on demand and tipped the economy into recession in the third quarter of last year – the worst downturn outside of the pandemic since 1991.

The weakened state of the economy has added urgency to policymakers efforts to stimulate demand. The government has already abandoned hopes for a return to budget surpluses, seeing deficits for the next five years.

New Zealand’s annual inflation has come off in recent months and is currently at 2.2%, but the central bank said a volatile period ahead will probably see it increase to 2.7% in the third quarter before moderating again.

New Zealand is one of several countries to ease rates as inflation has moved lower, but its sharp reductions to borrowing costs contrast with a more cautious approach by the U.S. Federal Reserve and its counterpart in Australia.

The Reserve Bank of Australia on Tuesday delivered the first cut in interest rates in more than four years but signaled a cautious approach to any further easing.

Trade and other broader economic policies under U.S. President Donald Trump’s second term in power have also raised policy uncertainty around the world due to the renewed risk of inflation.

“Lower interest rates will encourage spending, although elevated global economic uncertainty is expected to weigh on business investment decisions,” the RBNZ said. – Reuters

Vietnam to approve key infrastructure projects, revised GDP target

STOCK PHOTO | Image by Sinh Đặng from Pixabay
STOCK PHOTO | Image by quang vu ha from Pixabay

 – Vietnam’s National Assembly will on Wednesday vote to approve a new economic growth target for this year and adopt resolutions supporting major infrastructure projects, including nuclear power plants and a rail link to China.

The government has sought approval from lawmakers to revise up the gross domestic product growth target for this year to at least 8.0% from 6.5% to 7.0%.

Parliament will also vote to pass a resolution supporting construction of a new railway linking a major seaport in northern Vietnam with China, with a price tag of $8.3 billion, part of which to be funded by loans from the Chinese government.

Vietnam, a regional manufacturing hub heavily reliant on exports to drive its economy, has been seeking to ramp up its investment in infrastructure as one of its key measures to boost growth.

Lawmakers will on Wednesday vote to pass policies for the development of nuclear power plants, the first of which is set to be built by the end of 2031.

They will also vote to adopt rules that would allow Elon Musk’s Starlink to provide satellite internet services in the country while maintaining full ownership of any local subsidiary.

On Tuesday, the assembly approved a bold bureaucratic reform plan that will slash up to a fifth of government bodies, as it tries to cut costs and improve administrative efficiency. – Reuters

UK to probe health impact of vaping on children as young as eight

PIXABAY

– Britain will investigate the long-term effects of vaping on children as young as eight in a decade-long study of their health and behavior, the government said on Wednesday.

The government has been cracking down on the rapid rise of vaping among children, with estimates showing a quarter of 11- to 15-year-olds have tried it out.

ban on disposable vapes, sold for as little as five pounds, is due to come into force in June, and the Tobacco and Vapes Bill, currently passing through parliament, will limit flavors and packaging on vapes designed to attract children.

“The long-term health impacts of youth vaping are not fully known, and this comprehensive approach will provide the most detailed picture yet,” the health department said.

The 62 million pound ($78.1 million) study will track 100,000 people aged 8-18 years through the 10-year period, collecting data on behavior and biology as well as health records, the statement said.

The World Health Organization has urged governments to treat e-cigarettes similarly to tobacco, warning of their health impact and potential to drive nicotine addiction among non-smokers, especially children and young people.

“It is already known that vaping can cause inflammation in the airways, and people with asthma have told us that vapes can trigger their condition,” said Sarah Sleet, CEO of British lung charity Asthma + Lung UK.

“Vaping could put developing lungs at risk, while exposure to nicotine – also contained in vapes – can damage developing brains.”

In Britain, unlike traditional cigarettes which are heavily taxed and face strict advertising limitations, vapes are not subject to ‘sin tax’ and carry colorful designs and fruity flavors that make them stand out on shop shelves.

The government, which plans to introduce a flat rate duty on vaping liquid from next October, said the study would provide researchers and policymakers with the evidence needed to protect the next generation from potential health risks.

It also launched a nationwide vaping campaign, due to roll out primarily on social media to “speak directly” to younger audience using influencers. – Reuters