Introduction:
Tobacco industry is well known for its destructive effects on human rights. The current trend shows the new wave of tobacco industry’s destructive effect which forms in the shape of e-cig. Several governments took the necessary steps to regulate e-cig while many others slow in protecting the people. One of the e-cig producer is Philip Morris with its iQOS. A report by Reuters which was released May 2018 mentioned that “…the iQOS holds another, less obvious advantage over regular smokes: the ability to harvest personal data about users’ smoking habits. …” The report reveals the new destroyed area by tobacco industry: personal data and privacy.

Objectives:
This study aims to assess the tobacco industry move on personal data and privacy against tobacco control dynamic.

Methods:
This qualitative study uses rights-based approach to assess the reported move by Philip Morris before the dynamic of multistakeholders partnership in the field of tobacco control. Rights-based approach emphasizes the vulnerable groups’ access, participation, control, and received benefit. In the analysis, this scope of human rights is applied in combination with the models of respect-protection-fulfillment of vulnerable group rights: affirmative action, specific allocation, and mainstreaming. The public policy advocacy framework and the Sustainable Development Goals are added as analysis tool.

Results:
This study found tobacco industry move related with personal data and privacy destroys the access, participation, control, and benefit aspects regarding the personal data and privacy. In term of public policy advocacy, the move demonstrates the worst impact toward the layer of public policy culture. The move contributes to the potential failure in achieving the SDG whereas the vulnerable groups will suffered the most.

Conclusion(s):
The entire situation calls the broader and stronger partnership within tobacco control which reaches privacy and personal data protection stakeholders.