The campaign was initially launched in October 2025, with the aim of getting more and more companies, institutions and actors to join the movement.
This new alliance represents a unique opportunity to spread this important message and continue promoting responsible trade practices in the country through its 635 stores, in which materials have been placed with the message “We do not sell vapes to minors here”, with the aim of reinforcing age verification and generating greater awareness among consumers and points of sale.
“As a convenience store chain with a national presence, we assume the role of first protection filter. Implementing this campaign in our 635 stores reflects our commitment to age verification and responsible practices in our points of sale,” said Geovanny Alvarado, operations manager of Super 24.
This is in addition to efforts that TACASA already carries out with its commercial partners (including Super 24) to train sellers on the importance of not selling these types of products to minors, although there is currently no law that regulates it.
The initiative seeks to strengthen the role of formal commerce as a key actor in preventing minors’ access to nicotine products, while promoting the participation of the private sector in the construction of preventive solutions.
“We have always expressed our concern about the lack of specific regulation that controls the sale of nicotine products to minors. Given this reality, we decided to take a step forward as a private sector to reinforce responsible trade from points of sale,” said Andrea Orantes, general manager of PMI in Guatemala, El Salvador and Honduras.
It should be noted that PMI at the international level and TACASA at the local level have a permanent information campaign with commercial partners to prevent minors from accessing their products. This awareness campaign with Super 24 adds to the company’s ongoing efforts in this regard, and is at the same time an open invitation to more companies to join the campaign.
“Responsible commerce is an ethical commitment that strengthens trust in the formal market. Businesses have a key role in the protection of minors and this campaign demonstrates that the private sector can lead preventive solutions with or without regulation that requires it,” concluded Cristian Mayorga, executive director of the Guatemalan Chamber of Commerce.