TikTok for HIV prevention among Filipino youth: A behavioral economics approach.

This correspondence responds to Guss et al.'s study on using behavioral economics and TikTok for HIV pre-exposure prophylaxis (PrEP) education among youth. It expands the discourse to the Philippine context, where limited health literacy and rising HIV cases remain pressing concerns. With over 62 million TikTok users, the Philippines presents a critical opportunity to promote PrEP through gain-framed, authentic messaging. The commentary highlights the potential of social media as a tool for health education and calls for culturally relevant, youth-centered strategies to strengthen HIV prevention efforts among Filipino adolescents and young adults.