Philip Morris calls for 'pragmatic' regulation of tobacco and nicotine products

On April 25, 2025, at the World Economy Summit organized by Semafor in Washington, Philip Morris International (PMI) reaffirmed its commitment to promoting its smoke-free products as levers for reducing global tobacco use. Citing national data, PMI CEO Jacek Olczak denounced regulatory disparities that limit access to smoke-free alternatives. However, this position raises serious questions from public health experts, who point out that PMI's strategy remains fundamentally commercial and contradictory to public health objectives. [1].

A “plea” for innovation and access to “smoke-free” products

According to Olczak, approximately 20% of smokers worldwide—more than 190 million people in over 20 countries—do not have legal access to smoke-free products, while cigarettes, considered the most harmful form of nicotine consumption, remain available. He cites countries such as Turkey and Brazil, where bans on smoke-free products coincide with stagnant smoking rates, despite measures such as advertising bans, high taxes, plain packaging, and flavor bans.

In contrast, countries that have adopted smoke-free products, such as Sweden, Japan, and New Zealand, have seen declines in cigarette sales and smoking rates. Sweden, for example, is approaching a tobacco-free generation with a smoking prevalence of 5.3%, the lowest in Europe, which Philip Morris attributes largely to the availability of snus as a less harmful alternative.

Olczak emphasized that innovation must be accessible. He indicated that PMI has “invested heavily, continually innovated and transformed its business model to replace cigarettes with better smoke-free alternatives ", which represented, in the first quarter of 2025, 42,% of its global net revenues, compared to zero ten years ago. He called on countries around the world to adopt regulations that keep pace with these innovations so that they translate into progress in public health.

Sweden: an often-cited example, but a more nuanced reality

PMI cites Sweden as a success story in reducing smoking, attributing this decline to the availability of snus, a form of oral tobacco, and, in recent years, the sale of nicotine pouches. However, this interpretation is challenged by the facts highlighted by public health experts. According to a study published in Tobacco Prevention & Cessation[2], the reduction in smoking in Sweden is mainly due to a comprehensive and rigorously enforced anti-smoking policy, including increased tobacco taxes, strict restrictions on advertising, enforcement of the ban on tobacco sales to minors under 18, a ban on smoking in public places, and accessible smoking cessation programs. The study also highlights that the overall use of nicotine-containing products, including snus and e-cigarettes, is increasing, particularly among young people and women, calling into question the effectiveness of snus as a harm reduction tool.

In parallel, longitudinal studies[3] conducted in Japan concluded that the use of heated tobacco products did not promote smoking cessation among smokers or prevent relapse among former smokers. On the contrary, their use, in certain subgroups, reduced the likelihood of quitting and increased the risk of relapse. Other longitudinal research has also shown an increased risk of relapse among long-term former smokers using these products. These findings highlight the importance of encouraging smokers to use scientifically validated cessation methods known to be effective.

A business strategy incompatible with public health objectives

Although PMI highlights the potential benefits of its "smoke-free" products in reducing smoking rates, this approach raises strong reservations among public health experts. Introducing and promoting alternative products can encourage increased initiation of nicotine use, particularly among young people, while contributing to long-term addiction rather than promoting its elimination.

Furthermore, scientific evidence regarding the effectiveness of these products in supporting complete smoking cessation remains limited. Health authorities point out that tobacco control measures whose effectiveness has been widely demonstrated—such as tax increases, bans on tobacco advertising, effective bans on the use of these products by minors, and information campaigns on the risks of smoking—remain the most effective levers for reducing tobacco consumption among the population.

It is also worth emphasizing that PMI's strategy remains primarily commercial. Under the guise of innovation, the company aims to renormalize nicotine consumption, recruit new users—especially among young people—and maintain the addiction of current users. In this context, it is essential that public policy decisions be guided by independent data and based on public health objectives, and not by the economic interests of tobacco industry players.

For health stakeholders, a rigorous, evidence-based approach is essential to ensure that tobacco reduction efforts are not compromised by commercial strategies that could hinder progress in public health.

©Generation Without Tobacco

AE

[1] Philip Morris International CEO Jacek Olczak Addresses Emerging Global Divide in Regulatory Approaches to Consumer Innovation, Businesswire, published April 28, 2025, accessed April 29, 2025

[2] Ermann LL, Klefbom L. Swedish tobacco policy: Key learnings to decrease smoking and challenges that still lie ahead. Tobacco Prevention & Cessation. 2024;10(December):65. doi:10.18332/tpc/196350.

[3] Odani S, Tsuno K, Agaku IT, and Tabuchi T. Heated tobacco products do not help smokers quit or prevent relapse: a longitudinal study in Japan. Tobacco Control, 2023. Available from: https://www.ncbi.nlm.nih.gov/pubmed/36849258