International Conference "The Future of Asia": Philip Morris ousted

On May 20-21, 2021, Nikkei City, Japan, will host its 26th International Conference on the Future of Asia—a global gathering where leading leaders and academics gather to discuss regional issues and Asia's position in the world. The presence of Philip Morris Japan (PMJ) and Philip Morris International (PMI) at the conference sparked widespread outrage.

On the official website At the Conference, the Philip Morris Japan PMJ logo was placed among the "Corporate Sponsors" / Institutional Partners alongside the Japan Foundation. Philip Morris International (PMI) Chief Operating Officer Jacek Olczak was invited to speak on the theme "Sustainable Growth and Transformation in Asia", alongside Yasuyuki Sawada, Managing Director of the Asian Development Bank and Yumiko Muramaki, Head of the OECD Tokyo Centre.

On May 17, the conference secretariat announced on its website that it had completely withdrawn PMI from its conference: Jacek Olczak's speech was canceled and PMJ was removed from its role as sponsor.^[1]. This decision was particularly welcomed by STOP (Stopping Tobacco Organizations and Products), a global tobacco industry watchdog.

Philip Morris's presence would directly violate the WHO Framework Convention on Tobacco Control treaty

In a letter addressed to the Conference Secretariat, several public health organizations had expressed their concern about the presence of Philip Morris at this event.[2]They had asked the Conference Secretariat to terminate its agreements with PMJ and PMI in accordance with the countries' commitments to respect the rules of good governance and the United Nations sustainable development goals. Article 5.3 of the WHO Framework Convention on Tobacco Control (FCTC) requires Parties to the FCTC to limit their interactions with industry as much as possible. Most countries also support the United Nations Sustainable Development Goals, including objective 3.A which calls for strengthening the implementation of the Framework Convention in all countries.

Allowing representatives of this industry to speak at such a meeting, as well as placing Philip Morris's names and logos next to the names of dignitaries and heads of state, suggests a shared viewpoint, or even mutual support, between public authorities and the tobacco industry. Moreover, tobacco advertising is banned in virtually all Asian countries, and some even prohibit the public dissemination of tobacco company names, which are considered corporate advertising.

Philip Morris's Rehabilitation Strategy

Philip Morris's presence at such an event is part of its image rehabilitation strategy. The aim is to influence international institutions and political elites. By participating in the conference, PMI was also seeking favorable media coverage for its new products in Asian markets. By expressing its position on "sustainable growth and transformation," PMI intended to promote its "Unsmoke the World" campaign, a new marketing campaign for its line of toasted/heated tobacco, which it presents as alternatives to its traditional cigarettes.

Presenting itself as a company committed to the future, committed to sustainable development, allows Philip Morris to obscure the reality of the numerous damages caused by its products. In doing so, such an initiative is part of the industry's desire to combat a declining market. The Conference secretariat's decision to exclude the tobacco company seems to underline that the "denormalization" of this industry is well underway.

Keywords: Philip Morris, Asia, Japan, Future of Asia, Conference, Interference, CCLAT, New products