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 come together 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 had sparked outrage.

On the official website of 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 Centre in Tokyo.

On May 17, the conference secretariat announced on its website that it had completely withdrawn PMI from its conference: Jacek Olczak's speech was cancelled and PMJ was removed from its role as sponsor.^[1].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

Philip Morris' presence would directly contravene 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 requested 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 that Parties to the FCTC 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 the names and logos of Philip Morris next to the names of dignitaries and heads of state, suggests a common understanding or even mutual support between public authorities and the tobacco industry. Moreover, tobacco advertising is banned in almost all Asian countries, and some even prohibit the public dissemination of tobacco company names, which are considered institutional advertising.

Philip Morris's Rehabilitation Strategy

Philip Morris' 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 wanting to speak out on "sustainable growth and transformation," PMI intended to promote its "Unsmoke the world" campaign, a new marketing campaign for its range of toasted/heated tobacco that it presents as alternatives to its traditional cigarettes.

Presenting itself as a company committed to the future, concerned with acting in terms of sustainable development, allows Philip Morris to hide the reality of the many damages caused by its products. In doing so, such an initiative is part of the concern of this industry to fight against a market that has become declining. The decision to exclude the cigarette manufacturer by the secretariat of the Conference seems to underline that the "denormalization" of this industry is well underway.

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