Experts analyze Philip Morris's marketing narrative through its "Technovation"

For the past decade, Philip Morris International (PMI) has sought to present itself as a technology company committed to building a "smoke-free future." This strategy relies in particular on the promotion of new products such as heated tobacco products like IQOS, ILUMA, and ZYN. The message is that these are alternatives to traditional cigarettes, offering new products with reduced health risks. As part of the rollout of this new strategy, PMI organizes international events under the name "Technovation," dedicated to science, innovation, and "harm reduction." In 2026, events were held in Washington, Stockholm, and Rabat, among other cities. PMI presents these events as forums for dialogue bringing together scientists, public officials, journalists, and business leaders.[1].

A strategy to build credibility for SMEs and make them appear indispensable in all discussions.

Technovation events are part of an international communication strategy. The group adapts its message to the characteristics of the countries involved: investment and innovation in the United States, «"Swedish experience" in nicotine consumption or regulatory issues in other markets.

Participants receive press kits including presentations, visuals, and background information. In Stockholm, independent media coverage reported the presence of approximately 130 European journalists, as well as political leaders, academics, and regulatory experts. This format allows PMI to disseminate its messages to diverse audiences while associating its image with concepts such as science, innovation, and technological progress.

The repetition of messages in the media space

However, the strategy is not solely based on the events themselves. Visibility in the media and search engines is also crucial. PMI specifically acknowledges the use of search engine optimization (SEO) to "make its content accessible to adult users of nicotine products.".

Researchers have observed that some media content devoted to tobacco industry products uses language similar to that disseminated by the companies themselves. An analysis of eight articles published after the 2024 Abu Dhabi Technovation event found that 80 to 95% of the argumentative structure and 70 to 90% of the vocabulary studied were similar. However, these estimates are based on a limited sample and do not, on their own, allow for the precise determination of how this content is produced. Recurring expressions include "smoke-free future," "innovation," "technology," "consumer choice," and "science-based alternatives." The repetition of these phrases across different media can contribute to increasing the visibility of this narrative framework.

A challenge amplified by algorithms and AI

This dynamic is related to the concept of "information disorder," which refers to the effects that the repetition, volume, and visibility of certain content can have on the information environment. In digital spaces, widely shared content is more likely to be indexed by search engines and displayed during user searches. The proliferation of similar messages thus creates the impression that a position is widely shared, even when the sources of this content are linked to the same actor.

The development of artificial intelligence tools reinforces this dynamic. These systems use vast sets of online content to search, aggregate, and synthesize information. Thus, the strong presence of certain narratives in the digital space is likely to influence their visibility in automated information systems, without it being possible to assert that a company directly controls the responses produced by these systems.

Implications for public health

According to Swiss experts who have analyzed this disinformation strategy, the tobacco industry's influence is evolving: beyond directly challenging independent scientific data, the communication methods adopted aim to influence the visibility, dissemination, and credibility of the industry's narrative. This dynamic has consequences: it affects the understanding of the true issues behind the "harm reduction" discourse, it disseminates misinformation that is then amplified by the media, and it is part of an effort to influence regulations in a way that favors the industry. Faced with these challenges, the fight against tobacco must, according to them, incorporate monitoring of the information environment, particularly the repetition of narratives and their algorithmic visibility. Cooperation between civil society, researchers, public health institutions, and independent media can help counter the manipulation of the information system and strengthen the dissemination of evidence-based messages.

According to the authors, increased attention is also needed regarding the origin and independence of online content, as well as the distinction between advertising, sponsored content, and journalism. In the age of algorithms and AI, the issue therefore lies as much in the true nature of the information disseminated and made highly visible.

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[1]Ruth Njengere Lehmann, Kris Schürch, Luciano Ruggia, Technovation and Narrative Power: Innovation, Influence and Information Saturation in the AI Era, Tobacco Control, published on September 28, 2026, accessed on September 29, 2026

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