United States: Philip Morris announces assistance to victims of recent hurricanes

Swedish Match North America, a subsidiary of Philip Morris International (PMI), announced a $1 million donation to support relief efforts for victims of Hurricanes Milton and Helene in the southern United States as part of its philanthropic initiative “We Care by ZYN.” Corporate social responsibility (CSR) activities are part of the tobacco industry’s strategy to portray itself as responsible actors and weaken regulations.

 We Care by ZYN was created in 2020, during the COVID pandemic, to “provide financial support to communities responding to and recovering from unexpected disasters,” said Joe Ackerman, vice president and chief marketing officer of Swedish Match North America.[1]. ZYN is the tobacco company's brand of nicotine pouches, which is aggressively marketed around the world and particularly in the United States.

Support announced for emergency associations in several disaster-stricken states

Of the $1 million, Florida will receive the largest share, with $350,000 going to the Volunteer Florida Foundation and $150,000 to the Gulf Coast Communication Foundation. Virginia will receive $150,000, with $100,000 going to the 2024 Southwestern Virginia Relief Fund and $50,000 to the United Way of Southwest Virginia.

Georgia, South Carolina and Tennessee will each receive $100,000, with $50,000 going to the Georgia Foundation for Agriculture and $50,000 to the Greater Valdosta United Way. The Central Carolina Community Foundation in South Carolina will receive $100,000, while Tennessee Voluntary Organizations Active in Disaster will receive $100,000. The remaining $50,000 will go to the United Way of North Carolina.

Hurricane Helene caused an estimated $250 billion in damage across the southeastern United States, primarily in Florida, Georgia, and North Carolina. Hurricane Milton, which devastated Florida less than two weeks later, caused another $50 billion. Together, these storms killed at least 250 people.[2].

Strengthening CSR activities of the tobacco industry since the Covid 19 pandemic

Like other tobacco companies, Philip Morris has been using CSR strategies for decades to achieve its goals: weakening or delaying regulation of tobacco and nicotine products, improving the manufacturer's image with the public and policymakers by presenting itself as a responsible player, and promoting its products.

Philip Morris' CSR activities include funding educational programs and scholarships, partnering with governments and international organizations, and activities related to healthcare, child labor, the environment and food production. These activities are actively promoted in the media, particularly in the countries concerned. We Care by ZYN is part of PMI's corporate social responsibility program and focuses on supporting veterans, empowering women and funding local solutions in the United States.

CSR, related to health issues, has been at the forefront of the tobacco industry’s and Philip Morris’ response to the COVID-19 pandemic. Tobacco companies have taken advantage of the situation and governments’ difficulties to present themselves as health organizations, even going so far as to engage with pharmaceutical companies, rather than cigarette manufacturers. PMI was one of the first tobacco companies to invest in a COVID-19 vaccine and to provide ventilators and other equipment to hospitals in many countries. Many governments that desperately needed help to deal with the health emergency were forced to accept this help. This tactic has helped the tobacco industry to whitewash its image and put pressure on policymakers to challenge tobacco regulations that could protect the population from this scourge.

A way for Philip Morris to lobby to delay regulation of its products

Nicotine pouches are part of the tobacco industry’s new marketing opportunity to attract new consumers and keep current smokers addicted to nicotine. There are currently no federal regulations preventing or restricting the sale of oral nicotine pouches, and marketing restrictions on these products are not as stringent as those that apply to tobacco and vaping products. This has allowed Philip Morris to actively promote these products at points of sale, on TV and online. Nicotine pouches are currently the second-most widely used nicotine product after e-cigarettes by U.S. teens.[3].

In September 2024[4], Philip Morris also announced that it will invest more than $800 million in new Zyn factories in the United States to meet growing demand for its products in the country.

However, Zyn could face legal hurdles as the illegality of its sales is highlighted. In June 2024, the Washington attorney general subpoenaed PMI, saying its online sales violated the district’s ban on flavored nicotine. The company then halted all online sales, leading to a nationwide shortage. Philip Morris could also face a multimillion-dollar fine.

In September 2024, a similar lawsuit was filed in San Francisco, alleging that online retailers that sell Zyn are violating the city’s ban on flavored tobacco. The ban is designed to prevent teens and young adults from using these products. Further action could be taken against the tobacco company if its products and marketing tactics are found to appeal to teens and young people.

©Generation Without Tobacco

AE

[1] Philip Morris affiliate cuts $1M check to support hurricane relief, Florida Politics, published November 14, 2024, accessed November 18, 2024

[2] 'Daunting': Hurricane-battered researchers assess damage from Helene and Milton, Science, published October 21, 2024, accessed November 18, 2024

[3] What is Zyn and what are oral nicotine pouches?, Truth Initiative, published October 25, 2024, accessed November 18, 2024

[4] Philip Morris International to invest over $800 million to meet growing Zyn market, Truth Initiative, published September 18, 2024, accessed November 18, 2024

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