Philip Morris accuses UK Department of Health of misinformation

Manufacturer Philip Morris International has accused the UK Department of Health of spreading misinformation about the toxicity of heated tobacco. The tobacco company's narrative downplaying the health risks of heated tobacco is driven by the economic necessity Philip Morris faces as sales volumes of manufactured cigarettes continue to decline.[1].

In a series of social media posts, the UK Department of Health debunks a number of myths about tobacco use, its health hazards, its cost to the public purse, illicit trade, and the prevalence of younger generations. In one of the posts, the department's X account (formerly Twitter) highlights the health hazards of heated tobacco use, explaining in particular that there is currently no scientific evidence that this new device helps people quit smoking traditional tobacco products. In an open letter, the manufacturer believes that such claims "distort the scientific evidence base" and "seriously mislead the public". For the communications director of Philip Morris International, although heated tobacco is not completely devoid of toxicity, such a claim by the Department of Health is problematic, in that it would suggest that all tobacco products are equally harmful.

Heated tobacco at least as harmful as regular cigarettes

From a scientific perspective, no independent study can say that the consumption of heated tobacco results in a reduction in risks, compared to the consumption of a manufactured cigarette. The data available to date tend more to demonstrate that the consumption of heated tobacco results in a "modified" and not a "reduced" risk. A recent German scientific study even considers that heated tobacco would be at least as harmful than manufactured cigarettes on respiratory and cardiovascular levels.

The strategy of doubt and disinformation to reassure consumers and legislators

Such statements by the manufacturer are recurrent, and aim to maintain doubt on the question of the harmfulness of its own products. This disinformation strategy pursues two main objectives: on the one hand, to reassure the consumer, or even encourage them to consume products that generate higher profit margins than for manufactured cigarettes, and on the other hand, to make people believe in the existence of a debate or scientific controversy on the subject of the harmfulness of heated tobacco, and thus dissuade public authorities from implementing public health policies. The sustainable establishment of heated tobacco is a vital economic issue for the tobacco industry, faced with a decrease in smoking on a global scale. A few weeks ago, revenues from the sale of IQOS, Philip Morris' heated tobacco device, rose for the first time above those of the manufacturer's flagship brand, Marlboro.

Keywords: Heated tobacco, Philip Morris International

©Generation Without Tobacco

FT

[1] The Grocer, Tobacco giant accuses government of 'spreading misinformation', 04/24/2024, (accessed 04/29/2024)