Philip Morris considers financial incentives for Australian pharmacists to sell its e-cigarette

Philip Morris has created a program to promote its new VEEV vaping device to Australian pharmacists. It relies on financial incentives for pharmacists who refer their patients to the device. Following pressure from doctors and health experts, the IT platform responsible for rolling out the program, PharmaPrograms, has halted its rollout.[1].

The program offers a financial incentive of 275 Australian $s (€188) if the pharmacy orders at least 250 Australian $s (€170) of VEEV pods (refills) and devices from manufacturer Philip Morris International (PMI). Pharmacists will also receive: 5 Australian $s (€3.4) for each VEEV sale, 10 Australian $s (€6.8) for informing a potential new customer about the device, and 5 Australian $s for referring them to a doctor to obtain a prescription.

The tobacco industry has no place in healthcare

In Australia, any doctor must apply to the Therapeutic Goods Administration (TGA) for permission to prescribe an unapproved product, which is currently the case for e-cigarettes. A spokesperson for the Pharmaceutical Society of Australia (PSA) said pharmacists should not receive any financial incentive to sell medicines, and programs to help patients use newly prescribed medications are rare and subject to significant compliance obligations contained in the Medicines Australia code of conduct.

For the PSA, " Big Tobacco's attempt to pay financial bribes demonstrates absolute contempt for pharmacists. Contempt for their integrity. Contempt for pharmacists' professional and ethical obligation to prioritize the health and well-being of their patients. Tobacco multinationals have no place in healthcare..

A view shared by Medicines Australia's chief executive, Elizabeth de Somer, who said her organization would not tolerate anything that might inappropriately influence patients.

A new attempt by PMI to enter the world of health

PMI believed it could use Australian pharmacists as scientific backing to promote the sale of its e-cigarette.

This approach is part of a global plan by PMI to present itself as a "respectable" healthcare player with a place in public debates and alongside decision-makers. This strategy is evidenced by the recent purchases of three pharmaceutical laboratories (Vectura, OtiTopic, Fertin Pharma).[2]Health professionals warn about these acquisitions[3] which aim for PMI to circumvent its exclusion from debates around public health policies, from which it has been excluded for two decades thanks to the Framework Convention WHO Tobacco Control.

The tobacco industry wants to improve its image in order to recruit new consumers by promoting its new products to young people: heated tobacco and electronic cigarettes, in order to maintain and, above all, increase its profits.

Keywords: Australia, pharmacists, vaping, Philip Morris, VEEV, financial incentives

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[1] Cait Kelly, Tobacco giant's cash for vapes scheme paused after backlash from Australian health experts, The Guardian, published August 4, 2022, accessed August 8, 2022

[2] Tobacco-free generation, Philip Morris completes highly contested acquisition of Vectura, published September 21, 2021, accessed August 8, 2022

[3] Tobacco-free generation, Two learned societies deplore the acquisition of Vectura laboratory by Philip Morris, published December 3, 2021, accessed August 8, 2022