#ItsTime is an initiative from Philip Morris International to advocate for change in public health and move beyond ideological fights.
We are reaching out to regulators, public health experts and agents of change in order to focus on what really matters: supporting the 1 billion men and women who smoke, and improving public health more rapidly by leveraging technology, science and innovation.
Currently, there are over 1 billion smokers worldwide, and this number will not decline in the next few years according to the World Health Organization’s estimates. That number is too high and needs to change.
We believe adult smokers deserve access to, and information about, less harmful smoke-free alternatives to continued smoking that are backed by solid science, so they can make their own choice.
It's Time for a change in public health. It's Time to leave cigarettes behind and encourage the adult men and women who don't quit to completely adopt smoke-free alternatives. It's Time for a change in tobacco regulation so that they can choose better alternatives. It's Time to Unsmoke.
It's time uncovered
It's Time to Unsmoke - why now?
It’s time to unsmoke. It’s time for changes in tobacco regulation. It’s time for smoke-free alternatives. It’s time to act now.
It’s Time to have a conversation with regulators and decision makers. We believe adult smokers who would otherwise continue smoking should have access to and accurate information about better smoke-free alternatives so they can make informed decisions.