It has taken us twenty years, but it looks like a smoke-free future is becoming a smoke-free reality.
It's Time is an initiative from Philip Morris International to advocate for change in public health and move beyond ideological fights. It's about reaching out and talking to regulators, public health experts and agents of change in order to focus on what really matters: supporting the millions of adult men and women who smoke.
We employ world-class scientists and engineers from 40 different parts of the world
Listen to Each Other
> 340 publications
peer-reviewed publications since 2008
spent researching our smoke-free alternatives to continued smoking
USD 6 billion
invested in research and development
> 1 billion
smokers in 2025 according to WHO estimates
It's Time to Act
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 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.