Its Time banner

It's Time

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.

Find out more

It's time to...

Join the Conversation

450 scientists and engineers



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


21 years


spent researching our smoke-free alternatives to continued smoking

Have Options

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.


Want to know more about It's Time?

Find out about PMI's initiative in the Frequently Asked Questions.

Read more