The World Health Organization estimates that there will still be over a billion smokers by 2025.1 

There’s no doubt that quitting, or better still, never starting to smoke is the best choice and so efforts to discourage smoking and encourage cessation must continue.

But with so many people continuing to smoke, it makes sense that they should have access to and accurate information about better alternatives to cigarettes.

Why would anyone deny them this opportunity?

A few important steps are needed to make this commonsense approach a reality for millions of smokers.

  1. You need to invent better alternatives to cigarettes.
  2. These alternatives should be appealing to adult smokers, by delivering a taste and sensory experience that leads adult smokers, who would otherwise continue to smoke, to switch completely.
  3. A large number of these smokers must switch to better products and stop smoking cigarettes altogether.

It’s time to make smoking history

2:30

World map made of green cubes

It’s time to make smoking history

Voiceover: Jacek Olczak, CEO, Philip Morris International

This company wants to change the world.

If we can get there this is going to be really phenomenal

Fast-paced music starts

Words on screen read: That’s why at Philip Morris International, we’ve committed to deliver a smoke-free future.

Voiceover: Stefano Volpetti, President, Smoke-Free Inhaled Products & Chief Consumer Officer, PMI.

This company has had the courage, the vision and leadership to establish a new direction.

Voiceover: Bin Li, Chief Product Officer, PMI

It's very difficult for a company to sign up for a big transformation like this.

Words on screen read: Our ambition? To move away from cigarettes.

Voiceover: Stacey Kennedy, President Americas Region and CEO of PMI’s U.S. business:

We are building our company's future around better alternatives to smoking.

Voiceover: Michael Voegele, Chief Digital and Information Officer, PMI:

I think it's a unique challenge being part of a team that revolutionizes the industry

Words on screen read: Since 2008, we’ve invested over 10.5 billion dollars in scientific substantiated smoke-free products.

Voiceover: Gregoire Verdeaux, Senior Vice President, External Affairs, PMI:

The end of cigarettes is doable and it is about setting a date, setting a timetable and setting a path to go there.

Words on screen read: And by 2030, we aim to have more than two-thirds of our net revenue come from smoke-free products.

In 2023, we’re at 36.2%.

Voiceover: Marian Salzman, Senior Vice President & Chief Corporate Citizenship Officer, PMI:

I think we've become part of the ongoing dialogue around companies that can change

Voiceover: Lars Dahlgren, President, Smoke-Free Oral Products and CEO, Swedish Match:

I've been impressed with the boldness of PMI articulating that the future is smoke free products.

Words on screen read: Currently our smoke-free products are available in 82 markets

Voiceover: Dr Moira Gilchrist, Chief Communications Officer, PMI:

We set out to develop these products and gather scientific evidence.

Voiceover: Dr Badrul Chowdhury, Chief Life Sciences Officer, Smoke-Free Products:

You actually have a product where the hundred or so chemicals which are known to be harmful are reduced or eliminated. That's the scientific breakthrough.

Voiceover: Dr Moira Gilchrist, Chief Communications Officer, PMI:

This is transforming the entire industry

Voiceover: Jacek Olczak, CEO, Philip Morris International:

The evidence is clear. Smoke-free alternatives can accelerate the end of smoking. The world has to move now to help smokers to move to the better alternative.

Words on screen read: 27.4 million adults globally are using our leading heated tobacco product, of which 19.7 million have switched completely and stopped smoking.

Voiceover: Jacek Olczak, CEO, Philip Morris International:

It's time to make smoking history.

Philip Morris International is seen on screen.

Since 2008, we’ve invested USD 12.5 billion in the development, scientific substantiation, manufacturing, commercialization, and continuous innovation of our smoke-free products to help adults who would otherwise continue to smoke switch to them. 

In pursuing our vision of delivering science-backed smoke-free products, we are eager to see measures introduced that drive large-scale switching as quickly as possible. We are confident that the right mix of government leadership and commercial initiative will dramatically accelerate efforts to reduce the health burden of smoking. 

 1Bilano V, Gilmour S, Moffiet T, d'Espaignet ET, Stevens GA, Commar A, Tuyl F, Hudson I, Shibuya K. (2015) Global trends and projections for tobacco use, 1990–2025: an analysis of smoking indicators from the WHO Comprehensive Information Systems for Tobacco Control. Lancet 385:966-76.