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Words appear on screen reading:

Let’s talk with Gizelle Baker

Interviewer asks:

Let's look at the way that

these products are marketed though,

because that is a concerning issue for people.

These products are seen to be glamorized.

In fact, people could say that

Philip Morris is just going back

to the old days

of traditional tobacco marketing

when it comes to these products.

Gizelle Baker, Vice President Global Scientific Engagement, Philip Morris International, replies:

Well, I think we should first

take a step back and look at what

people's complaints are.

I understand,

and there is a concern.

We absolutely do not want people

seeing these things in a glamorous way.

And therefore,

you need to make sure that you're

marketing these things responsibly.

Who gets access to the marketing?

Limiting access to the product itself.

Making sure you have proper age

verification and access prevention

type things in place

to make sure that these products

make it into the

hands of adults who smoke.

And we need

to get people away from cigarettes

as fast as possible and as many

away from cigarettes as possible.

So, in order to do that,

and when you think about how you're

going to do a behavioral change

on that scale, you need to first look at

what are the things

that people like about smoking.

How can we deliver that,

but with lower amounts of harm?

So, smoking is a very social behavior.

We're trying to create

a social human experience

for people who are seeking that,

where they get to try the product,

become aware of it, and hopefully

make a successful switch away

from cigarettes in an environment

that supports them in doing so.

And then you layer on top of that:

Who do we not want to see?

We do not want underage people

being part of that experience.

So, you put age gates in place.

You send your invites to adult

smokers or adult nicotine users.

We need to support the people

who are smoking or would otherwise

continue to smoke

to make this change,

which we know is difficult.

And to be able to succeed at.

words appear on screen reading:

This video is for informational purposes only

on the nicotine pouch category manufactures

under strict standards.

It has no commercial intent

and does not promote product use.

Nicotine is addictive and not risk-free.

Philip Morris International's logo appears on screen.