One billion people still smoke, and based on current trends this figure is not expected to change in the near future.
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.
- You need to invent better alternatives to cigarettes.
- 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.
- A large number of these smokers must switch to better products and stop smoking cigarettes altogether.
Read more on the science
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Music starts.
words appear on screen reading:
We built the world's most successful cigarette company
But now we've committed to stop selling cigarettes for good.
Jacek Olczak, Group CEO, PMI, speaks to camera:
The evidence is clear.
Smoke-free alternatives can accelerate the end of smoking.
Words appear on screen reading:
That's why we have a range of products that give
adult smokers better alternatives to cigarettes.
Emmanuel Babeau, Group Chief Financial Officer, Philip Morris International, speaks:
I believe that nobody today
can seriously challenge how genuine
we are in delivering this ambition.
Voiceover of Stacey Kennedy, CEO PMI U.S., is heard:
We are building our company's future
around better alternatives to smoking.
Words appear on screen:
The proof?
Over 43 million adults are now using our range of smoke-free products
Source: PMI Q4 and Full Year 2025 earnings.
in 106 markets across the globe.
Source: PMI Q4 and Full Year 2025 earnings.
Scott Coutts, Chief Global Operations Officer, Philip Morris International, speaks to camera:
When we say we want to do something,
we can change the industry as we're doing today.
Serge Maeder, Global Head Product Science SFP, Philip Morris International, speaks to camera:
We have a chance in the next ten years
to go full smoke-free products in PMI.
Words appear on screen:
By 2030, we aim to have more than
2/3rds of our global net revenues come from our smoke-free business.
Source: PMI Integrated Report 2024
We are currently at 42%.
Source: As of December 31, 2025. PMI Q4 and Full-Year 2025 earnings.
Jacek Olczak, Group CEO, PMI, speaks to camera:
The world has to move now to help smokers
to move to the better alternative.
Words appear on screen:
All our smoke-free products are backed by science.
Stefano Volpetti, Chief Global Growth Officer, Philip Morris International, speaks to camera:
We are sitting on something that can change
the trajectory of public health.
Words appear on screen:
In 2020, the FDA authorized the marketing of our leading
heated tobacco brand as a modified risk tobacco product.
Badrul Chowdhury, Chief Life Sciences Officer, SFP, Philip Morris International, speaks to camera:
You actually have a product
where the 100 or so chemicals
which are known to be harmful are reduced or eliminated.
That's the scientific breakthrough.
Words appear on screen: Smoke-free products are not risk-free and contain nicotine, which is addictive.
And in 2025 the FDA authorized our Number 1 nicotine pouch brand,
making it the 1st of its kind to be authorized.
Moira Gilchrist, Chief Global Communications Officer, Philip Morris International, speaks:
The science never stops, the investigation never stops
and we're determined to provide the evidence
that will convince regulators not just FDA.
Stefano Volpetti speaks to camera:
We're going to get there faster
if society, health regulators help us,
because we have a responsibility
to consumers out there to provide them
with better alternatives.
Jacek Olczak speaks:
We can be saying,
remember when people smoked.
It's time to make smoking history.
Philip Morris International's logo appears on screen.
Music ends
Since 2008, we’ve invested over USD 16 billion in the development, scientific substantiation, and commercialization 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.
