Marketing is one of the defining strengths of PMI and its brands.
Tobacco and nicotine products are heavily regulated around the world. What many people don’t realize, however, is that our own standards are, in many places, higher than those of some governments.
Our marketing practices worldwide follow four core principles:
- We market and sell our products to legal-age adults who smoke or use other nicotine products.
- We warn consumers about the health effects of our products.
- We market truthfully and transparently.
- We respect the law.
Here are a few examples of how these rules apply in our day-to-day marketing:
- We don’t use images of models who are, or appear to be, under the age of 25 (or older where required in some markets).
- Our creative materials must not appeal particularly to anyone underage. In particular, we don’t use characters from children’s TV, cartoons, films, other online video or audio programs, books, or nursery rhymes.
- Advertising and marketing materials are only placed in media channels, venues, events, or locations that are not directed at those under the legal age, and whose audience is reasonably estimated to be at least 75 percent legal age adults (this percentage may be even higher in some markets).
- We ensure that our marketing materials are not placed within 100 meters of, or visible from, facilities attended primarily by anyone underage.
- We don’t advertise on the front or back cover of any print publications destined for general circulation.
- We don’t engage in product placement in movies or on television.
- All advertising and consumable packaging for smoke-free products must have health warnings, even if the law does not require them.
- All our marketing professionals, wherever they are in the world, must uphold these marketing practices at all times.
