Equitable access to innovation is key to delivering a smoke-free future

Leveraging the latest innovations and technological breakthroughs is central to safeguarding and delivering a smoke-free future.

Better alternatives, driven by the latest technologies, need to be affordable to all adult smokers. Otherwise, it will remain a harsh reality that millions of adults who would otherwise continue smoking—especially those among the most disadvantaged in society—will turn to the black market instead of accessing better, science-backed alternatives.

We believe we can drive more equitable outcomes by working with all impacted parties, including adult smokers and regulators. Cross-sector, public-private collaboration is also essential to keep consumers and brands protected from smugglers and counterfeiters.

Together, we can drive more equitable outcomes toward a smoke-free future. Learn how PMI is fighting illicit trade and calling to ensure access to better alternatives for adult smokers who don’t quit.