Philip Morris International’s U.S. businesses have announced a new initiative aimed at reducing youth access to nicotine products. The campaign, called “Invested in Responsibility,” introduces a 10-point plan focused on preventing those under 21 from obtaining nicotine products.
The approach includes several measures such as enhanced retailer training, improved ID-check technology, and marketing efforts targeted only at adults. PMI emphasized the importance of collaboration among manufacturers, retailers, lawmakers, and community leaders in these efforts.
“Preventing youth access takes teamwork—from manufacturers, retailers, lawmakers and community leaders. That’s why we’re glad to see retailers in Texas stepping up. Whether it’s checking IDs for anyone under 30 or refusing to participate in a straw purchase, retailers and convenience store operators across the Lone Star State are doing their part to keep nicotine out of the hands of those under 21 years old,” the company stated.
PMI highlighted that partnerships with retailers strengthen efforts to prevent youth access and demonstrate a commitment by both industry leaders and stores to community responsibility.
The company also noted that approximately 28 million adults in the United States still smoke and may be seeking alternatives to cigarettes. PMI argued that smoke-free products present less risky options for adult smokers but said current laws often treat all nicotine products similarly. According to PMI, flavor bans can inadvertently remove smoke-free alternatives from the market that help adults transition away from cigarettes. The company also expressed concern that higher taxes on smoke-free products fail to recognize varying levels of risk among different nicotine offerings.
“At PMI U.S., our approach takes a more balanced view. It supports practical retail measures to prevent youth use while still supporting access for legal-age adult smokers who are trying to switch. It’s an approach backed by sound science, not fear and speculation,” according to PMI.
The statement concluded by affirming ongoing collaboration with Texas retailers and support for policies designed both to protect young people and provide adults with safer choices.
