Philip Morris International (PMI) is emphasizing the role of smoke-free products in tobacco harm reduction, aiming to reduce smoking-related harms by encouraging adults who do not quit smoking to switch from cigarettes to smoke-free alternatives. This approach aligns with the FDA’s stance that “tobacco products exist on a continuum of risk, with cigarettes being the most harmful.”
The concept of tobacco harm reduction relies on providing smokers with scientifically substantiated alternatives that are less harmful than cigarettes and satisfying enough for them to make a complete switch. The market now offers various smoke-free options such as e-cigarettes, oral nicotine pouches, and heated tobacco products.
Japan serves as an example of how these alternatives can impact public health. In the 1960s, Japan had high smoking rates, but by 2015, PMI introduced its heated tobacco product (HTP), which led to a significant decline in cigarette sales—about 9.5 percent annually from 2015 to 2018. Studies have attributed this decline to HTPs’ introduction.
This shift reflects Japan’s acceptance of technological advancements in nicotine consumption. The Tobacco Institute of Japan reports a 44 percent decrease in cigarette consumption five years after HTPs were introduced, marking the largest decline in the country’s history.
For Texas and the United States, PMI suggests adopting similar strategies involving innovation, regulation, and education. By integrating smoke-free products into public health policies and ensuring access while preventing youth use, PMI believes smoking rates can be reduced more effectively.
PMI remains committed to achieving a cigarette-free future through scientific research and innovation. Their goal is to provide America’s approximately 28 million smokers with better alternatives to traditional cigarettes.
