Technovation 2024: Bold move towards smoke-free future

The annual conference by Philip Morris International (PMI), Technovation 2024, was held in Abu Dhabi, where the company presented its steps within the framework of a smoke-free future strategy. A smoke-free future is PMI's vision, under which the company has been consistently implementing a phase-out approach to “traditional” tobacco products for 10 years. The event brought together media and community leaders, scientists, and activists to discuss the urgent need for innovation aimed at reducing the harm caused by traditional cigarettes. The company clearly articulated its mission: to create a world without cigarette smoke. 

The urgency of these efforts is underscored by shocking statistics. Smoking-related diseases claim approximately 8 million lives annually, yet nearly 1.1 billion people worldwide continue to smoke. PMI's response? An investment of $12.5 billion in scientific research and product innovation over the past decade. These efforts have yielded impressive results: as of the third quarter of 2024, smoke-free products accounted for 38% of PMI's net revenue—representing 36.8 million smoke-free product users across 92 countries!

PMI Chief Executive Officer, Jacek Olczak, addressing the conference, outlined the company's ambitious goal of shifting more than two-thirds of its revenue to smoke-free products by 2030.

“If you don't smoke, don't start. If you smoke, quit. If you don't quit, switch to less harmful alternatives. Banning alternatives to cigarettes is a waste of time. Science-based products offer a faster path to reducing the harm caused by smoking,” he stressed.

At the core of PMI's smoke-free vision lies its smoke-free products’ line. The company emphasizes these alternatives to traditional cigarettes also because smoke-free products make a tangible contribution to reducing smoking rates worldwide. For example, in Japan, the smoking rate has decreased by 40 percent since the launch of PMI's smoke-free products in 2014.

Stefano Volpetti, President of Smoke-Free Inhalable Products and Chief Consumer Officer at PMI, highlighted the diversity of the company's portfolio, which includes tobacco heating products, e-vapes and oral nicotine pouches.

“Our goal is to offer a diverse menu of science-based alternatives. The acquisition of Swedish Match in 2022 has expanded our portfolio of smoke-free oral products, reinforcing our commitment to harm reduction,” he added.

One of the main obstacles to achieving a smoke-free future is public misunderstanding about nicotine. PMI executives emphasized that while nicotine is addictive, it is not the primary cause of smoking-related diseases. The major harm is caused by chemicals produced by combustion.

“Combustion is the problem, not nicotine. Countries such as Sweden and Japan have demonstrated the effectiveness of smoke-free products in reducing smoking rates. However, uncoordinated global regulation is slowing progress. How can we allow the sale of cigarettes while banning less harmful alternatives? This is detrimental to public health,” Olczak stated.

The event also showcased smoking reduction success stories from around the world. New Zealand plans to become a smoke-free country by 2025 through progressive policies that support alternative products. Similarly, smoking rates in Sweden have fallen to a record low of 5.3 percent in the EU, aided by the widespread adoption of non-combustible products.

Frederic de Wilde, PMI's president for South and Southeast Asia, CIS, and the Middle East, praised countries such as the Philippines for promoting harm reduction.

“The Philippines has created separate regulatory categories for smoke-free products, incentivizing their use through favorable tax policies. This approach should be an example for other countries,” he said.

Looking ahead, PMI remains firmly committed to innovation. Tommaso Di Giovanni, PMI’s Vice President for International Communications and Engagement, outlined the company's mission as a broader community effort.

“Innovation is the driver of progress. Our journey to smokefree products began in 2014, and with the support of governments and civil society, we believe many countries can go smokefree within the next 10-15 years,” he added.

The event also featured an exhibition of PMI's smoke-free products, where participants could get hands-on experience with technologies that could change the tobacco industry.