Undercover Reporter Reveals How Philip Morris International is Working to Addict the Next Generation—The Reality Behind the ‘Transformation’ Narrative

(New York, United States, January 16, 2026): Tobacco industry watchdog, STOP, welcomes a new documentary on France.tv and the Slash Enquêtes YouTube channel that exposes the reality behind tobacco industry tactics being used to promote electronic tobacco and nicotine products to young people. In Enfumés, j’ai infiltré l’industrie de la vape (Smoked out, I infiltrated the vaping industry), a reporter goes undercover to work at the Paris office of global cigarette giant, Philip Morris International. Employed to help the company improve its brand image, the reporter gains unique insight into how its so-called transformation rhetoric is a smokescreen to help it sell toxic, addictive products to a new generation.

“From this documentary it appears that Philip Morris International is not just interested in hooking young people on its products, the cigarette giant is downright fixated on it,” said Jorge Alday, Director of STOP at Vital Strategies. “There are no limits to where the company will try to reach young people, whether it is where they eat, dance, or socialize. It’s not unique to France: we see the same obsession with hooking young people in every corner of the globe.”

In late 2025, a World Health Organization trends report revealed that in countries where data is available, children are on average nine times more likely to use e-cigarettes than the adults the industry claims these products are for. Alday continues: “Make no mistake—that is by design, not coincidence, and this documentary reveals how.”

“Smoked Out” exposes the depth of Philip Morris’ cynicism. An executive admits they are focused on targeting 24-to-29 year-olds. In reality, the company’s marketing will reach younger people too. Executives admit to using ‘shadow marketing’ to try to work around French bans on the marketing and promotion of tobacco and nicotine products. Business targets include capturing the contact details of tens of thousands of young French people. Having provided her details, one reporter is bombarded with messages and calls to encourage her to use IQOS.

Covert filming reveals executives confirming that when Philip Morris was found guilty of illegally advertising IQOS, it challenged the decision and continued its activities regardless, focused on growing sales. They also disclose that PMI exploits the lack of funding among Paris-based tobacco control groups by targeting other French cities where there are fewer experts who could identify violations of the law. While the company externally promotes Veev and IQOS as ‘safer,’ its own employees are caught on camera talking about the extent of their personal nicotine addiction and concern about health risks.

Alday concludes: “This exposé should be a wake-up call everywhere Philip Morris International is doing business. Policymakers should ignore the spin and act to protect young people before it’s too late.”

More information on Enfumés, j’ai infiltré l’industrie de la vape is available on France Télévision’s website.

Please contact the STOP press office for more information on tobacco industry tactics or to speak to a STOP spokesperson.

About STOP

STOP is a global network of academic and public health organizations. STOP connects experts in all aspects of the tobacco industry’s business to expose and counter its relentless efforts to sell harmful, addictive products. For more information, visit exposetobacco.org.