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Concealing Decades of Smokescreens: PMI’s Unsmoke Campaign

On April 8, 2019 Philip Morris International (PMI) launched “The Year of Unsmoke,” a marketing campaign that claims to encourage smokers to quit by prompting them to switch from traditional cigarettes to next generation products. Yet PMI continues to work against tobacco control policies and recently even launched a new a cigarette brand in Indonesia. The campaign is a tactic that is all too familiar in the tobacco industry: creating a façade of concern for health while marketing products that kill.

STOP expects this campaign will continue in many countries, especially where there is opportunity to co-opt tobacco control conversations. This brief can be used to inform stakeholders and directly challenge PMI’s claims that its motive is health. It exposes PMI’s latest deception and provides recommendations to counter the industry’s continued attempts to undermine tobacco control.

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