Tobacco giant Philip Morris International hosted its first Technovation summit in sub-saharan Africa in Cape Town on Tuesday.
The full-day event brought together PMI executives, public health experts, consumer advocates, and media to discuss strategies for harm reduction and the role of smoke-free alternatives.
PMIs Head of Scientific Engagement Sub-Saharan Africa, Buhle Binta spoke on Scientific Advancements in Smoke-Free Products: Building Trust and Public Awareness focusing on the scientific case for tobacco harm reduction.
Speaking to Lifestyle & Tech, Binta said to lessen resistance and rejection of the less harmful smoke free alternatives, PMI shares the science and creates awareness within the regulations.
“In terms of retail, we have the kiosks and stands, one is in Canal walk, this allows us to be able to communicate to smokers when they come to our kiosk, and we can engage them and tell them about the product.”
Binta emphasised that: “However, currently we cannot go to someone and say, please come and buy because remember our key messaging is that if you don’t smoke, don’t start, if you do smoke, we encourage you to quit, and if you cannot quit, you would rather otherwise continue and use a less harmful alternative.”
She said she believes that transparency is key for PMI. Binta added that PMI created a science website where all the science behind the heated tobacco products is shared.
“We have also got independent research science on the website, and you can see what other public health bodies are sharing there. In fact, you get links to the scientific journal articles to these websites. So transparency is important for us, and that’s why we try to create awareness about our products and the science behind our products to lessen the skepticism and resistance,”concluded Binta.
PMI launched its first smoke-free product, a heated tobacco system (HTS) called IQOS, in 2014.
PMI said while it is committed to providing adults who would otherwise continue to smoke with a range of science-based better alternatives to cigarettes, they are also committed to make sure that their products are not appealing to minors.
“We are emphatic in our message: Minors should NOT use any tobacco or nicotine-containing product. This is beyond question. These smoke-free products are not intended for people who have never smoked, people who have already quit, or anyone below the legal age of tobacco and nicotine use,” said Jonathan Kwak, Smoke-Free Products Director for South Africa at PMI.
He said PMI develop strict marketing principles that show consumers that their smoke free products are only for adults
“To minimize the risk of unintended consequences, our robust Marketing Codes include the following rules:
We do not use cartoons, youth-oriented celebrities, or models who are, or appear to be, under the age of 25.
We do not advertise on the front or back cover of any print publication for general circulation.
We do not engage in product placement in movies or on television.
We do not place the names or logos of our brands on any promotional item likely to be used or seen by minors.
We do not encourage adult consumers to share commercial content related to our smoke-free products on their personal social media accounts.”