TOMMASO DI GIOVANNI, VICE PRESIDENT OF INTERNATIONAL COMMUNICATIONS AT PHILIP MORRIS INTERNATIONAL
Smokers Appreciate IQOS W Philip Morris International plays an important part and has ramped up its efforts to communicate the benefits and risks to people who smoke despite old legislation designed for cigarettes. This company wants to leverage advances in science and technology and rapidly improve public health
14
February
e feel we have a responsibility to spark this debate, and to share our science and the progress that can be achieved thanks to technology and innovation. Old ideologies should be put aside; pragmatism and collaboration should become the rule of engagement - says PMI’s Tommaso Di Giovani.
How to convince people who enjoy smoking and who do not want to give up their pleasure to try something new? - This is a very good question because it nails the core of the challenge to replace cigarettes with better alternatives that can improve public health. Despite all efforts from authorities and NGOs, the vast majority of smokers simply do not quit. Even the WHO says that by 2025 we will have approximately the same number of smokers we have today around the world. Convincing them that they should abandon their
old habits and switch to RRPs is important if we want to leverage advances in science and technology and rapidly improve public health. Developing and scientifically assessing reduced-risk alternatives, such as IQOS, takes time and significant efforts but it is not enough. It is important that smokers appreciate the product and that they understand its benefits and risks compared to cigarette smoking. Otherwise, why would they stop using a product that is very simple to use and that delivers a pleasure that is also derived by combustion for one that is more complex, as it involves use of electronics, and that does not involve the burning ? People who would otherwise continue to smoke need to receive accurate and easy to understand information about these products, and be encouraged to switch. We play our part, and have ramped up our efforts to communicate benefits and risks to people
