Philip Morris Lebanon recently organized a lunch meeting with a group of media representatives to underscore its unwavering commitment to a smoke-free future. Lebanon’s General Manager, Mr. Amr Taha, delved into Philip Morris International’s (PMI) latest global and local advancements, with a particular emphasis on its ambitious vision for Lebanon. The gathering served as a pivotal platform to highlight the media’s indispensable role in disseminating accurate information and fostering public awareness regarding these transformative initiatives.
- What commitments did Philip Morris make in Lebanon to become smoke-free, and can you share any numbers or statistics?
Through consistent strategic investment in our business transformation globally—five consecutive years of 99% of our R&D and approximately 78% of commercial expenditure dedicated to smoke-free products—we have seen smoke-free products grow to represent 41 percent of our adjusted net revenues on a global scale. Just as substantial progress has been made worldwide, our commitment extends with equal strength to Lebanon.
We continue to work closely with the Regie and all our local stakeholders, dedicating all needed resources to achieve our smoke-free vision.
We remain committed to providing adult smokers in Lebanon with scientifically substantiated smoke-free alternatives, which are a better choice than continued smoking. Today in the Lebanese market we offer 2 products from our heated-tobacco brands: IQOS and New BONDS by IQOS. Those two products provide a wide spectrum of selections to suit the Lebanese taste and preferences. We also launched IQOS Iluma i in Lebanon last month, our most advanced heated tobacco technology yet, bringing new features and addressing evolving needs.
We are constantly carefully considering pricing strategies and product portfolio expansion in Lebanon to ensure these products are a viable option for adult smokers looking to switch.
- Given the significant number of smokers in Lebanon, how will PMI be involved in reducing this number and positively impacting health?
Philip Morris International and government and health agencies worldwide share a common goal reduce smoking rates. In recent decades, we have seen progress resulting from government-funded prevention and cessation programs. Nevertheless, around a billion people continue to smoke, and—given projected population growth—this number is unlikely to decline in the foreseeable future. We can move the needle and progress faster on reducing smoking and the associated harms by combining traditional tobacco control measures with support for the smoke-free alternatives now available. By eliminating combustion in our heated tobacco products, we can reduce the exposure to harmful and potentially harmful substances by an average of 90-95% compared to traditional cigarettes. Although not entirely risk-free, this is still a better option for adults than continued smoking.
in 2020, the U.S. Food and Drug Administration (FDA) has authorized the marketing of PMI’s flagship electronically heated tobacco system, IQOS, as a modified risk tobacco product (MRTP), which represents a historic opportunity for public health. In doing so, the agency found that issuing an exposure modification order for the IQOS Tobacco Heating System (THS) is appropriate to promote the public health, and is expected to benefit the health of the population as a whole. This decision demonstrates that IQOS is fundamentally different from combustible cigarettes, and a better choice for adults who would otherwise continue smoking.
Our core strategy is to avail smoke-free alternatives to adult smokers who would otherwise continue to smoke. We also make our science available and transparent to encourage switching to these better alternatives for adult smokers.
- Given the stringent advertising regulations on tobacco products, how does PMI ensure that its marketing strategies for IQOS comply with local laws while effectively reaching adult smokers?
PMI is clear that if you don’t smoke, do not start. If you smoke, quit. If you do not quit, then switch to better alternatives. People who have never used tobacco or nicotine products, especially minors, should not use any tobacco or nicotine products. Our smoke-free products are intended for only one audience: adults who smoke and who would otherwise continue to do so.
We believe that commercialization of these products should balance two essential needs: Adult smokers should receive accurate information about the benefits and risks of the products and should be encouraged to switch if they would otherwise continue smoking. Nonsmokers and minors should be protected and should not use these products. Governments will need to find the right balance between those two needs as they update outdated regulations created in the 1980s and 1990s, when smoke-free products were not on the market
- Could you please explain how PMI’s initiative to collect sticks will work, detailing the collection mechanism and disposal process?
I am glad you heard about our anti-littering initiative. This is an initiative that is run globally in several PMI markets in which our employees volunteer to clean up a common space and raise awareness among their networks about the safe disposal of our consumables.
Not only this, but I would like to reflect on another local program to highlight our commitment to sustainability. In Lebanon, we are empowering our consumers to participate in responsible disposal through our Consumables Circular Program. Since December 2024 to date, we saw encouraging engagement with approximately 1,160 consumers participating, with a recurring engagement rate of 70% among those consumers. The program has enabled the collection of ~4,905 bags of heated tobacco sticks which translate into approximately 1.7 million sticks representing 1.3 tons of waste.
We are currently in the process of screening recycling facilities that match global standards and would provide meaningful recycled finished products. I will be glad to announce to you all the outcome of this exercise once it is finished.
- Vapes are popular with young people in Lebanon. PMI has good e-vapes in Europe that are controlled. What is the situation in Lebanon regarding the source and control of vapes?
PMI is not interested in selling its products to youth. All our products are only intended for current tobacco and nicotine adult users.
However, speaking of the e-vapor or oral nicotine categories, just like any business, we conduct periodic assessments of all our markets to make sure we have the opportunity to grow our business and provide adult smokers with more than one option to facilitate the switch away from cigarettes. Today, we do not have these products in Lebanon, but of course, we always monitor and evaluate , and I will be happy to share with you any updates in due course.
- As a leading company in the Lebanese tobacco sector, how does PMI assess its contribution to the national economy in light of the current financial challenges, and what are its main initiatives to support local farmers and traders as well as public health efforts?
PMI Lebanon deeply values the strong collaboration with the Regie and trusted local partners. PMI continues to create shared value, foster innovation, and support national progress. Together, we transform challenges into opportunities and vision into reality.
PMI Lebanon contributes every year with education scholarships to support the families of tobacco growers. This is to empower the growers’ families and prevent child labor.
During the war, PMI Lebanon contributed to sustaining the Red Cross’s efforts in Lebanon to support families affected.