Watchdog Investigations Show Attempts by Philip Morris Japan to Target The Young & Influence Policymakers To Sell Heated Tobacco Product

Newsletter Edition #225 [The Files In-Depth]

Hi,

In today’s edition, we analyse a recent investigation published by STOP - a network of academic and public health organisations, that examines the practices by a subsidiary of Philip Morris International, in its attempt to push for Heated Tobacco Product, IQOS including by seeking to target younger people and influence policymakers.

My colleague Bianca Carvalho, one of the Fellows who has joined us this summer, as assiduously worked on this story.

The topic is illustrative of how corporate power is being deployed to create markets, on the selective use of information, and old-fashioned lobbying of policymakers.

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Until later.

Best,

Priti

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Illustration Credit: Amy Clarke, Chembe Collaborative

I. ANALYSIS

Watchdog Investigations Show Attempts by Philip Morris Japan to Target The Young & Influence Policymakers To Sell Heated Tobacco Product

By Bianca Carvalho & Priti Patnaik

Write to Bianca: carvalho.biancabcp@gmail.com

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A new investigation by STOP - a network of academic and public health organisations, published in June 2024, has found that Philip Morris International (PMI), one of the world's largest tobacco corporations, adopted strategies intended to  increase the consumption of its heated tobacco product (HTP) called IQOS by attempting to influence policymakers, businesses and consumers in Japan in 2019.

STOP is an acronym for Stopping Tobacco Organizations and Products. STOP operates globally as part of the Bloomberg Initiative to Reduce Tobacco Use, and connects experts in all aspects of the tobacco industry’s business to expose and counter efforts to sell harmful, addictive products.

PMI has argued that the IQOS is a "smoke free" product, while independent scientists have concluded that the product fits the definition of aerosol and smoke. Furthermore, a PMI's own published research showed that at least 80 chemicals have been found exclusively in IQOS emissions or in higher amounts than cigarette smoke.

An analysis made by STOP of leaked documents from Philip Morris Japan (PMJ) revealed that PMJ allegedly planned to influence policymakers, medical professionals, businesses, and consumers to manufacture widespread acceptance of IQOS and grow sales. At the political level, PMJ intended to target Ministries of Finance and Ministries of Health in order to expand fiscal differentiation between heated tobacco products and cigarettes.

(A spokesperson from STOP clarified that "The marketing plan shows what PMI intended to do. While it might be possible to determine that they executed some of the proposed tactics or that the desired outcomes were achieved (e.g. fiscal differentiation for IQOS or increased uptake of IQOS), we cannot say that PMI definitely influenced policymakers")

The leaked documents indicate efforts to attract a broader audience, including young people and school children. The PMJ’s strategy included lobbying for IQOS use in smoke-free areas, creating favourable tax rates, and obtaining endorsements from politicians, medical groups, and other influential entities, according to the STOP investigation.

(STOP explained to us that the SEC classifies Philip Morris Japan Limited as a subsidiary of PMI though PMI describes Philip Morris Japan as an “affiliate.” It is responsible for the marketing and sales promotion of PMI products in Japan.)

STOP's analysis shows PMJ’s plan to promote IQOS as a "reduced-risk product". However, this raises concerns about promoting IQOS as a "reduced-risk product" because IQOS remains a controversial product whose long-term health effects are unknown, and it is an addictive tobacco product, public health experts at World Health Organization have said. (Also see this from STOP: Understanding HTPs: Current Issues and Recent Findings.)

In addition, STOP’s research brings to question the narrative adopted by PMI about IQOS being a "smoke-free" product. This has been contested by independent research. IQOS has not been proven to reduce the risk of tobacco-related disease and death in comparison to cigarette smoking, and nine out of eighty chemicals found in IQOS presents a toxicological concern, and four were identified as possible or probable carcinogens, according to the STOP analysis.