AL ZAHIYAH, Abu Dhabi—Philip Morris International (PMI) is taking a step closer to what seemed impossible only a few years ago as it dares to create a smoke-free future for tobacco and cigarette users at the “Technovation: Smoke-free by PMI Abu Dhabi Edition” event happening on Wednesday, Dec. 11, at the Jumeirah Saadiyat Island in Abu Dhabi, United Arab Emirates.

(From left) Tommaso di Giovanni, Philip Morris International (PMI) Vice President for International Communications and Engagement with Jacek Olczak, PMI Chief Executive Officer, at the Technovation Nuechatel in October 2024. Both Tommaso and Jacek will be speakers for the Technovation Abu Dhabi on Wednesday, Dec. 11, 2024. (Photo from PMI)

The event will highlight PMI’s three decades’ worth of research and development to pioneer products “that are a much better choice than continued smoking” and ensure that “a smoke-free future is within reach.”

“PMI aims to completely replace cigarettes as soon as possible with smoke-free products that are scientifically substantiated to be less harmful than smoking, while in the longer run laying the foundation of a strong business in the areas of broader lifestyle, consumer wellness, and healthcare,” the company said.

While PMI admits that “quitting tobacco and nicotine altogether is the best choice for health,” million of people continue to smoke despite existing regulations and control measures to discourage it.

“Science-backed smoke-free products can play a role in moving adults who would otherwise continue to smoke away from cigarettes,” it said.

The interest in smoke-free products is further seen in PMI’s 2024 third quarter profit, which showed that 38 percent of the company’s total net revenues came from its smoke-free business.

PMI’s 2023 Fourth Quarter Report also showed that IQOS, its heated tobacco product, has already overtaken Marlboro in terms of revenues for the first time ever.

“The company’s flagship smoke-free innovation, IQOS, has surpassed our best-selling cigarette brand to become the premium nicotine brand globally less than a decade since its launch, demonstrating the progress we’re making as we move away from cigarettes,” the company added.

Smoke-free

PMI’s push for a smoke-free world is founded on its research that “burning tobacco is what makes cigarettes harmful,” so the main cause of smoking-related issues “is the high levels of harmful chemicals found in cigarette smoke.”

“Products that eliminate combustion, such as e-vapor devices, heated tobacco products, and oral smokeless products are a much better alternative for adults to continued smoking,” the company’s product portfolio said.

“While they are not risk-free and provide nicotine, which is addictive, the absence of combustion can significantly reduce the average levels of harmful chemicals compared to cigarettes,” it added.

In the Philippines, HEETS and TEREA consumable sticks for IQOS, IQOS devices, Bonds and Blends, and oral nicotine product Zyn are available in select stores nationwide and online.

HEETS, in particular, have been made available to users aged 18 years old and above since April 24, 2020.

Abu Dhabi edition

The “Technovation: Smoke-Free by PMI Abu Dhabi Edition” features media representatives from across the region to discuss the promises of smoke-free products and the technologies available today.

The event aims to highlight how innovation and technology became the driving force of policy changes to address global issues against cigarette smoking and how “forward-thinking governments” have recognized the benefits of less harmful alternatives to smoking to the decline of smoking.

It will feature as well PMI’s multi-category approach—heated-tobacco system IQOS, e-vapor products VEEV, and oral smokeless nicotine pouch SHIRO and ZYN.

As PMI recognized that “consumers are an often-neglected voice in the debates that often result in disproportionate regulation, restrictions on sales and use and outright bans” applied to smoke-free products, the Technovation event hopes to underscore the importance of putting consumers front and center of the critical research and development for less harmful alternatives.

There will also be an exhibition tour that includes a Virtual Reality Experience about “Facts vs. Myths About Smoke-Free Products,” Science Booth, Smoke-Free Products Expo, and Illicit Trade Prevention.

Speakers include Vice President for International Communications and Engagement Tommaso Di Giovanni, President for SSEA, CIS, and MEA Region Frederic de Wilde, Chief Executive Officer Jacek Olczak, Managing Director for Consumer Choice Center Fred Roeder, Executive Director for Progressive Policy Institute Lindsay Mark Lewis, India’s Dr. Rohan Andrade De Sequeira, President of Smoke-Free Inhal, Products and CCO Stefano Volpetti, President for Global Commercial Oral Products Nikolaus Ricketts, VP for SFP Category SSEA, CIS, and MEA Region Xavier Ducarroz, Area VP for Sub-Saharan Africa Branislav Bibic, Area VP for Middle East and North Africa Andrzej Dabrowski, President for CIS and Central Asia Marco Mariotti, and Area VP for South Asia and Indochina Ankur Modi.