DUBAI, United Arab Emirates—Philip Morris International (PMI) sees the Philippines as one of the most progressive countries in terms of acceptance over cigarette alternatives, but its top official said easing communication restrictions is critical for a smoke-free future.

PMI Chief Executive Officer (CEO) Jacek Olczak said the Philippines has made significant progress in the critical transition away from cigarette smoking and its associated heath risks.

Olczak identified the Vape Law, enacted in 2022, as a critical step toward smoke-free as the measure legally recognized products such as vapor, novel tobacco, and heated tobacco.

He, however, noted that it stops short in recognizing that these products are a much better alternatives to cigarettes via restrictions in advertising and public communication.

Under the law, embodied under Republic Act (RA) No. 11900, the government implements a stringent policy on promoting smoke-free products.

These cover restrictions on advertisements outside points of sale, promotional merchandise, and promotions on television authorized for viewing by the general public, among others.

“On one hand, government is saying, okay, I got you, I will allow these products to Filipinos, that makes sense, but then I will not talk about it. So now how Filipinos will learn that these products are better?” said Olczak in an interview.

“The Philippines could do better than this, but people are afraid because there is this thinking that people shouldn’t smoke. I fully agree with you, people shouldn’t smoke, but the reality is they do,” he added.

PMI, a leader in the tobacco industry, is steadily shifting its focus toward making heated tobacco, oral nicotine pouches, and e-vapor.

These products release nicotine without burning, which is a safer alternative to cigarettes that produce smoke containing harmful chemicals that could potentially lead to diseases.

While not risk-free since they provide nicotine, which is addictive, smoke-free products are a better alternative for smokers who are not yet ready to quit.

If the Philippines is adamant against lifting restrictions on promoting smoke-free products, Olczak said the “ideal scenario” is that the government itself would run such campaigns.

He noted that if there is a commitment to curb smoking, it must be backed by efforts to promote smoke-free products.

“You need to communicate, you need to talk about this,” the official said. “If I am not told it’s better for me, how should I know it?”

Meanwhile, PMI Director of Scientific Engagement Tomoko Iida said the Philippines could also consider introducing incentives on the use of cigarette alternatives to “nudge” consumers into choosing the better option.

Tomoko noted that imposing a lower tax rate, for instance, could help smokers switch, as it provides an incentive to change.

John Paul Solis of consumer group Science and Innovation Nicotine Advocacy Group (SINAG) backed this move, as he noted that high taxes on smoke-free products are making them expensive for consumers.

Solis said this would influence people to shift to illicit trade where products are cheaper, albeit unsafe and potentially dangerous to one’s health.

“If you are genuinely aiming for change, you have to be able to bring in as much people as you can. And that includes price points,” he told reporters.

David Khayat, professor of oncology at Pierre et Marie Curie University in Paris, France, said the lower tax proposal, alongside simple word-of-mouth, are both temporary and long-term measures to boost smoke-free adoption.

Khayat said it is innately human to resist change, but being more open to promoting smoke-free alternatives is critical, as it directly pertains to health.

Meanwhile, Tomoko said there has been a slight decrease in cigarette smoking in the Philippines, stemming from the growing popularity of cigarette alternatives.

She added that if the strong uptake of such products continues, smoke-free sales could overtake cigarettes within five to six years.