By Munyaradzi Blessing Doma
Philip Morris International (PMI) says it is taking concrete steps to ensure its smoke-free products remain out of reach for minors, reaffirming its commitment to youth access prevention as global concerns around youth vaping grow.
Speaking during the 2025 Technovation Summit in Dubai, Tomoko Iida, PMI’s Director of Scientific Engagement for South and Southeast Asia, the Commonwealth of Independent States, the Middle East, and Africa, said the company’s smoke-free portfolio, which includes heated tobacco, e-vapour, and oral smokeless products, is designed exclusively for adult smokers.
Youth Access Prevention is something we take very seriously,” said Iida. “We work with governments to ensure regulations are properly enforced, and we have our own strict internal guidelines to prevent sales to minors.”
She said PMI requires age verification before purchase, including proof of national identification, and has made deliberate efforts to avoid colourful packaging or branding that might attract young people.
“We do not allow anyone below the legal age into our stores or to buy our products,” she said. “In our retail stores, we can control compliance more closely, but we also work with third-party retailers and monitor them through what we call ‘mystery shopping.’”
Through this program, trained auditors visit retail outlets posing as customers to check whether sellers are conducting ID checks and complying with regulations. “When we find that a retailer has violated these standards, we share the results with the chain’s owners so they can take corrective action,” said Iida. “We want to protect retailers from illegal practices while ensuring minors do not access these products.”
Iida acknowledged that nicotine is addictive and unsuitable for young people, pregnant women, or breastfeeding mothers. “Nicotine itself is not a carcinogen, but it is a reproductive and developmental toxicant,” she explained. “That’s why it should never be used by minors. We continue to work with governments to ensure strong, science-based regulations so only the intended users, adult smokers, can access these products.”
She also underscored PMI’s commitment to transparency in its research on smoke-free technologies. “Our scientific work is robust and openly shared,” Iida said. “We encourage governments and independent institutions to conduct their own studies, as seen in countries like Japan and Germany, where our products have been independently evaluated.”
Her remarks come amid a growing global debate on how to address youth vaping and the illicit trade of nicotine products. According to experts, outright bans often fuel unregulated markets, making it harder to control access to minors.
Dr. David Khayat, Professor of Oncology at Pierre et Marie University in Paris, echoed this sentiment in a separate interview. He said strong regulation, not prohibition, is the key to protecting young people.
“The only way to deal with illicit trade of these products is not to ban them, but to approve, regulate, and enforce,” said Dr. Khayat. “If someone sells to kids, they should face penalties, fines or even jail. Responsible companies that follow strict standards should not be punished for the behaviour of illegal traders.”
Dr. Khayat said companies like PMI, which have developed smoke-free alternatives for adult smokers, must work within clear legal frameworks that protect both consumers and minors. “These products are not meant for children or non-smokers,” he said. “They are designed as a Harm Reduction option for those who already smoke.”
Iida reiterated that PMI’s ultimate goal is to transition adult smokers away from cigarettes to scientifically substantiated smoke-free alternatives. “We are committed to a smoke-free future, but it must be achieved responsibly,” she said. “That means strong youth access prevention, transparent science, and ongoing collaboration with governments and retailers.”
