By Munyaradzi Blessing Doma in Dubai
Despite years of anti-smoking campaigns and strict tobacco control measures, the global number of smokers remains stubbornly high. According to peer-reviewed data, about 75 percent of those who attempt to quit relapse within six months. This persistent challenge, experts say, underscores the need for alternative solutions such as smoke-free products.
Speaking at the Technovation Summit in Dubai, Philip Morris International (PMI) Chief Executive Officer Jacek Olczak urged governments and regulators to support the adoption of smoke-free alternatives for smokers who cannot or will not quit.
Quitting remains the best solution,” said Olczak. “But for those who continue to smoke, we must provide them with scientifically backed alternatives that are significantly less harmful.”
Smoke-free products include heated tobacco, e-vapour and oral smokeless products that deliver nicotine without combustion, which is the main source of toxic chemicals in cigarettes. The Summit brought together PMI executives, industry leaders and journalists from across the world to discuss innovation and the future of smoke-free technologies.
Olczak noted that although PMI has championed Tobacco Harm Reduction for over a decade, regulatory inertia remains a major obstacle. He said society is ready for change, but regulators are moving extremely slowly, and in some cases, even prohibiting information about these products.
“Some regulators still think people simply shouldn’t smoke. Everyone agrees with that. But the reality is people do smoke, and if we don’t give them alternatives, they will keep smoking and accumulating the negative health effects of it,” he said.
Olczak emphasised that science and technology now make it possible to drastically reduce the risks associated with smoking. “We can provide solutions that significantly reduce exposure to harmful substances. When smokers are given clear information and access to these products, they often switch” he said.
He added that public understanding is growing. “Smokers are ready to switch when they know the facts. It may take time, but once they transition, they rarely go back to cigarettes.”
However, he cautioned that the progress is uneven. “In many countries, regulators are still debating whether to even allow these products. Ten years is enough time to study the science and draw conclusions,” said Olczak.
He pointed to Japan as an example of success. “We introduced our Heat-Not-Burn products there ten years ago, and half of the country’s smokers have now switched. That means smoking rates have dropped by more than 50 percent in a decade,” he said. “Where countries resist these innovations, smoking rates remain high or even increase.”
Olczak dismissed claims that smoke-free products are as harmful as cigarettes. “It’s simply not true,” he said. “These products contain up to 95 percent fewer harmful chemicals, including carcinogens. Denying this fact only confuses people and prevents progress.”
He added that supporting smokers during their transition is key. “They need information, reassurance and guidance. That’s why our teams are dedicated to helping consumers understand the science and make informed decisions.”
Today, about 40 percent of PMI’s global revenue comes from smoke-free products. “That’s not just a business milestone,” said Olczak. “It represents 40 million people who no longer smoke cigarettes. That’s meaningful change.”
Fred de Wilde, PMI’s President for South, Southeast and East Asia, the Middle East, Africa and the Commonwealth of Independent States, said innovation in the tobacco industry faces the same skepticism that once met other life-changing technologies.
“Every major innovation faces resistance before it becomes accepted,” de Wilde said. “What we are seeing now in Tobacco Harm Reduction is no different. These products have the potential to change the lives of 1.2 billion smokers worldwide.”
He emphasised that collaboration will be critical. “We cannot do this alone. We need regulators, scientists and the media to provide objective information so that smokers can make informed choices.”
Tommaso Di Giovanni, PMI’s Vice President for Communications and Engagement, echoed this sentiment, noting that innovation always faces skepticism before it gains public acceptance. “Every time there’s innovation, people doubt it at first,” he said. “But when given the choice, consumers tend to move toward better options. Tobacco Harm Reduction is no different.”
Tomoko Iida, PMI’s Director of Scientific Engagement for South and Southeast Asia, the Commonwealth of Independent States and the Middle East and Africa, said the company’s science is transparent and independently verifiable. “We encourage governments to conduct their own studies,” she said. “In Japan and Germany, independent analyses confirmed our findings. The data is consistent and compatible.”
Iida stressed that openness is essential for building trust. “Our science is peer-reviewed, publicly available and reproducible. The more governments and regulators engage with the evidence, the faster they will understand the potential of these alternatives.”
Olczak concluded his remarks with a call for practical, evidence-based policymaking. “We all agree that people shouldn’t smoke,” he said. “But as long as millions continue to do so, we must meet them where they are. Thanks to science and technology, we have the tools to reduce harm dramatically. Let’s use them.”
