A new advertising initiative from Philip Morris International (PMI) for its Marlboro brand has sparked significant controversy, with critics accusing the tobacco giant of targeting young people despite its claims of wanting to phase out cigarette sales. The “I AM Marlboro” campaign, which includes a range of media from billboards to social media content, has raised alarms among health advocates who argue it exploits the vulnerabilities of youth.
Controversial Campaign Elements
The campaign’s promotional strategies are particularly striking. In the Philippines, roadside vendors have been incentivising cigarette purchases with competitions offering prizes such as scooters and branded merchandise. Meanwhile, an Indonesian television advertisement portrays vibrant young adults engaging in adventurous activities, suggesting a lifestyle associated with Marlboro.
Jacek Olczak, PMI’s chief executive, previously stated that “cigarettes belong in museums,” signalling a shift toward a future free from traditional tobacco products. However, this recent campaign appears to contradict that intention, leading to accusations of hypocrisy from anti-tobacco advocates.
Experts Speak Out
Mark Hurley, vice-president of the Campaign for Tobacco-Free Kids, has been vocal in his criticism. “You can’t claim that cigarettes belong in a museum while launching a global campaign to make Marlboro cigarettes a core part of how young people see themselves,” he remarked. Hurley argues that the campaign seeks to entwine the Marlboro brand with essential aspects of youth identity, such as self-expression and belonging.
Jorge Alday, director of Stopping Tobacco Organizations and Products (Stop) at Vital Strategies, echoed these sentiments, emphasising the disingenuousness of PMI’s messaging. “If the company was serious about ending cigarette sales, it wouldn’t be advertising cigarettes,” he stated bluntly.
Research from the University of Bath has shown that the decline in PMI’s cigarette sales has plateaued since the announcement of its smoke-free ambitions. This stagnation raises further questions about the company’s commitment to reducing its tobacco footprint.
Youth Impact and Cultural Relevance
The campaign’s implications extend beyond mere marketing strategies; it taps into the core of youth culture. Lisda Sundari, chair of Indonesia’s Lentera Anak Foundation, expressed concern over the inherent connections between smoking and personal identity that the campaign promotes. She noted that slogans like “I AM Marlboro” might resonate with young individuals navigating their identities, particularly in an era dominated by social media platforms such as Instagram and TikTok.
Sundari pointed out that while tobacco companies claim their marketing is aimed solely at adults, the aesthetic and messaging can still attract younger consumers. The blending of smoking with lifestyle branding poses a significant risk to youth, who may be more impressionable during their formative years.
PMI’s Stance
Responding to the backlash, a PMI spokesperson defended the company’s current direction, stating that it has undergone substantial changes. In the first quarter of 2026, 43% of their net revenues came from smoke-free products, a significant increase from previous years. The spokesperson highlighted that PMI had sold 240 billion fewer cigarettes over the last decade, reinforcing their commitment to reducing traditional tobacco use.
Despite these claims, the ongoing tension between PMI’s marketing strategies and its supposed commitment to a smoke-free future continues to fuel debate within public health circles.
Why it Matters
The implications of the “I AM Marlboro” campaign extend far beyond traditional advertising; they touch on critical issues of youth identity and public health. As companies like PMI navigate the delicate balance between promoting products and adhering to ethical standards, the potential for exploitation remains a pressing concern. By appealing to young people’s desire for identity and belonging, the campaign risks normalising smoking in a demographic that is already grappling with its own challenges. The ongoing discourse surrounding such marketing practices is vital in safeguarding future generations from the harms of tobacco.
