In a move that has sparked outrage among health advocates, Philip Morris International (PMI) is facing accusations of exploiting young people through its latest advertising initiative for Marlboro cigarettes. While the company professes a commitment to phasing out cigarette sales, critics argue that the “I AM Marlboro” campaign is strategically designed to resonate with a younger demographic, thereby undermining its stated intentions.
A Campaign Under Scrutiny
The global “I AM Marlboro” campaign features a variety of promotional materials, including eye-catching billboards, engaging television advertisements, and vibrant online content. In the Philippines, roadside stands have even set up competitions offering scooters and branded merchandise as incentives for cigarette purchases. Meanwhile, an Indonesian television advert showcases young adults engaging in adventurous activities, such as mountain climbing and rehearsing in a rock band.
This promotional strategy, experts warn, evokes memories of previous campaigns that were similarly targeted at adolescents. PMI has registered trademarks related to this campaign in approximately 20 countries, including Indonesia, Morocco, Bangladesh, and Germany.
The Contradiction of Intent
Jacek Olczak, PMI’s chief executive, previously made headlines three years ago when he stated, “cigarettes belong in museums,” indicating a shift towards alternatives like vaping. However, critics are quick to point out the contradiction in PMI’s approach. Mark Hurley, vice-president at the Campaign for Tobacco-Free Kids, voiced concerns, stating, “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.” The campaign, according to Hurley, preys on young people’s inherent quest for identity, belonging, and self-expression, linking these essential aspects of their lives to Marlboro cigarettes.
The campaign’s messaging, reminiscent of PMI’s earlier “Be Marlboro” slogan that was banned in Germany due to its appeal to teenagers, raises alarming questions about the company’s sincerity in moving away from traditional tobacco products.
The Impact on Youth Culture
Public health advocates and researchers are particularly alarmed by the campaign’s implications for the youth. Jorge Alday, director of Stopping Tobacco Organizations and Products (Stop) at Vital Strategies, stated, “The ‘I AM’ campaign lays bare the duplicity in Philip Morris International’s claims to want to end cigarette sales.” This sentiment is echoed by Lisda Sundari, chair of Indonesia’s Lentera Anak Foundation, who highlighted the campaign’s troubling connection between smoking and identity.
Sundari noted, “A slogan such as ‘I AM Marlboro’ presents the brand almost as part of someone’s personality or social identity.” She emphasised that this messaging is particularly potent in an age where platforms like YouTube, Instagram, and TikTok significantly shape youth culture and interactions. Even if PMI asserts that its marketing is aimed solely at adult smokers, the style and content of these campaigns can inadvertently attract younger audiences.
PMI’s Defence
In response to these criticisms, a spokesperson for PMI stated, “Philip Morris International today is a drastically different company from a decade ago.” The spokesperson pointed out that, as of the first quarter of 2026, 43% of the company’s net revenues came from smoke-free products, a significant increase from virtually none when the company first announced its smoke-free future. They also highlighted that PMI has sold 240 billion fewer cigarettes over the past decade and insisted that their marketing adheres strictly to adult-only regulations designed to limit youth appeal.
Why it Matters
This controversy underscores a critical intersection of public health, corporate responsibility, and youth engagement. As Philip Morris International navigates its transition towards smoke-free alternatives, the tension between its marketing strategies and its professed ideals raises vital questions about the integrity of the tobacco industry. The ability of such campaigns to influence young people’s identities and choices could have lasting implications for public health, making it imperative that we remain vigilant against practices that blur the lines between marketing and exploitation.
