In a move that has sparked considerable controversy, Philip Morris International (PMI) is facing criticism for a new global advertising campaign promoting its iconic Marlboro brand. Titled “I AM Marlboro,” the campaign has been condemned by anti-tobacco advocates who argue it is designed to attract a younger demographic, despite the company’s claims of wanting to phase out cigarette sales.
Campaign Draws Ire from Health Experts
The “I AM Marlboro” initiative encompasses a wide range of promotional efforts, including billboards, television advertisements, and engaging online content. Roadside vendors in the Philippines have even organised competitions where purchasing Marlboro cigarettes could win consumers prizes like scooters or branded merchandise. Meanwhile, an Indonesian television spot showcases young adults climbing mountains and rocking out in a band, reinforcing the idea that smoking is tied to adventure and social identity.
Critics are not holding back in their assessment of PMI’s efforts. Mark Hurley, a vice-president at the Campaign for Tobacco-Free Kids, expressed his disbelief at PMI’s contradictory stance. “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 stated emphatically. “The campaign exploits young people’s search for identity, belonging, and self-expression, tying these elements to Marlboro cigarettes.”
A Historical Parallel
The current campaign bears striking similarities to PMI’s earlier marketing strategies, particularly the “Be Marlboro” campaign, which was banned in Germany due to concerns it appealed to teenagers. Jorge Alday from Vital Strategies commented, “The ‘I AM’ campaign lays bare the duplicity in Philip Morris International’s claims to want to end cigarette sales.” He added that a genuine commitment to reducing cigarette consumption would not involve such extensive advertising.
Research conducted at the University of Bath indicates that PMI’s cigarette sales have stagnated, contradicting the company’s professed aim of moving towards a smoke-free future. Meanwhile, Lisda Sundari, chair of Indonesia’s Lentera Anak Foundation, noted the pervasive visibility of the campaign in her country.
Connecting Smoking with Identity
Sundari highlighted the troubling implications of the campaign’s messaging, which links smoking to identity and lifestyle. The slogan “I AM Marlboro” insinuates that the brand is integral to a person’s social persona, which could resonate powerfully with young individuals still defining themselves. She pointed out that social media platforms like YouTube, Instagram, and TikTok play a crucial role in shaping youth culture, making the campaign’s appeal to younger audiences even more concerning.
PMI has defended its marketing practices, asserting that it is now a fundamentally different company compared to a decade ago. A spokesperson claimed that 43% of their net revenues in the first quarter of 2026 came from smoke-free products, a significant increase from previous years. They insisted that marketing efforts are strictly targeted at adults and comply with legal requirements to prevent youth appeal.
Why it Matters
The implications of PMI’s marketing strategy are profound, reflecting a troubling trend where tobacco companies persist in targeting younger audiences despite public health concerns. As the debate rages on, it is crucial to scrutinise the motivations behind such campaigns and advocate for stronger regulations to protect vulnerable populations. The struggle against tobacco marketing is not merely a regulatory issue; it is a fight for the health and identity of future generations.
