Philip Morris International (PMI) is under fire for its latest advertising initiative promoting Marlboro cigarettes, drawing ire from health advocates who accuse the company of exploiting young people’s aspirations. Despite PMI’s assertions that it is moving towards a smoke-free future, the “I AM Marlboro” campaign has raised serious concerns about its potential appeal to younger audiences.
Controversial Campaign Elements
The “I AM Marlboro” campaign has been rolled out globally, featuring billboards, television advertisements, and digital content that many experts believe are specifically designed to resonate with youth culture. In the Philippines, for instance, roadside vendors have organised competitions where customers can win scooters or branded merchandise by purchasing Marlboro products. Similar campaigns in Indonesia showcase young adults engaging in adventurous activities, creating a lifestyle image linked to smoking.
This promotional effort is not limited to the Philippines or Indonesia. PMI has sought trademarks related to the campaign in approximately 20 countries, including Morocco, Bangladesh, and Germany. In stark contrast to PMI CEO Jacek Olczak’s previous claim that “cigarettes belong in museums,” the current marketing strategy appears to be a direct contradiction of such statements.
A Shifting Narrative?
Mark Hurley, vice-president of the Campaign for Tobacco-Free Kids, expressed his concerns about the campaign’s implications. “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 said. Hurley emphasised that the campaign exploits young people’s quest for identity and community, effectively linking these aspirations to cigarette consumption.
The marketing style mirrors PMI’s earlier “Be Marlboro” campaign, which was banned in Germany over its perceived appeal to teenagers. Jorge Alday, director of Stopping Tobacco Organizations and Products at Vital Strategies, commented, “The ‘I AM’ campaign lays bare the duplicity in Philip Morris International’s claims to want to end cigarette sales,” highlighting the contradictions in PMI’s messaging.
Youth Engagement and Identity
Lisda Sundari, chair of Indonesia’s Lentera Anak Foundation, echoed these sentiments, noting the campaign’s troubling visibility and its connection to youth identity. “What makes it concerning is not only the cigarette branding itself, but the way the campaign connects smoking with identity, self-expression, confidence, belonging, and lifestyle,” she stated. The slogan “I AM Marlboro” positions the brand as integral to one’s social identity, which can be especially enticing for young people still navigating their sense of self.
The influence of social media cannot be understated. Platforms like YouTube, Instagram, and TikTok play a significant role in shaping youth culture, and campaigns like this could easily capture younger audiences, regardless of PMI’s intentions to market only to adults.
PMI’s Defence
In response to the backlash, a PMI spokesperson defended the company’s approach, asserting that it is fundamentally different from a decade ago. In the first quarter of 2026, 43% of the company’s net revenues came from smoke-free products. They claimed that over the past ten years, PMI has sold 240 billion fewer cigarettes, signalling a shift towards alternatives. Furthermore, they highlighted that marketing efforts are strictly aimed at adults and comply with regulations designed to minimise youth appeal.
Why it Matters
The implications of PMI’s marketing strategies extend beyond mere advertising; they touch on public health, corporate responsibility, and the ethics of targeting vulnerable populations. As the tobacco industry faces increasing scrutiny, campaigns that appear to attract young people can undermine years of progress in reducing smoking rates among youth. Advocates argue that such tactics are not only misleading but pose a significant risk to public health, especially in an era where smoking cessation should be prioritised over promotion.
