A recent advertising initiative for Marlboro cigarettes by Philip Morris International (PMI) has ignited fierce criticism from anti-tobacco advocates, who argue that the campaign contradicts the company’s professed goal of phasing out cigarette sales. The “I AM Marlboro” campaign, which features a range of promotional materials across various platforms, is seen as an attempt to engage younger audiences, raising serious concerns about its implications for public health.
Campaign Overview
The “I AM Marlboro” campaign is marked by a series of billboard advertisements, television spots, and online content designed to resonate with a youthful demographic. In the Philippines, roadside vendors have begun running competitions that incentivise cigarette purchases with chances to win scooters and branded merchandise. Similarly, a television advertisement in Indonesia showcases young adults participating in adventurous activities like mountain climbing and band rehearsals, further embedding the brand within youthful culture.
PMI’s Chief Executive Jacek Olczak previously stated that “cigarettes belong in museums,” suggesting a shift towards nicotine alternatives such as vapes. However, critics argue that this latest campaign undermines that narrative by promoting Marlboro as an essential component of youth identity.
Expert Criticism
Mark Hurley, vice-president at the Campaign for Tobacco-Free Kids, condemned the campaign, 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.” He emphasised that the campaign exploits young people’s search for identity and belonging, linking it directly to cigarette use.
The promotional strategy mirrors earlier advertising efforts from over a decade ago, specifically the “Be Marlboro” slogan, which was banned in Germany due to concerns about its appeal to minors. Jorge Alday, director of Stopping Tobacco Organizations and Products at Vital Strategies, echoed this sentiment, asserting that if PMI was genuinely committed to ending cigarette sales, they would not be engaging in such advertising practices.
The Broader Context
Research from the University of Bath indicates that PMI’s cigarette sales have stagnated since the announcement of their smoke-free ambition. In Indonesia, the visibility of the “I AM Marlboro” campaign is particularly concerning for local health advocates. Lisda Sundari, chair of the Lentera Anak Foundation, highlighted that the campaign intertwines cigarette branding with concepts of identity, confidence, and lifestyle—elements that are particularly appealing to young people navigating their formative years.
As social media platforms like Instagram, TikTok, and YouTube play an increasingly central role in youth culture, the messaging within this campaign could easily captivate younger audiences, regardless of PMI’s claims that their marketing targets only adult smokers.
PMI’s Response
In defence of the campaign, a PMI spokesperson stated, “Philip Morris International today is a drastically different company from a decade ago.” They noted that as of the first quarter of 2026, 43% of their net revenues came from smoke-free products, a significant increase from near-zero when they first announced their smoke-free future. The spokesperson asserted that all marketing efforts are restricted to adults and adhere to both internal codes and legal requirements designed to minimise youth appeal.
Why it Matters
The controversy surrounding the “I AM Marlboro” campaign underscores a critical tension in public health efforts: the persistent allure of tobacco products among the youth, despite a growing global movement towards smoking cessation and harm reduction. As PMI attempts to rebrand itself as a forward-thinking company, the juxtaposition of their marketing strategies with their stated goals raises profound ethical questions about corporate responsibility in public health. The implications of this campaign extend beyond marketing; they challenge society to scrutinise the methods by which tobacco companies engage with vulnerable populations, especially the youth.