Philip Morris International (PMI) is facing intense scrutiny over its latest global advertising initiative for Marlboro cigarettes, titled the “I AM Marlboro” campaign. Critics argue that, despite the company’s professed intention to phase out cigarette sales, the campaign appears deliberately crafted to appeal to younger audiences. With promotional tactics reminiscent of past marketing strategies, anti-tobacco advocates assert that the campaign contradicts PMI’s stated commitment to a smoke-free future.
Campaign Criticism and Concerns
Anti-tobacco organisations have raised alarm over the “I AM Marlboro” campaign, which includes a variety of advertising methods such as billboards, television spots, and online content. Roadside vendors in the Philippines have even organised competitions where customers can win scooters or branded merchandise by purchasing Marlboro cigarettes. This tactic is seen as a blatant attempt to attract a younger demographic, with advertisements in Indonesia showcasing young adults engaging in adventurous activities like mountain climbing and playing in a rock band.
Mark Hurley, vice-president at the Campaign for Tobacco-Free Kids, highlighted the irony in PMI’s messaging. “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. He emphasized that the campaign preys on young people’s quest for identity and self-expression, linking these desires to Marlboro products.
A Shift Back to Controversial Tactics?
The new promotional strategy mirrors a previous marketing effort from over a decade ago known as “Be Marlboro,” which was ultimately banned in Germany due to concerns over its appeal to youth. Jorge Alday, director of Stopping Tobacco Organizations and Products (Stop) at Vital Strategies, pointed out the contradiction in PMI’s claims. “If the company was serious about ending cigarette sales, it wouldn’t be advertising cigarettes,” he asserted.
Recent research from the University of Bath indicates that PMI’s cigarette sales have plateaued since the company announced its ambitions to transition away from tobacco products. This stagnation raises questions about the sincerity of PMI’s commitment to reducing its reliance on cigarettes.
The Role of Digital Platforms
The campaign’s visibility in countries like Indonesia has raised additional concerns. Lisda Sundari, chair of the Lentera Anak Foundation, noted that the way the campaign connects smoking with themes of identity and lifestyle can be particularly enticing for young people. “A slogan like ‘I AM Marlboro’ can strongly appeal to adolescents who are still in the process of forming their identities,” she remarked. The pervasive influence of social media platforms such as YouTube, Instagram, and TikTok further amplifies this risk, as these channels are integral to youth culture and social engagement.
Despite PMI’s assurances that their marketing is intended solely for adult smokers and adheres to legal restrictions designed to mitigate youth appeal, experts remain sceptical. The overall style and messaging of campaigns like “I AM Marlboro” can still resonate with younger audiences, potentially undermining the company’s claims of prioritising public health.
PMI’s Position on Advertising Practices
In response to the backlash, a spokesperson for PMI defended the company’s evolution, stating that it is now markedly different from a decade ago. As of the first quarter of 2026, 43% of PMI’s net revenues were generated from smoke-free products, a significant rise from virtually zero when the company first declared its smoke-free ambitions. The spokesperson claimed that shipments of smoke-free products have increased annually, while PMI has sold 240 billion fewer cigarettes over the past decade.
However, this assertion does little to alleviate concerns regarding PMI’s marketing tactics. Critics argue that the new campaign undermines the company’s purported shift towards a healthier future by continuing to promote traditional cigarette sales.
Why it Matters
The implications of PMI’s advertising strategies extend far beyond marketing. They play a crucial role in shaping social norms and attitudes towards smoking, particularly among vulnerable youth populations. As society grapples with the ongoing battle against tobacco use, it is essential to scrutinise the tactics employed by major tobacco companies. The dissonance between PMI’s stated goals and their advertising methods could hinder public health initiatives aimed at reducing smoking rates, particularly among younger consumers who may be influenced by such campaigns. As the conversation surrounding tobacco advertising continues, the need for transparency and accountability within the industry has never been more critical.
