Philip Morris International (PMI), one of the largest global cigarette companies, is also using social media as a key component of its claimed transformation to a “smoke-free future”.
The PMI Facebook page, with 1.39 million global followers as of June 2019, is a moderated page with the stated purpose to: “Foster conversations around who we are, what we do and what it is like to work at PMI. It has not been created to market, advertise or promote our products, brands or securities.”
An analysis of the first month of Australian-specific posts reveals that PMI, contrary to its stated purpose, primarily used the page to lobby for the relaxation of regulations that currently prevent its IQOS heated tobacco products from being sold in Australia.
Despite claims that it is being ‘disruptive’, this strategy is near identical to previous efforts to weaken health regulations and gain a seat at the policy table.