Marlboro Maker Accused of ‘Exploiting’ Young People with New Global Ad Campaign

The global advertising campaign launched by Philip Morris International (PMI) for its flagship brand, Marlboro, has reignited a heated debate over the tobacco giant’s intentions and tactics. Critics accuse PMI of duplicitous behavior through its “I AM Marlboro” campaign, which targets young people with billboards, TV ads, and online content.

On the surface, the campaign appears to rebrand PMI as a company committed to moving beyond cigarettes. However, experts point out that this narrative is at odds with reality. In 2019, PMI’s chief executive, Jacek Olczak, declared that “cigarettes belong in museums.” Yet, the company continues to promote Marlboro cigarettes through various channels.

One of the most concerning aspects of the campaign is its exploitation of young people’s vulnerability. Mark Hurley from the Campaign for Tobacco-Free Kids notes that PMI taps into insecurities and aspirations by linking Marlboro cigarettes with identity, self-expression, and belonging. This marketing ploy has been used before in Germany under a different slogan (“Be Marlboro”) over a decade ago.

The connection between social media and youth culture is crucial here. Lisda Sundari from the Lentera Anak Foundation points out that platforms like YouTube, Instagram, and TikTok shape young people’s identities and interactions. While PMI claims its marketing is restricted to adults, the messaging and style of the campaign can still strongly appeal to younger audiences.

A closer look at PMI’s financials reveals an interesting pattern: despite announcing a goal to go smoke-free, cigarette sales have stalled since this announcement was made. Meanwhile, shipments of smoke-free products have increased steadily over the past decade. This raises questions about the sincerity of PMI’s claims and whether it is using “smoke-free” as a buzzword.

PMI has responded by accusing critics of being misinformed or misunderstanding its intentions. However, this only underscores the perception of duplicity. Jorge Alday from Stop notes that if the company was serious about ending cigarette sales, it wouldn’t be advertising cigarettes. This critique speaks volumes about PMI’s commitment to its business model.

The implications of the “I AM Marlboro” campaign extend far beyond PMI itself. They speak to a broader pattern of tobacco companies using marketing tactics that deliberately target vulnerable populations. As such, this campaign serves as a stark reminder of the ongoing struggle to regulate the tobacco industry and protect public health.

PMI’s actions raise more questions than they answer: what does it really mean when a company claims to be committed to going smoke-free while launching aggressive marketing campaigns for its flagship brand? How can we trust a company that has consistently demonstrated a willingness to exploit vulnerabilities in pursuit of profit? The “I AM Marlboro” campaign continues to roll out across the globe, and one thing is clear: this is not just about PMI – it’s about our collective willingness to confront the harsh realities of the tobacco industry.