Anti-tobacco campaigners have condemned a worldwide promoting marketing campaign for Marlboro by Philip Morris International (PMI), saying the corporate is being duplicitous in claiming it needs to finish cigarette gross sales.
The “I AM Marlboro” marketing campaign – which specialists on the tobacco trade mentioned appeared designed to draw younger folks – consists of billboards, TV adverts and on-line content material.
Roadside stands promoting Marlboro cigarettes within the Philippines have run competitions to win a scooter or campaign-branded merchandise by shopping for the cigarettes. An Indonesian tv advert exhibits younger adults climbing mountains and rehearsing in a rock band.
PMI has filed or owns campaign-related logos in about 20 international locations, together with Indonesia, Morocco, Bangladesh and Germany.
PMI’s chief government, Jacek Olczak, mentioned three years in the past that “cigarettes belong in museums”, and that the corporate was shifting in direction of options akin to vapes.
However, Mark Hurley, vice-president on the Campaign for Tobacco-Free Kids, mentioned: “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.
“The campaign exploits young people’s search for identity, belonging and self-expression and ties it to Marlboro cigarettes.
“For a company that claims to be moving beyond cigarettes, this looks less like a transition and more like doubling down.”
The new promotional marketing campaign echoes PMI promoting from greater than a decade in the past, which used the slogan “Be Marlboro”, and which was banned in Germany over considerations it appealed to youngsters.
Jorge Alday, director of Stopping Tobacco Organizations and Products (Stop) at Vital Strategies, mentioned: “The ‘I AM’ campaign lays bare the duplicity in Philip Morris International’s claims to want to end cigarette sales.”
Alday added: “Let’s face the obvious: if the company was serious about ending cigarette sales, it wouldn’t be advertising cigarettes.”
Researchers on the University of Bath mentioned the decline in PMI’s cigarette gross sales had stalled since they introduced an ambition to go smoke-free.
Lisda Sundari, chair of Indonesia’s Lentera Anak Foundation, mentioned the marketing campaign was extremely seen within the nation.
“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 mentioned.
“A slogan such as ‘I AM Marlboro’ presents the brand almost as part of someone’s personality or social identity, which can strongly appeal to young people who are still in the process of identity formation.”
She mentioned this was notably related the place social media platforms akin to YouTube, Instagram and TikTook performed “a central role in youth culture and social interaction”.
“While tobacco companies may state that their marketing is intended only for adult smokers, the overall style and messaging of campaigns like this can still strongly attract younger audiences,” she mentioned.
A PMI spokesperson mentioned: “Philip Morris International today is a drastically different company from a decade ago. In Q1 2026, 43% of our net revenues were generated by smoke-free products, compared to essentially zero when we announced our smoke-free future. The fact is our shipments of smoke-free products have increased every year, while over the past 10 years PMI has sold 240bn fewer cigarettes.
“To be clear, our marketing is restricted to adults and subject to both our own marketing code and legal requirements designed to prevent youth appeal or access.”