The event showcased PMI’s commitment to
science-driven tobacco harm reduction and
progress towards non-combustible alternatives
Mazhar Ali Raza
Abu Dhabi: Philip Morris International (PMI) hosted the 10th edition of its renowned ‘Technovation’ event in Abu Dhabi, bringing together senior management, policy experts, and innovators to discuss technology’s transformative role in achieving a smoke-free future.
PMI’s Commitment to Smoke-Free Alternatives and Harm Reduction
The event showcased PMI’s unwavering commitment to science-driven tobacco harm reduction and its continued progress towards non-combustible alternatives. It provided a platform for dynamic discussions on how smoke-free alternatives can help adult smokers transition away from traditional cigarettes.
Leading experts from PMI highlighted significant evidence supporting smoke-free alternatives such as oral smokeless products, vapor, and heated tobacco. These products, backed by substantial research, have the potential to significantly reduce the risks associated with smoking. The event also explored how technological advancements could address the challenges of smoking while aligning with global sustainability goals.
Industry Leaders Stress the Need for Innovation and Regulatory Support
Ali Takesh, Managing Director of Philip Morris Pakistan Limited, emphasized the global urgency of adopting tobacco harm reduction strategies. He stated, “At PMI, we are focused on leveraging innovations based on science and technology to reduce smoking-related harm. Products like e-cigarettes, heated tobacco, and nicotine pouches can accelerate the decline in cigarette use, providing a faster solution compared to traditional tobacco control measures alone. Success stories from countries like Sweden and Japan validate the potential of these strategies, and we call on stakeholders to support evidence-based policies.”
Fred de Wilde, President of SSEA, CIS & MEA Region at PMI, further stressed the collective role in driving change. He said, “Governments can play a key role in accelerating this shift by creating regulatory frameworks that support innovation. We are here to share our science and experiences transparently to foster a debate that benefits public health.”
Scientific Data Supports Harm Reduction Strategies
Tommaso Di Giovanni, VP of International Communications & Engagement at PMI, reinforced the potential of smoke-free alternatives, saying, “Scientific data supports the fact that alternatives to cigarettes are less harmful. The missing piece is a collective effort from governments, public health bodies, and industries to make these alternatives accessible to adult smokers who choose not to quit.”
Exhibition and Discussions on Smoke-Free Product Adoption
The Technovation event featured presentations on PMI’s recent scientific findings and the role of smoke-free products in reducing smoking rates. Discussions also covered the importance of balanced regulatory frameworks to encourage innovation and the adoption of these products.
Interactive exhibition tours offered attendees a firsthand look at over 30 years of innovation in tobacco harm reduction, along with PMI’s latest sustainability initiatives, virtual reality experiences, and product demonstrations.
Addressing Misinformation and Building Collaborative Partnerships
The event also tackled challenges such as misinformation and skepticism surrounding tobacco harm reduction. PMI stressed the importance of collaboration among governments, healthcare professionals, NGOs, and public health advocates to make smoke-free products accessible, affordable, and accepted by adult consumers worldwide.
PMI’s Leadership in Tobacco Harm Reduction Innovation
At the conclusion of the event, PMI reaffirmed its leadership in driving innovation in multi-category tobacco harm reduction. Through continued investment in science and technology, PMI is committed to creating a smoke-free future where public health and individual choice remain central to its mission.
