Philip Morris CEO: Greek Smoking Rates Among Highest

The CEO of tobacco giant Philip Morris International, Jacek Olczak, has told Kathimerini that Greece is still among the highest smoking countries in the world despite the ban on indoor smoking and a significant decrease in recent years. Olczak stated in an interview that the ideal situation for over a billion smokers worldwide would be to quit smoking altogether, but current indications suggest they will not do so. The most practical solution, he suggested, would be to use smoke-free products such as e-cigarettes and heated tobacco products.

He acknowledges that these products "are not without risks and can be addictive," but argues that they are a "better option" compared to continuing to smoke and use traditional cigarettes. This is especially true for the 21 million people worldwide and 360,000 people in Greece who use heated tobacco products such as IQOS, which have seen harmful chemical levels reduced by up to 95%.

He also believes that, in addition to existing efforts to prevent people from starting to smoke and help them quit, providing smokeless alternatives for adults who choose to continue smoking can have a positive impact on public health. In this case, he calls on authorities, policy makers, and public health groups to take appropriate action.

Allow me to pose a simple question, inspired by a discussion with the CEO of a globally leading company in the industry: why continue to consume various forms of nicotine?

The best thing smokers can do is quit completely, but the reality is that many people don't. Today, there are over a billion smokers worldwide, and the World Health Organization (WHO) predicts there will still be over a billion by 2025. These individuals should adopt practical and wise solutions to keep them away from cigarettes, one of the most dangerous forms of nicotine consumption. Today, the solution already exists. The majority of harmful compounds found in cigarette smoke are produced by combustion and are associated with smoking-related diseases. Eliminating combustion products, such as e-cigarettes and heated tobacco products, is a better option than continuing to smoke. The use of technological innovations - such as e-cigarettes and heated tobacco products - has the potential to reduce the harm caused by smoking and is a public health opportunity of this century. At Philip Morris International (PMI), we are committed to developing, scientifically validating, and responsibly commercializing smoke-free products that are less harmful than smoking, with the aim of completely replacing cigarettes as soon as possible.

In terms of health, compared to cigarettes, how destructive are the alternatives you have created? Aren't they still harmful?

High levels of harmful compounds found in cigarette smoke are primarily produced through combustion and are associated with smoking-related diseases. However, products that eliminate combustion, such as electronic cigarettes and heated tobacco products, significantly reduce the average levels of these harmful chemicals. Our heated tobacco product, IQOS, reduces these levels by up to 95%. While these products are not without risk and are still addictive, they are a better choice when compared to continuing to smoke.

Has the pandemic affected the entire industry, especially PMI, and in what ways?

During this pandemic, if there's one thing we should take away, it's the importance of respecting science, innovation, and inclusiveness. This means that everyone, from policymakers to the average person on the street, must prioritize solutions over outdated dogma. Only then can we build a solid foundation for a better future for all. Ignoring science and innovation will only hinder progress towards a better society. Unlike the climate crisis, where we're still working to understand and utilize all the necessary science and tools for achieving carbon neutrality, we already have everything we need to achieve a smoke-free world today.

How successful has Greece been in enforcing the smoking ban in restaurants, bars and other public places, and is this related to an increase in the use of IQOS?

The implementation of a nationwide ban on all nicotine products has been widely accepted within Greek society as a measure against smoking. Ashtrays in restaurants and bars are now a thing of the past and smoking is strictly prohibited in designated areas. However, convincing people to completely let go of smoking altogether remains a challenge. Therefore, it is important to encourage progressive policies such as the one adopted by Greece, which distinguishes between combustible and non-combustible products, and to encourage smokers to adopt these better alternatives. It is encouraging to see a growing number of Greek consumers turning to better alternatives like IQOS and quitting smoking.

Despite this, Greece's smoking rate remains high. Where does Greece rank globally in terms of scale?

Indeed, Greece is one of the countries with the highest smoking rates, even after the implementation of indoor smoking bans. However, it should be noted, in part due to the ban, that smoking rates have decreased by almost half compared to a few years ago. Nevertheless, we all still face the challenge of informing and educating every smoker to quit smoking as soon as possible. For those who choose not to do so, we must ensure that they are able to make informed decisions and turn to better alternative solutions that science and technology can now provide.

What percentage of people are switching from cigarettes to smoke-free alternatives? How is this trend developing globally and in Greece?

As of the end of 2021, we estimate that there are a total of 21.2 million IQOS users, of which 72% (15.3 million IQOS users) have successfully switched to IQOS and quit smoking, while the remaining users are in various stages of conversion. This conversion rate is much higher than that of other smoke-free products around the world. Since its launch in 2016, the number of adult smokers in Greece who have made the wise decision to switch to IQOS and quit smoking has continued to rise. Today, the country has over 360,000 IQOS users.

When do you expect to end all cigarette production and distribution, as you mentioned your goal to move away from tobacco?

As we press forward towards a smoke-free future with bold ambition, we have set a target of converting at least 40 million adult smokers to our smoke-free products by 2025. PMI's goal is also to become a leading smoke-free company by 2025, with the net revenue from reduced-risk products (RRPs) making up a significant portion of our earnings, a milestone we have already achieved in 10 markets. In Greece, 65% of total net revenues come from smoke-free alternatives. However, we cannot achieve this alone. In realizing our vision for a smoke-free future, we are eager to see measures taken to accelerate mass conversion as soon as possible. We believe that the right combination of government leadership and business initiatives will greatly accelerate efforts to reduce smoking.

How do regulations and tax policies alter the societal shift away from smoking?

Providing smoke-free alternatives to adult smokers who would otherwise continue smoking can have a positive impact on public health. We believe that this approach, along with current efforts to prevent smoking initiation and promote cessation, is the right one and should be supported by regulatory agencies, policymakers, and public health organizations. Regulations should continue to discourage smoking initiation and encourage quitting. They should be proportional to the risks and follow common-sense approaches: the most harmful product, cigarettes, should be subject to the strictest regulation. Additionally, regulation should ensure that any smoke-free products sold meet specific quality and performance standards, and that strong scientific evidence demonstrates their lower risk.

Recently, you announced plans to expand into the health and healthcare industries. When you stated that you aim to address "unmet patient and consumer needs," what exactly did you mean?

This is a natural evolution for PMI to further transform our business into a broader lifestyle, consumer health, and healthcare company in the future. This evolution will not only fulfill our continuing commitment to achieve a smoke-free future, but also the development and commercialization of scientifically proven products and solutions to meet unmet consumer and patient needs. The health and wellness product market is vast and constantly growing. We have several key areas in our pipeline. For consumers and over-the-counter health products, we have several initiatives focusing on focus, sleep, energy, pain, and calm. In the healthcare sector, we believe there is a significant unmet patient need for rapid and effective treatments for cardiovascular diseases (such as heart attacks) and neurology (such as migraines), which can be served through innovative solutions. Recently, we have accelerated this part of our strategy through the acquisition of innovative inhaled drug delivery solution provider Vectura, innovative drugs based on oral and intra-oral delivery systems, and leading developers and manufacturers of health products, Fertin.

Greece has one of the world's highest smoking rates, according to a recent report cited by the Athens-based publication, Kathimerini. The report highlights the country's struggles with smoking addiction and calls for stronger measures to combat the problem.