Philip Morris South Africa calls for science-based tobacco regulation, emphasizing a "risk-proportionate" framework to accelerate smoking rate reduction

Key points:

·Call for Science-Based Regulation: Philip Morris South Africa (PMSA) calls for a science-based regulatory approach to e-cigarettes.

·Risk-Proportionate Measures: The company supports risk-proportionate regulatory measures, emphasizing appropriate regulation for less harmful products.

·Behavior Change: Promoting the switch from traditional cigarettes to e-cigarettes through strict regulation of traditional cigarettes and appropriate regulation of e-cigarettes.

·Reducing Smoking Rates: The measure aims to reduce smoking rates in South Africa, in line with the core objectives of the Tobacco Bill.

According to a report by primediaplus on August 27th, 2025, Philip Morris International (PMI) South Africa is currently calling for the adoption of a "scientific approach" to regulate smoking, while parliament continues to hold public hearings on the Tobacco Products and Electronic Delivery Systems Control Act.

Philip Morris International's (PMI) Regional Affairs Director for South Africa, Themba Mathebula, explained the company's interpretation of appropriate regulation for "reduced-risk" tobacco products.

Mathebula stated that there is a considerable amount of scientific evidence indicating that regulated products on the market pose less harm than continuing to smoke, which is the most harmful way to ingest nicotine through combustion. He believed that the legislation should recognize this evidence and implement proportionate regulatory measures to acknowledge the differences in risks and benefits provided by these products. Mathebula also noted that Philip Morris International (PMI) fully supports regulations on the nicotine market, emphasizing that a proportionate risk-based approach would enable regulators to effectively fulfill their duties by focusing on the most harmful products, such as cigarettes.

If stricter measures are imposed on these products and then properly regulated, it encourages behavior change and promotes a shift from the most harmful products to those with less harm. Our position is that this bill should be an opportunity to accelerate the reduction in smoking rates by adopting multiple approaches to reduce harm.

Mathebula said that by implementing this approach, you are actually achieving the core goal of the legislation, which is to reduce the smoking rate in South Africa.