Philip Morris claimed it wanted to end cigarette sales, but experts and campaigners say new promotions seem designed to attract younger consumers
Anti-tobacco campaigners have condemned a global advertising campaign for Marlboro by Philip Morris International (PMI), saying the company is being duplicitous in claiming it wants to end cigarette sales.
The “I AM Marlboro” campaign – which experts on the tobacco industry said appeared designed to attract young people – includes billboards, TV ads and online content.
Roadside stands selling Marlboro cigarettes in the Philippines have run competitions to win a scooter or campaign-branded merchandise by buying the cigarettes. An Indonesian television advert shows young adults climbing mountains and rehearsing in a rock band.
PMI has filed or owns campaign-related trademarks in about 20 countries, including Indonesia, Morocco, Bangladesh and Germany.
