Table 1

Examples of tobacco control measures that a transforming or transformed company should not obstruct

Intervention domainTobacco control interventions transforming companies should not oppose or obstructSupporting actions that transforming companies might take
Tax and price interventionsMeasures to reduce the affordability of tobacco products, including:
  • Tobacco tax increases.

  • Minimum excise tax stipulations.

  • Hypothecation of tax revenues.

Actions to prevent undermining of tax/price measures, including:
  • Minimal price spread across brand portfolio.

  • No use of differential price rises, price smoothing, cushioning or proliferation of ‘budget’ brands.

  • No use of price-related marketing strategies like discounting.

  • Removal of tobacco products from duty-free sales outlets.

Marketing (includes advertising, packaging, sponsorship, social media, product placement, etc)Policy measures to eliminate marketing of tobacco products, including:
  • Standardised packaging.

  • Bans on advertising and sponsorship in all media, including use of third-party endorsers.

  • Bans on retail point-of-sale product displays and marketing.

  • Standardised or dissuasive sticks.

Actions to reduce company marketing of tobacco products and support enforcement of marketing restrictions, including:
  • Elimination of all tobacco product marketing and marketing-related expenditure at local/national/cross-national level.

  • Cease use of influencers and other social media marketing.

  • Full compliance with independent regulators charged with monitoring and enforcing compliance with marketing restrictions.

  • Verifiable steps to identify, report and eliminate any efforts by the company and its staff to subvert marketing restrictions.

Product supply and availabilityMeasures to restrict the supply and availability of tobacco products, including:
  • Restricting store types where tobacco can be sold.

  • Tobacco retailer licensing, and proximity or density controls on tobacco retailers.

  • Increases in age-related sales restrictions (eg, Tobacco 21 laws).

  • Progressive increases in age-related sales restrictions (tobacco-free generation).

  • A gradual phasing out of the sale of conventional tobacco products.

Implementation of the Illicit Trade Protocol and government interventions to control the illicit tobacco trade.
Actions to reduce and then eliminate the production and sale of conventional tobacco products, including:
  • Close production facilities and distribution and sales networks.

  • Cease online sales.

  • Cease supplying the illicit market and take steps to prevent ‘leakage’ from supply chains to the illicit market (currently large volumes of illicit tobacco include products from PMI and other major tobacco companies).149

Tobacco product portfolio and product designMeasures to reduce the addictiveness, palatability and appeal of tobacco products, including:
  • Bans on design features and innovations that increase product appeal and palatability, for example, filters and filter ventilation, ‘slim’ and capsule cigarettes, characterising flavours such as menthol and sweeteners.

  • Mandated reductions of nicotine to zero or non-addictive levels.

Actions to support and prevent undermining of these measures, including:
  • No development of product design innovations.

  • No launches of new conventional tobacco products or brands/brand variants.

  • No investment in R&D and product development, other than to support elimination.

  • Progressive elimination of tobacco products with design features designed to increase appeal and palatability.

Other policy measuresOther measures to support reducing smoking prevalence, including:
  • Large pictorial warning labels.

  • Enhanced cessation support services.

  • Smoke-free mass media and social media interventions.

  • Extensions to smoke-free policies such as smoke-free outdoor dining and bar areas, cars and playgrounds.

  • PMI, Philip Morris International; R&D, research and development.