Philip Morris’ Strategy of Deception: From the “Foundation for a Smoke-Free World” to the “Global Action to End Smoking”

For decades, the tobacco industry has used deceptive strategies to preserve its profitability at the expense of public health. One of the most recent examples of this manipulation is the evolution of the Foundation for a Smoke-Free World (FSFW) into Global Action to End Smoking (GAES). Both names suggest an organization committed to eradicating tobacco smoking, but in reality, these projects are funded by Philip Morris International (PMI), one of the largest tobacco companies in the world.

The relationship between Philip Morris and the Foundation for a Smoke-Free World

 

In 2017, Philip Morris International created the FSFW with a pledge of $1 billion in funding over 12 years, with the purported goal of accelerating the end of tobacco smoking. 

 

However, since its creation, the public health community and international organizations, including the World Health Organization (WHO), have denounced the FSFW as a tool of the tobacco industry to legitimize alternative products to traditional cigarettes, such as heated tobacco products (HTPs) and e-cigarettes.

 

Given the growing opposition and discredit of the FSFW, in 2024 it changed its name to “Global Action to End Smoking”. This rebranding is not a coincidence, but a strategy to evade public health scrutiny and present itself as an independent entity.

 

The True Purpose of this Strategy

 

PMI’s aim is not to eradicate smoking, but to reshape its market and maintain its control over nicotine. Under the guise of “harm reduction,” PMI promotes products such as IQOS and VEEV, arguing that they are less harmful alternatives to traditional cigarettes. However, these claims lack scientific independence, and studies funded by the FSFW (now GAES) have been questioned for their lack of transparency and pro-industry bias.

 

An analysis of its publications reveals that:

  • Prioritizes studies that downplay the risks of heated tobacco products and e-cigarettes.
  • Ignores independent research that shows the adverse effects of these products.
  • Promotes more flexible regulations for these devices, favoring their expansion in the market.

The “Harm Reduction” Strategy as a Manipulation Tool

 

The tobacco industry has used the “harm reduction” narrative as a marketing tool to gain political support and divert attention from real solutions to smoking.

 

This strategy is based on:

  1. Promoting HTPs and vapes as “safe” without conclusive evidence.
  2. Lobbying governments to weaken regulations that restrict these products.
  3. Creating confusion in the scientific community by funding research in their favor.
  4. Discrediting effective tobacco control policies, such as taxes and 100% smoke-free environments.

 

This is reminiscent of decades of deceptive tactics by the tobacco industry, which initially denied the harmful effects of tobacco and then used similar tactics to delay regulations.

 

Warning to Health Professionals, Universities and Politicians

 

Public health stakeholders must be alert to this new attempt by the tobacco industry to influence health policy. 

 

The WHO and various international health organizations have warned to:

  • not accept funding or collaborations with entities funded by the tobacco industry.
  • reject studies and conferences promoted by GAES and its allies.
  • continue promoting evidence-based policies, such as tax increases, advertising bans and 100% smoke-free environments.

 

Conclusion

 

The change of name of the FSFW to Global Action to End Smoking is nothing more than an attempt by the tobacco industry to whitewash its image and further promote its commercial interests. 

 

The public health community must stand firm and not be fooled by these strategies disguised as social responsibility. The eradication of tobacco use will only be achieved with policies independent of industry interests and based on the real protection of public health.

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